屏東市國中學生綠色消費行為意圖及其相關因素研究

Abstract

本研究旨在探討屏東市國中學生的綠色消費知識、綠色消費態度、環境敏感度，以及綠色消費行為意圖，以及其相互關係。研究對象為屏東市轄六所國中學生，共得有效樣本493位。研究工具採自填式結構問卷，來進行資料收集，所得重要結果如下： 一、研究對象的綠色消費知識、綠色消費態度、環境敏感度，以及綠色消費行為意圖皆有偏高與正向的表現。 二、研究對象的綠色消費知識會因年級、父親的教育程度、母親的教育程度、父親的職業、家庭社經地位、環保資訊接觸經驗，與家庭生活環保程度的不同而有顯著差異。 三、研究對象的綠色消費態度會因年級、環保活動經驗、環保資訊接觸經驗，與家庭生活環保程度的不同而有顯著差異。 四、研究對象的綠色消費行為意圖會因性別、環保活動經驗、環保資訊接觸經驗，與家庭生活環保程度的不同而有顯著差異。 五、研究對象的環境敏感度會因父親的教育程度、環保活動經驗、環保資訊接觸經驗，與家庭生活環保程度的不同而有顯著差異。 六、研究對象之綠色消費知識、綠色消費態度、環境敏感度與綠色消費行為意圖之間，互相皆有顯著且正向的關係。 七、研究對象的綠色消費態度、環境敏感度、家庭生活環保程度、性別、以及環保活動經驗，可解釋綠色消費行為意圖的變異量達76.7%。

The purpose of this study aimed to investigate green consumption knowledge, green consumption attitude, environmental sensitivity, and the behavioral intention of green consumption of junior high students in Pingtung County. Besides, the study also explored the relationship between the basic variables, green consumption knowledge, green consumption attitude, environmental sensitivity, and the behavioral intention of green consumption of the subjects. The final sample consisted of 493 valid questionnaires. Based on the results of the data analysis, the findings of this study were summarized as: 1. The participants had high level of green consumption knowledge, green consumption attitude, environmental sensitivity, and the behavioral intention of green consumption. 2. “Grades”, “father’s and mother’s level of education”, “father’s ocupation”, “parents’ socioeconomic status”, “experiences of access environmental information”, and “the degree of family environmental consciousness” were associated with participant’s green consumption knowledge. 3. “Grades”, “experiences environmental activities”, “experiences of access environmental information”, and “the degree of family environmental consciousness” were associated with participant’s green consumption attitude. 4. “Gender”, “experiences of environmental activities”, “experiences of access environmental information”, and “the degree of family environmental consciousness” were associated with the participant’s behavioral intention of green consumption. 5. “Father’s level of education”, “experiences of environmental activities”, “experiences of access environmental information”, and “the degree of family environmental consciousness” were associated with participant’s environmental sensitivity. 6. Bivariate analysis showed significant positive correlation between the participant’s behavioral intention of green consumption and each of the green consumption knowledge, green consumption attitude, and environmental sensitivity. 7. “Green consumption attitude”, “environmental sensitivity”, “the degree of family environmental consciousness”, “Gender”, and “experiences of environmental activities” can significantly predict the participant’s behavioral intention of green consumption with a R square value of 76.7%.