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題名 環保餐具之使用行為：參考群體之調節效果
The Usage Habit of Reusable Food Ware: the Adjustment Effect of the Reference Group
作者 賴昱嘉
Lai, Yu-Jia
貢獻者 陳建維
Chen, Chien-Wei
賴昱嘉
Lai, Yu-Jia
關鍵詞 環保餐具之使用
罪惡感
環保意識
遵守程度
從眾
責任分散
日期 2022
上傳時間 5-Jan-2023 15:15:57 (UTC+8)
摘要 近幾年來，雖然環保意識抬頭，而台灣政府也有持續地推進相關的免洗餐具限制法規、限塑法規以及環保政策，然而台灣民眾使用環保餐具的比例仍成長緩慢。

本論文以有攜帶並使用環保餐具的消費者為調查目標，於網路上發放問卷，並回收共261份有效問卷。本研究進行之目的為探討罪惡感、環保意識、遵守程度、從眾與責任分散對於消費者的環保餐具之使用行為的影響。

研究結果發現：
1.當消費者越容易產生罪惡感，其採用與使用環保餐具之可能性越高。
2.當消費者越有一般性的環保意識時，其使用環保餐具的可能性不會越高；當消費者越有反省性的環保意識時，其使用環保餐具的可能性也越高。
3.當消費者越願意遵守規範或法律，其使用環保餐具的可能性越高。
4.當消費者越有從眾行為，其使用環保餐具的可能性越高。
5.罪惡感對環保餐具的正向影響會隨著責任分散的增加而減少。
6.一般性的的環保意識對環保餐具的正向影響不會隨著責任分散的增加而減少；反省性的環保意識對環保餐具的正向影響會隨著責任分散的增加而減少成。
7.當消費者年齡超過30歲，相較於其他年齡低於30歲之消費者，其較容易產生罪惡感。

最後，根據本研究分析之結果，提出理論意涵及行銷實務與建議。
參考文獻 一、中文部分
林祐平（2012）。框架效應、從眾效應與反抗心理 對網路消費者決策之影響，東海大學資訊管理研究所未出版碩士論文，台灣新竹。
林崇熙（1998）。免洗餐具的誕生：醫學知識在台灣的社會性格分析。台灣社會研究季刊, 第32期, 頁1-37。
張君熙（2016）。罪惡感訴求之公益廣告的影響：訊息框架、時間距離、目標趨近的角色，國立臺灣師範大學管理研究所未出版碩士論文，台灣台北。
張嘉祐（2013）。影響遵守資訊安全規範意圖之因素研究，國立中正大學資訊管理學系暨研究所未出版碩士論文，台灣嘉義。
陳建翰（2020）。飛盤運動與對抗性運動在道德解離與運動員精神之差異研究，國立清華大學體育學系體育碩士在職專班未出版碩士論文，台灣新竹。
游雅婷（2011）。罪惡感有效嗎? 廣告贊助類型和慈善對象之配適度對罪惡感訴求之慈善廣告的影響 ，國立中山大學企業管理學系研究所未出版碩士論文，台灣高雄。

