臺灣博碩士論文加值系統

本研究旨在了解城鄉差距是否會造成綠色消費之影響，城市地區通常擁有較高的經濟水平和教育程度，這使得城市居民更容易接受和實踐綠色消費。他們接觸到的環保資訊和資源也相對豐富，這進一步提升了他們對綠色消費的認識和參與度。相反，農村地區則可能面臨經濟和教育資源的不足，導致居民對綠色消費的認識和實踐較為有限。此外，農村地區的消費習慣和生活方式也會影響他們對綠色產品的接受度和購買意願。
本研究透過問卷發放的方式，並採量表分數的方式進行調查，在本研究的理論框架中，將消費者意圖、行為、選擇以及人口背景等25個變項視為自變數，以了解城鄉差距是否會造成綠色消費之影響。一共收回380份問卷，其中有效問卷為310份，有效回收率為81.57 %。首先先將收回的資料進行分析，了解各項問題當中受訪者之表現，並且使用Probit及Logit模型去進行實證分析，同時也將第一次測試較為顯著的係數，進行相關係數的分析，確認有無共線性，並且再行第二次測試，來找出最為重要的關鍵變數。結果顯示，受訪者中，會定期購買環保產品、挑選具有節能標章的家電用品、會響應政府制訂的環保政策、甚至認為政府應該加強環保政策的理念、了解政府目前所推動的節能家電補助方案及月收入等等是造成城鄉差距的關鍵因素，無論是Probit模型或是Logit模型，顯著的變數皆相同。此結果亦顯示，這些關鍵要素是影響較為深遠的，也能夠在未來制定政策時，做為參考之用。

This study aims to understand whether the urban-rural divide affects green consumption. Urban areas typically have higher economic levels and educational attainment, making urban residents more likely to accept and practice green consumption. They also have greater access to environmental information and resources, which further enhances their understanding and participation in green consumption. In contrast, rural areas may face a lack of economic and educational resources, leading to limited awareness and practice of green consumption among residents. Additionally, consumption habits and lifestyles in rural areas can influence their acceptance and willingness to purchase green products.

This study conducted a survey using questionnaires and measured responses with a scoring scale. Within the theoretical framework of this study, 25 variables related to consumer intentions, behaviors, choices, and demographic backgrounds were considered as independent variables to understand whether the urban-rural divide affects green consumption. A total of 380 questionnaires were collected, with 310 valid responses, resulting in an effective response rate of 81.57%. Initially, the collected data was analyzed to understand respondents' performance on various questions. Empirical analysis was conducted using Probit and Logit models. The first test's significant coefficients were subjected to correlation analysis to check for multicollinearity, followed by a second test to identify the most important key variables.

The results showed that among the respondents, factors such as regularly purchasing eco-friendly products, selecting energy-saving labeled appliances, responding to government environmental policies, believing the government should strengthen environmental policy concepts, understanding current government-promoted energy-saving appliance subsidy programs, and monthly income are key factors contributing to the urban-rural divide. The significant variables were consistent across both Probit and Logit models. This result indicates that these key factors have a profound impact and can serve as a reference for future policy formulation.

中文摘要 i
Abstract ii
目次 iii
表目次 iv
圖目次 vi
第一章 研究主旨 1
第一節 研究背景 1
第二節 研究目的 2
第三節 研究架構與流程 3
第二章 文獻回顧 5
第一節 台灣綠色消費政策與法規 5
第二節 綠色消費意識與行為 7
第三節 市場區隔和目標定位策略 10
第三章 研究方法 12
第一節 研究架構 12
第二節 研究對象 12
第三節 計畫行為理論 12
第四節 研究方法與分析 13
第四章 結果與討論 16
第一節 問卷設計與內容 16
第二節 問卷抽樣與調查 16
第三節 問卷之敘述統計 18
第五章 結論與建議 34
第一節 模型與變數設定 34
第二節 分析結果 43
第六章 結論與建議 51
第一節 結論 51
第二節 未來研究方向 52
參考文獻 54
中文文獻 54
外文文獻 55
附錄 問卷 60

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