社區居民綠色消費行為之媒體介入成效研究─以台北市文山區萬和社區經驗為例
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Date
2002-06-01
Authors
劉潔心
邱詩揚
晏涵文
劉貴雲
廖梨伶
李佳容
賴妙芬
羅逸平
Journal Title
Journal ISSN
Volume Title
Publisher
臺北市 ： 國立臺灣師範大學衛生教育學系 衛生教育研究所
Abstract
本研究旨在發展有效的社區媒體策略，並進一步探討社區媒體介入計畫在提升社區居民綠色消費行為的效果及居民對社區媒體的評價。本研究根據第一年的需求調查研究結果以及運用健康訊息傳播理論及社會行銷策略，設計出以「閱聽人興趣為主」的媒體介入管道及教育內涵，針對社區不同族群的需求發展出三種不同特色的社區媒體，分別為社區報紙(針對18-55歲的上班族群)、小冊(針對55歲以上的老人)、及教育單張(針對18-55歲的家庭主婦)。研究對象採立意取樣選擇臺北市文山區萬和社區居民，並以系統分層隨機抽樣方法，抽出符合樣本母群人口特性結構之最少樣本數351人為研究樣本群，經訪員訓練後，前測回收有效訪視問卷314份(回收率89.5%)，後測回收222份(回收率70.7%)，前後一致者為176份(回收率50.1%)。研究工具分為二類，分別為自填的結構式問卷和開放式問卷。開放式問卷為媒體訊息成效之街頭訪視問卷;結構式問卷分為二大部份，一為居民在社區媒體介入前後的綠色消費行為前後測成效問卷，另一則為居民對媒體訊息內容及成效之意見調查問卷。 本研究重要結果如下: 1.在社區媒體介入後發現居民的綠色消費覺察度、知識、及其自我效能等變項具有顯著的立即性提昇效果。但在綠色消費態度和相關行為上則未達顯著水準。2.對綠色消費媒體的整體評價上，居民對三種社區媒體(社區報紙、小冊及教育單張)都持正向肯定的看法。分別有八成以上的上班族群、近九成的家庭主婦及社區老人表示會依報紙、單張及小冊上所教導的環保技巧去做。對應民居之媒體形成性評價結果發現，居民的整體正向評價來自於其對社區媒體設計時所使用的型式(諸如代言人的選擇、訊息策略、外在誘因、訊息內容、訊息型態)及所傳達的適切教育意涵的高度滿意度上。 因此，本研究建議日後研究，若目的在提昇社區居民的綠色消費共識、增加其對綠色消費的知識，及其自認為有多少把握去做的自信心提昇上，運用設計良好的社區媒體是一項良好的介入策略。但，若研究目的更進一步要立即看出環境行動上的效果，則最好同時運用社區組織及人際互動的相關策略，或能收更大之介入效果。
A series of community media campign programs designed to enhance green consumption awareness, knowledge, attitude, self-efficacy and behavior were developed and evaluated. Three different community media (pamphlet, plat sheets, and community newspaper) were designed and developed for each of three target audiences (elderly, housekeepers and working people who lived in Wan-Ho community, Wen-Shen District, Taipei City). Social marketing strategies which concerning consumer orientation, and segmentation, were applied in media designing and testing processes. Health information process strategies which concerning information resource, message, channel, receptors and destination were also applied in the media designing process. In a systematic randomized sampling with 176 community members, significant improvements in green consumption awareness, knowledge and self-efficacy were proved at pre-post test questionnaire and street interviews. However, Green consumption attitude and behavior were not significantly changed after the media campaign program.
A series of community media campign programs designed to enhance green consumption awareness, knowledge, attitude, self-efficacy and behavior were developed and evaluated. Three different community media (pamphlet, plat sheets, and community newspaper) were designed and developed for each of three target audiences (elderly, housekeepers and working people who lived in Wan-Ho community, Wen-Shen District, Taipei City). Social marketing strategies which concerning consumer orientation, and segmentation, were applied in media designing and testing processes. Health information process strategies which concerning information resource, message, channel, receptors and destination were also applied in the media designing process. In a systematic randomized sampling with 176 community members, significant improvements in green consumption awareness, knowledge and self-efficacy were proved at pre-post test questionnaire and street interviews. However, Green consumption attitude and behavior were not significantly changed after the media campaign program.