二、英文部分
Aaker, D. A., Stayman, D. M., & Hagerty, M. R. (1986). Warmth in advertising: Measurement, impact, and sequence effects. Journal of consumer research, 12(4), 365-381.
Allen, V. L. (1965). Situational factors in conformity. In Advances in experimental social psychology, Vol. 2, 133-175. Academic Press.
Asch, S. E. (1951). Effects of group pressure upon the modification and distortion of judgments. Organizational influence processes, 58, 295-303.
Asch, S. E. (1956). Studies of independence and conformity: I. A minority of one against a unanimous majority. Psychological monographs: General and applied, 70(9), 1.
Bandura, A. (1991). Social cognitive theory of moral thought and action. In W. M. Kurtines & J. L. Gewirtz (Eds.), Handbook of moral behavior and development (Vol. 1, pp. 45-103).
Bandura, A., Underwood, B., & Fromson, M. E. (1975). Disinhibition of aggression through diffusion of responsibility and dehumanization of victims. Journal of research in personality, 9(4), 253-269.
Bansal, P., & Roth, K. (2000). Why companies go green: A model of ecological responsiveness. Academy of management journal, 43(4), 717-736.
Bennett, R. (1998) Shame, guilt and responses to non-profit and public sector ads. International Journal of Advertising, 17:4, 483-499.
Burnett, M. S., & Lunsford, D. A. (1994). Conceptualizing guilt in the consumer decision‐making process. Journal of Consumer Marketing , Vol. 11 No. 3, 33-43..
Burnkrant, R. E., & Cousineau, A. (1975). Informational and normative social influence in buyer behavior. Journal of Consumer research, 2(3), 206-215.
Camps-Posino, L., Batlle-Bayer, L., Bala, A., Song, G., Qian, H., Aldaco, R., ... & Fullana-i-Palmer, P. (2021). Potential climate benefits of reusable packaging in food delivery services. A Chinese case study. Science of The Total Environment, 794, 148570.
Caron, J. A. (1989). Environmental perspectives of blacks: Acceptance of the “New environmental paradigm”. The Journal of Environmental Education, 20(3), 21-26.
Cohen, M. R. (1973). Environmental information versus environmental attitudes. The Journal of Environmental Education, 5(2), 5-8.
Deutsch, M., & Gerard, H. B. (1955). A study of normative and informational social influences upon individual judgment. The journal of abnormal and social psychology, 51(3), 629.
Dunlap, R. E., & Van Liere, K. D. (1978). The “new environmental paradigm”. The journal of environmental education, 9(4), 10-19.
Festinger, L. (1953). An analysis of compliant behavior. In M. Sherif & M. O. Wilson, Group relations at the crossroads, 232–256. Harper.
Freedman, J. L., Wallington, S. A., & Bless, E. (1967). Compliance without pressure: The effect of guilt. Journal of Personality and Social Psychology, 7(2p1), 117.
Genovesi, A., Aversa, C., Barletta, M., Cappiello, G., & Gisario, A. (2022). Comparative life cycle analysis of disposable and reusable tableware: The role of bioplastics. Cleaner Engineering and Technology, 6, 100419.
Gu, C., Chen, J., Wei, W., Sun, J., Yang, C., Jiang, L., ... & Jiang, Q. (2022). The impact of reusable tableware packaging combined with environmental propaganda on consumer behaviour in online retail. PloS one, 17(3), e0264562.
Hines, J. M., Hungerford, H. R., & Tomera, A. N. (1987). Analysis and synthesis of research on responsible environmental behavior: A meta-analysis. The Journal of environmental education, 18(2), 1-8.
Hofeditz, M., Nienaber, A. M., Dysvik, A., & Schewe, G. (2017). “Want to” versus “have to”: Intrinsic and extrinsic motivators as predictors of compliance behavior intention. Human Resource Management, 56(1), 25-49.
Izard, C. E. (1977). Human emotion. New York: Springer New York.
Kaiser, F. G., Wölfing, S., & Fuhrer, U. (1999). Environmental attitude and ecological behaviour. Journal of environmental psychology, 19(1), 1-19.
Kelman, H. C. (2017). Processes of opinion change. In Attitude change, pp. 205-233. Routledge.
Kotler, P., & Armstrong, G. (2006). Principles of marketing (11th ed.). New York: Pearson.
Kugler, K., & Jones, W. H. (1992). On conceptualizing and assessing guilt. Journal of personality and Social Psychology, 62(2), 318.
Laroche, M., Bergeron, J., & Barbaro‐Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of consumer marketing.
Lascu, D. N. (1991). Consumer guilt: Examining the potential of a new marketing construct. ACR North American Advances, Vol. 18, 290-295.
Lascu, D. N., & Zinkhan, G. (1999). Consumer conformity: review and applications for marketing theory and practice. Journal of Marketing Theory and Practice, 7(3), 1-12.
Lin, Y. C., & Chang, C. C. A. (2012). Double standard: The role of environmental consciousness in green product usage. Journal of Marketing, 76(5), 125-134.
Lu, R., Sadiq, S., & Governatori, G. (2008). Measurement of compliance distance in business processes. Information Systems Management, 25(4), 344-355.
Mathes, E. W., & Kahn, A. (1975). Diffusion of responsibility and extreme behavior. Journal of Personality and Social Psychology, 31(5), 881.
McIntosh, A. (1991). The impact of environmental-issues on marketing and politics in the 1990s. Journal of the Market Research Society, 33(3), 205-217.
Ostman, R. E., & Parker, J. L. (1987). Impact of education, age, newspapers, and television on environmental knowledge, concerns, and behaviors. The Journal of Environmental Education, 19(1), 3-9.
Peloza, J., White, K., & Shang, J. (2013). Good and guilt-free: The role of self-accountability in influencing preferences for products with ethical attributes. Journal of Marketing, 77(1), 104-119.
Podsakoff, P. M., MacKenzie, S. B., Paine, J. B., & Bachrach, D. G. (2000). Organizational citizenship behaviors: A critical review of the theoretical and empirical literature and suggestions for future research. Journal of management, 26(3), 513-563.
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Schlegelmilch, B. B., Bohlen, G. M., & Diamantopoulos, A. (1996). The link between green purchasing decisions and measures of environmental consciousness. European journal of marketing, 30(5), 35-55.
Schwepker Jr, C. H., & Cornwell, T. B. (1991). An examination of ecologically concerned consumers and their intention to purchase ecologically packaged products. Journal of Public Policy & Marketing, 10(2), 77-101.
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Sherif, M. (1935). A study of some social factors in perception. Archives of Psychology (Columbia University).
Shetzer, L., Stackman, R. W., & Moore, L. F. (1991). Business-environment attitudes and the new environmental paradigm. The Journal of Environmental Education, 22(4), 14-21.
Shippee, G. E., & Christian, M. (1978). Ego-defensive attributions for an offensive problem: Attributions of responsibility and air pollution severity. In meeting of the Western Psychological Association, San Francisco.
Steenhuysen, J.(1990). Nostalgia hooks a new generation. Advertising Age, 61(3), 26.
Suchman, M. C. (1995). Managing legitimacy: Strategic and institutional approaches. Academy of management review, 20(3), 571-610.
Teraji, S. (2013). A theory of norm compliance: punishment and reputation. The Journal of Socio-Economics, 44, 1-6.
Tyler, T. R., & Darley, J. M. (1999). Building a law-abiding society: Taking public views about morality and the legitimacy of legal authorities into account when formulating substantive law. Hofstra L. Rev., 28, 707.
Vandermerwe, S., & Oliff, M. D. (1990). Customers drive corporations. Long range planning, 23(6), 10-16.
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Young, W., Hwang, K., McDonald, S., & Oates, C. J. (2010). Sustainable consumption: Green consumer behaviour when purchasing products. Sustainable development, 18(1), 20-31.
Zhou, Y., Shan, Y., Guan, D., Liang, X., Cai, Y., Liu, J., ... & Yang, Z. (2020). Sharing tableware reduces waste generation, emissions and water consumption in China’s takeaway packaging waste dilemma. Nature Food, 1(9), 552-561.
Zimbardo, P. G. (1995). The psychology of evil: A situationist perspective on recruiting good people to engage in anti-social acts. Japanese Journal of Social Psychology, 11(2), 125-133.

