台灣民眾對循環包裝認知與使用行為研究

Abstract

在後疫情時代，網路購物儼然已成為臺灣民眾日常生活的一環，但網購消費所帶來的物流包裝廢棄物卻日益增多，這些主要由塑膠及紙類組成的物流包裝對環境造成極大的問題。為解決這個問題，可重複使用的循環包裝被提出，並在包含台灣在內的部分國家開始被實踐。為探討臺灣消費者以及個人賣家使用循環包裝主要面臨的阻礙因素以及是否具有地區性差異，本研究採用問卷調查法進行研究，其中消費者調查問卷係以計畫行為理論為依據，並加入生命週期認知、影響因素及地區性因素等變項；而個人賣家調查問卷則為探索性問卷。本研究以曾具網路購物或售物經驗的全台民眾做為發放對象，分別回收643份消費者問卷以及66份個人賣家問卷，並使用SPSS及JASP等軟體進行結果分析。信度分析部分採用Cronbach’s ɑ係數及McDonald’s ω係數，來檢測具備不同特性之問卷。此外，本研究進一步使用深度訪談研究，訪問循環包裝服務商及電商平台業者，探討實務上推廣循環包裝的困難以及是否能針對民眾關注的問題進行改善回應。研究結果發現臺灣民眾對於循環包裝的認識與實際使用有落差，接近七成受訪者有聽過循環包裝，但有實際使用經驗者不到五成，而這些結果無地區性差異。其次是社會欠缺針對網購包裝的使用與回收教育以及資訊素養的養成，相較於一般資源回收行為，網購包裝廢棄物回收率與再用率明顯較低。此外，本研究發現影響使用意圖的最主要因子為知覺行為控制，因此若民眾較具備使用系統或其他新興技術的能力與自信，對於使用循環包裝會較具有行動力。最後是改變民眾消費習慣仍需時間，民眾仍需時間習慣主動回收或使用循環包裝的行為。本研究最後提出三項建議：強化實質性鼓勵措施及串聯資訊系統、提升環保意識與倡導終身學習，以及建構基於回收的消費生態，亦即循環經濟模式。透過實際獎勵吸引民眾使用循環包裝並加強其環境及資訊方面的知識，在提升民眾行動意願的同時，也需打造具備良好硬體規格的資訊環境，才能促進民眾實踐使用循環包裝行為，減少網購消費所帶來的物流包裝廢棄物，期以逐步邁向循環型社會。In the post-pandemic era, online shopping has become a part of daily life in Taiwan. However, the increase in packaging waste generated by e-commerce, predominantly composed of plastic and paper materials, has resulted in a range of serious environmental problems. To reduce the packaging waste, reusable packaging has been proposed and implemented in several countries, including Taiwan. This study investigates the key barriers to the adoption of circular packaging among Taiwanese consumers and individual sellers. A mixed-methods approach was employed in this study, combining questionnaire surveys and in-depth interviews. The consumer questionnaire was developed based on the Theory of Planned Behavior (TPB), incorporating additional variables such as life cycle awareness, influencing factors, and regional characteristics. The questionnaire for individual sellers was designed to explore the key barriers. A total of 643 valid consumer responses and 66 individual seller responses were collected from participants with prior online shopping or selling experience across Taiwan. Data were analyzed using SPSS and JASP software. Then, Cronbach’s α and McDonald’s ω coefficients were used to assess the reliability of the questionnaires. Furthermore, in-depth interviews were conducted with reusable packaging service providers and e-commerce platform operators to explore the practical challenges in promoting reusable packaging and to assess whether improvements can be made in response to public concerns. The results show a significant gap between consumer awareness and actual use of reusable packaging. While approximately 70% of respondents reported being aware of reusable packaging, less than 50% had used it, with no notable regional variation. Moreover, the findings highlight a lack of using and recycling education, and information literacy related to online shopping packaging. Compared to general recycling behaviors, the recycling and reuse rates for online shopping packaging were significantly lower. Among all factors examined, perceived behavioral control was regarded as the strongest predictor of behavioral intention. This suggests that when users’ confidence and competence in using circular systems or technologies are enhanced, they may be more likely to use reusable packaging. The study also indicate that changing consumers’ habits requires time, such as people will implement using reusable packaging bahaviors gradually. According to the findings, three recommendations are proposed: (1) implement practical incentive measures and integrate information systems, (2) enhance people’s environmental awareness and advocate lifelong learning, and (3) establish a recycling-based consumption ecosystem rooted in circular economy principles. Hence, a robust information and social support system should be developed to promote the practical adoption of reusable packaging, and then through substantive incentives, and other effective measures to enhance people’s environmental and informational knowledge. This integrated approach will reduce logistics packaging waste generated by online shopping, and ultimately contribute to transition toward a circular society.