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研究生:廖美琪
研究生(外文):Mei-Chi Liao
論文名稱:消費者知覺效能對碳標籤主觀知識與產品購買意 願之關係研究 -以「台灣產品碳標籤包裝茶飲料產品」為例
論文名稱(外文):The Relationship among Consumer Perception of The Effectiveness, Subjective Knowledge of Carbon Label and Buying Willingness – A Case Study of "Taiwan Product Carbon Label on Packaged Tea Beverage Products
指導教授:張淑君張淑君引用關係
指導教授(外文):Shu-Chun Chang
口試委員:陳永杰段兆麟
口試委員(外文):Yung-chieh ChenChao-Lin Tuan
口試日期:2016-06-23
學位類別:碩士
校院名稱:國立中興大學
系所名稱:生物產業管理研究所
學門:農業科學學門
學類:農業經濟及推廣學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:81
中文關鍵詞:消費者知覺效能主觀知識購買意願台灣產品碳標籤包裝茶飲料產品
外文關鍵詞:Perceived Consumer Effectiveness (PCE)Subjective KnowledgeWillingness to BuyTaiwan Product Carbon LabelPackaged Tea Beverage Products
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鑒於全球暖化議題,各國實施環境相關政策與措施以求永續發展,除 了持續加強監測溫室氣體含量外,近年來更致力於推動「碳標籤」。過去 碳標籤相關研究鮮少針對碳標籤主觀知識、消費者知覺效能(PCE)與購買 意願三者高低分群之差異性探討,因此,本研究目的為探討消費者知覺效 能對碳標籤主觀知識與購買意願之關係,以「台灣產品碳標籤包裝茶飲料 產品」為例。採用問卷調查法,研究對象為台灣地區有包裝茶飲料購買經 驗之 18 歲以上成年人,問卷發放採取非機率抽樣中的便利性抽樣,地點 選擇於包裝茶飲料產品的主要零售通路 7-11 及全家便利商店之實體零售 通路發放。研究結果顯示高碳標籤主觀知識者,亦存在高碳標籤包裝茶飲 料購買意願;高消費者知覺效能(PCE)者,亦在高碳標籤主觀知識以及高 碳標籤包裝茶飲料購買意願。;女性的消費者知覺效能對碳標籤主觀知識 與碳標籤包裝茶飲料產品購買意願之間的關係有正向調節效果。本研究 結果可作為碳標籤在相關學術研究之貢獻,亦提供企業碳標籤產品行銷 及政府碳標籤政策推廣策略之參考,希冀促進低碳消費以邁向永續發展 的目標。

In view of global warming issues, national implementation of environment-related policies and measures are formulated in order to sustainable development, governments also more committed to promoting "carbon label" recent years. Previous studies rarely focus on the carbon labeling from the view of the relationship among consumer perception of the effectiveness, subjective knowledge of carbon label and willingness to buy by level grouping of the three. Therefore, this study mainly explored the relationship among consumer perception of the effectiveness, subjective knowledge of carbon label and willingness to buy, with a case study of "Taiwan product carbon label on packaged tea beverage products". The subjects were Taiwanese adults over 18 years old, who has experience of buying packaged tea. Questionnaires were adopted in this study, taking a nonprobability sample of convenience sampling at retail channels of packaged tea beverage products i.e.7-11 and Family Mart, which are the mainly convenience store in Taiwan. The results showed (1) A significant relationship between high subjective knowledge of carbon label and a high carbon label packaged tea beverage purchase willingness. (2) A significant relationship between high perception consumer effectiveness (PCE) and high subjective knowledge of carbon label (3) A significant relationship between high perception consumer effectiveness (PCE) and willingness to buy a packaged tea beverage products with carbon label. (4) Female’s perception consumer effectiveness (PCE) has a positive moderate effect which strengthened the relationship between subjective knowledge of carbon label and willingness to buy a packaged tea beverage products with carbon label. The results of this study could be used as a contribution in relevant academic research on carbon labeling, also provide reference for marketing strategies of carbon-labelling products making by corporate and promoting carbon-labeling policies by government, hoping to promote low-carbon consumption and moving towards the goals on sustainable development.

目錄 第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的5
第二章 文獻探討 第一節 碳標籤6
一、 碳標籤 6
(一) 碳標籤起源與發展 6
(二) 碳標籤之相關標準8
(三) 碳標籤之定義10
二、 台灣產品碳標籤 12
(一) 台灣產品碳標籤使用現況12
(二) 台灣產品碳標籤之相關法規13
(三) 台灣產品碳標籤之產品類別14
(四) 包裝茶飲料 19
第二節 碳標籤包裝茶飲料產品購買意願 21
第三節 碳標籤主觀知識22
第四節 消費者知覺效能24
第三章 研究方法26
第一節 研究架構與假設26
第二節 研究設計29
一、 研究對象與抽樣資料蒐集 29
二、 問卷編制 32
第三節 資料分析方法37
一、 信度分析(reliability analysis) 37
二、 效度分析(validity analysis) 37
三、 敘述性統計(descriptive statistics analysis) 38
四、 卡方檢定(Chi-square test) 38
五、 獨立樣本 t 檢定(independent-sample t-test) 39
六、 單因子變異數分析(one-way ANOVA) 39
七、 迴歸分析(regression analysis) 39
第四章 研究結果與分析 40
第一節 信度與效度分析40
第二節 樣本描述 42
一、 性別 42
二、 年齡 43
三、 教育程度 44
四、 購買包裝茶飲料產品頻率 45
五、 是否看過「台灣產品碳標籤」 46
六、 購買包裝茶飲料產品時是否會查看碳標籤 47
七、 購買碳標籤包裝茶飲料產品經驗 48
第三節 差異性檢驗51
一、 卡方分析結果 51
二、 列聯表 52
第四節 調節效果檢驗56
一、 路徑分析 56
二、 調節效果檢驗 56
第五節 人口統計變項之關係檢驗59
一、 性別與構念之關係 59
二、 年齡與構念之關係 62
第五章 結論與建議 66
第一節 結論 66
第二節 應用與貢獻 69
一、 實務應用 69
二、 學術貢獻 72
第三節 研究限制 73
一、 樣本代表性 73
二、 消費環境 73
三、 樣本推論 73
四、 問卷量表尺度 73
第四節 未來研究方向 74
一、 產品類別選擇 74
二、 研究對象限制 74
三、 加入其他變項檢驗中介效果 74
四、 比較不同涉入程度之因果關係 75
參考文獻 76
附錄一 正式問卷 1

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