三、 網頁資料
工商時報（2021年4月21日）。行動，是改變的開始，無痕飲食才是新食尚。https://ctee.com.tw/industrynews/biomed/448715.html
行政院環保署（2002年3月19日）。推動購物用塑膠袋及塑膠類（含保麗龍）免洗餐具限制使用政策。https://enews.epa.gov.tw/page/3b3c62c78849f32f/de180704-2d17-4a2d-a9ef-335e54096395
行政院環保署（2008年7月）。環保署商請連鎖便利商店不主動提供免洗筷。環保政策月刊，第11卷第7期。https://www.epa.gov.tw/DisplayFile.aspx?FileID=A4839690EE52B641&P=0196a129-740d-4165-8d7c-6fee2f383d72
行政院環保署（2017年10月17日）。樹立國際典範，展開全球環境教育行動號召。https://enews.epa.gov.tw/Page/3B3C62C78849F32F/3547bf85-fef4-43df-9d05-6a353714d60f
行政院環保署（2018年5月）。我國海洋污染防治措施。環保政策月刊，第21卷第5期。https://www.epa.gov.tw/DisplayFile.aspx?FileID=1431F1A5F48A779&P=8ec2474c-382a-4e73-bac0-c573a0d03cd8
波仕特線上市調（2011年6月9日）。Pollster波仕特線上市調：超過半數受訪者會隨身攜帶環保餐具，但只有25%常常使用。https://www.pollster.com.tw/Aboutlook/lookview_item.aspx?ms_sn=1453
波仕特線上市調（2017年2月7日）。Pollster波仕特線上市調：時下年輕人挑戰的「無痕飲食運動」，你還不知道嗎？。https://www.pollster.com.tw/Aboutlook/lookview_item.aspx?ms_sn=3173
創市際市場研究顧問（2018年6月21日）。創市際『無塑習慣』調查。https://www.ixresearch.com/news/news_06_21_18

