台北市成人的價值觀與倫理消費行為關係研究

Abstract

本研究的目的在了解台北市成人的價值觀與倫理消費行為現況，並探討個人背景變項在價值觀與倫理消費行為的差異情形，以及價值觀與倫理消費行為兩者的相關。本研究採問卷調查法，以台北市社區大學成人為樣本，有效問卷416份，資料分別以描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關與逐步迴歸分析為統計方法進行分析。結果發現，台北市成人最重視的價值觀為安全取向價值觀，台北市成人最常做的倫理消費行為是資源回收。而性別、年齡、教育程度與婚姻狀況的不同，在價值觀取向上具有差異情形。在倫理消費行為的表現上，也因性別、年齡、婚姻狀況與個人月收入的不同而呈現差異情形。價值觀對於倫理消費行為具有14%的解釋能力，同時價值觀與倫理消費行為之間有顯著相關性存在。由研究結果顯示，台北市成人的倫理消費行為較偏重環境部分，所以本研究建議加強人權、動物權與第三世界議題的倫理消費概念，並從終身教育著手，顧及每個年齡層，是推動倫理消費的首要任務。

This study was to understand the current status and the relationship between values and ethical consumption behaviors of adults in Taipei City. A total of 416 questionnaires were completed and analyzed with descriptive statistics, t-test, one-way ANOVA, Pearson’ product-moment correlation, and stepwise regression. The result showed that the most important value to adult in Taipei City is security, and the most significant ethical consumption behavior is recycling. There are significant difference in values in terms of gender, age, education level, and marriage status; moreover, this study also found significant difference in ethical consumption behaviors in terms of gender, age, marriage status, and monthly income. A correlation is found between values and ethical consumption behaviors; in addition, values are significant predictors of ethical consumption behaviors. According to this study, ethical consumption behaviors of adults in Taipei City slant towards the environmental issue; therefore, this study suggests the priority of enhancing ethical consumption is to promote concepts on human right, animal protection, and the third world issues through lifelong education for all ages.