以價值-態度-行為理論探討臺灣大學生的綠色消費狀況

Abstract

鑑於全球氣候變遷日益嚴峻，永續發展、淨零與環境保護已成為國際社會、各國政府及企業共同追求的核心目標與趨勢。在此背景下，綠色消費作為實踐環境保護與永續發展的重要途徑，其相關觀念的推廣與行為實踐日益受到國內外社會的重視。大學生作為社會未來發展的關鍵群體，其綠色消費意願與行為模式的探討，對於建構永續社會具有深遠影響。本研究以價值-態度-行為（VAB）理論為基礎，研究臺灣大學生的綠色消費狀況。檢驗他們綠色消費價值、綠色消費態度及綠色消費行為三者之間的關聯性，再釐清綠色消費態度在綠色消費價值與行為間的中介效果。並補充不同人口背景變項（如性別、學校所處區域、經濟狀況）對臺灣大學生綠色消費行為是否存在顯著差異；基於以上目的，研究以SPSS.23分析，總共回收467份問卷並刪除無效問卷後，有效問卷為385份，有效率82.4%。經由本研究分析後證實：1.臺灣大學生的綠色消費價值顯著正向影響其綠色消費態度。2.臺灣大學生的綠色消費態度顯著正向影響其綠色消費行為。3.臺灣大學生的綠色消費價值顯著正向影響其綠色消費行為。4.臺灣大學生的「綠色消費態度」對「綠色消費價值」與「綠色消費行為」為部分中介效果。5.在綠色消費行為方面，臺灣的男性與女性大學生之間為無顯著差異。6.臺灣北、中、南、東各地區大學的大學生在綠色消費行為上無顯著差異。7.在本研究的經濟級距中，不同經濟狀況的大學生在綠色消費行為上皆無顯著差異。綜合上述發現，儘管性別、地區與經濟狀況等人口背景變項的直接影響有限，但這表明綠色消費在臺灣大學生群體中已逐步形成一種跨背景的普遍價值。Given the escalating severity of global climate change, sustainable development, net-zero emissions, and environmental protection have emerged as core objectives and prevalent trends pursued by the international community, governments, and businesses worldwide. Against this backdrop, green consumption, as a crucial pathway for realizing environmental protection and sustainable development, has garnered increasing attention from societies both domestically and internationally regarding the promotion of its concepts and the practice of its behaviors. University students, as a pivotal demographic for future societal development, warrant an exploration of their green consumption intentions and behavioral patterns, given their profound impact on fostering a sustainable society.This study, grounded in the Value-Attitude-Behavior (VAB) theory, investigates the current status of green consumptionamong university students in Taiwan. It examines the interrelationships among their green consumption values, green consumption attitudes, and green consumption behaviors, further clarifying the mediating effect of green consumption attitudes between green consumption values and behaviors. Additionally, the research explores whether significant differences exist in green consumption behavior among Taiwanese university students based on various demographic background variables (e.g., gender, school location, economic status).Based on these objectives, the study employed SPSS 23 for analysis. A total of 467 questionnaires were collected, with 385 valid responses remaining after the removal of invalid ones, resulting in an effective response rate of 82.4%.The analysis results confirmed the following:1.Taiwanese university students' green consumption values significantly and positively influence their green consumption attitudes. 2.Taiwanese university students' green consumption attitudes significantly and positively influence their green consumption behaviors. 3.Green consumption attitudes partially mediate the relationship between green consumption values and green consumption behaviors among Taiwanese university students. 4.No significant differences were observed in green consumption behavior between male and femaleuniversity students in Taiwan.5.No significant differences were found in green consumption behavior among university students across the northern, central, southern, and eastern regions of Taiwan.6.Within the economic strata defined in this study, no significant differences were detected in green consumption behavior among university students with varying economic statuses.In conclusion, despite the limited direct influence of demographic background variables such as gender, region, and economic status, these findings indicate that green consumption is gradually becoming a universal value transcending various backgrounds within the Taiwanese university student population.