四、其他
《一次用外帶飲料杯源頭減量及回收獎勵金實施方式》（2011年1月4日，2022年6月28日廢止）。
《一次用飲料杯限制使用對象及實施方式》（2022年4月28日）。
《一次用塑膠吸管限制使用對象及實施方式》（2019年5月8日）。
《臺北市政府禁用一次性及美耐皿餐具執行要點》（2015年8月4日）。
描述 碩士
國立政治大學
國際經營與貿易學系
110351002
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110351002
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.advisor Chen, Chien-Weien_US
dc.contributor.author (Authors) 賴昱嘉zh_TW
dc.contributor.author (Authors) Lai, Yu-Jiaen_US
dc.creator (作者) 賴昱嘉zh_TW
dc.creator (作者) Lai, Yu-Jiaen_US
dc.date (日期) 2022en_US
dc.date.accessioned 5-Jan-2023 15:15:57 (UTC+8)-
dc.date.available 5-Jan-2023 15:15:57 (UTC+8)-
dc.date.issued (上傳時間) 5-Jan-2023 15:15:57 (UTC+8)-
dc.identifier (Other Identifiers) G0110351002en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/142881-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 110351002zh_TW
dc.description.abstract (摘要) 近幾年來，雖然環保意識抬頭，而台灣政府也有持續地推進相關的免洗餐具限制法規、限塑法規以及環保政策，然而台灣民眾使用環保餐具的比例仍成長緩慢。

本論文以有攜帶並使用環保餐具的消費者為調查目標，於網路上發放問卷，並回收共261份有效問卷。本研究進行之目的為探討罪惡感、環保意識、遵守程度、從眾與責任分散對於消費者的環保餐具之使用行為的影響。

研究結果發現：
1.當消費者越容易產生罪惡感，其採用與使用環保餐具之可能性越高。
2.當消費者越有一般性的環保意識時，其使用環保餐具的可能性不會越高；當消費者越有反省性的環保意識時，其使用環保餐具的可能性也越高。
3.當消費者越願意遵守規範或法律，其使用環保餐具的可能性越高。
4.當消費者越有從眾行為，其使用環保餐具的可能性越高。
5.罪惡感對環保餐具的正向影響會隨著責任分散的增加而減少。
6.一般性的的環保意識對環保餐具的正向影響不會隨著責任分散的增加而減少；反省性的環保意識對環保餐具的正向影響會隨著責任分散的增加而減少成。
7.當消費者年齡超過30歲，相較於其他年齡低於30歲之消費者，其較容易產生罪惡感。

