綠色消費行為意圖及其相關因素之研究－以台北市某國中學生為例

Abstract

本研究目的在瞭解國中學生之綠色消費知識、綠色消費態度與綠色消費行為意圖的情形，並探討學生之社會人口學變項、綠色消費知識、綠色消費態度與綠色消費行為意圖的關係。 研究對象為台北市某國中九十六學年度上學期的七、八、九年級普通班在學學生，採分層隨機抽樣方式，每個年級各抽取5班，共獲得有效樣本506人，採自填式結構問卷為研究工具蒐集資料。資料處理與分析採t檢定、變異數分析、複迴歸、皮爾森積差相關、薛費氏事後檢定等統計方法進行統計檢定。 本研究主要結果如下： 一、大部分國中學生的綠色消費知識、態度與行為多具有正向的表現；且彼此 呈現顯著正相關，其中綠色消費態度與綠色消費行為意圖的關係最密切。

二、影響國中學生綠色消費知識的因素有「環保資訊接觸經驗」。

三、影響國中學生綠色消費態度的因素有「年級」、「環保活動參與經驗」、 「環保資訊接觸經驗」等。

四、影響國中學生綠色消費行為意圖的因素有「綠色消費態度」、「綠色消費 知識」、「環保活動參與經驗」、「環保資訊接觸經驗」、「家庭社經地 位」、「年級」等。

五、本研究對象之綠色消費知識程度愈高、綠色消費態度愈正向、家庭社經地 位愈高、環保活動參與和環保資訊接觸經驗越豐富者，其綠色消費行為意 圖也愈強烈。

The purpose of this study was to investigate both the green consumption of behavioral intention and the related factors that influence green consumption of the junior high school students in Taipei City. A survey instrument was administered questionnaire to a sample of 506 students. The main results of this study were as follows:

1. The Most Students of Junior High Schools in Taipei City showed positive green consumption knowledge, attitude, and behavior, as well as positive correlations. Among which, green consumption attitude and behavior were more closely correlated.

2. The factor affecting the green consumption knowledge is “access to environmental information”.

3. The factors affecting the green consumption attitude included “Grade”, “participation in environmental activities”, and “access to environmental information”.

4. The factors affecting the green consumption behavioral intention included “green consumption attitude”, “green consumption knowledge”, “participation in environmental activities”, “access to environmental information”, “family socio-economic index”, and “Grade”.

5. The Students of Junior High Schools in Taipei City, with higher green consumption knowledge level, more positive green consumption attitude, higher family socio-economic status, higher environmental consciousness in the family, higher participation in environmental activities, and higher access to environmental information, showed better overall green consumption.