最後，根據本研究分析之結果，提出理論意涵及行銷實務與建議。		zh_TW
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 環保餐具 5
第二節 環保意識及相關政策 10
第三節 環保餐具之採用、使用情境，以及習慣養成 14
第四節 影響環保餐具使用之心理因素 19
第三章 研究方法 29
第一節 研究架構 29
第二節 研究假說 30
第三節 研究設計 33
第四節 資料分析方法 38
第五節 問卷發放 39
第四章 資料分析結果 40
第一節 受訪者的基本背景與資料 40
第二節 研究變數因素之萃取 43
第三節 問卷之信度與效度 56
第四節 迴歸分析 57
第五節 假設檢定結果彙整 64
第五章 結論與建議 65
第一節 研究結論與發現 65
第二節 理論意涵 68
第三節 行銷實務與建議 70
第四節 研究的限制與未來研究方向發展 71
參考文獻 73
附錄：研究問卷 79		zh_TW
dc.format.extent 1464123 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110351002en_US
dc.subject (關鍵詞) 環保餐具之使用zh_TW
dc.subject (關鍵詞) 罪惡感zh_TW
dc.subject (關鍵詞) 環保意識zh_TW
dc.subject (關鍵詞) 遵守程度zh_TW
dc.subject (關鍵詞) 從眾zh_TW
dc.subject (關鍵詞) 責任分散zh_TW
dc.title (題名) 環保餐具之使用行為：參考群體之調節效果zh_TW
dc.title (題名) The Usage Habit of Reusable Food Ware: the Adjustment Effect of the Reference Groupen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文部分
林祐平（2012）。框架效應、從眾效應與反抗心理 對網路消費者決策之影響，東海大學資訊管理研究所未出版碩士論文，台灣新竹。
林崇熙（1998）。免洗餐具的誕生：醫學知識在台灣的社會性格分析。台灣社會研究季刊, 第32期, 頁1-37。
張君熙（2016）。罪惡感訴求之公益廣告的影響：訊息框架、時間距離、目標趨近的角色，國立臺灣師範大學管理研究所未出版碩士論文，台灣台北。
張嘉祐（2013）。影響遵守資訊安全規範意圖之因素研究，國立中正大學資訊管理學系暨研究所未出版碩士論文，台灣嘉義。
陳建翰（2020）。飛盤運動與對抗性運動在道德解離與運動員精神之差異研究，國立清華大學體育學系體育碩士在職專班未出版碩士論文，台灣新竹。
游雅婷（2011）。罪惡感有效嗎? 廣告贊助類型和慈善對象之配適度對罪惡感訴求之慈善廣告的影響 ，國立中山大學企業管理學系研究所未出版碩士論文，台灣高雄。

二、英文部分
Aaker, D. A., Stayman, D. M., & Hagerty, M. R. (1986). Warmth in advertising: Measurement, impact, and sequence effects. Journal of consumer research, 12(4), 365-381.
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三、 網頁資料
工商時報（2021年4月21日）。行動，是改變的開始，無痕飲食才是新食尚。https://ctee.com.tw/industrynews/biomed/448715.html
行政院環保署（2002年3月19日）。推動購物用塑膠袋及塑膠類（含保麗龍）免洗餐具限制使用政策。https://enews.epa.gov.tw/page/3b3c62c78849f32f/de180704-2d17-4a2d-a9ef-335e54096395
行政院環保署（2008年7月）。環保署商請連鎖便利商店不主動提供免洗筷。環保政策月刊，第11卷第7期。https://www.epa.gov.tw/DisplayFile.aspx?FileID=A4839690EE52B641&P=0196a129-740d-4165-8d7c-6fee2f383d72
行政院環保署（2017年10月17日）。樹立國際典範，展開全球環境教育行動號召。https://enews.epa.gov.tw/Page/3B3C62C78849F32F/3547bf85-fef4-43df-9d05-6a353714d60f
行政院環保署（2018年5月）。我國海洋污染防治措施。環保政策月刊，第21卷第5期。https://www.epa.gov.tw/DisplayFile.aspx?FileID=1431F1A5F48A779&P=8ec2474c-382a-4e73-bac0-c573a0d03cd8
波仕特線上市調（2011年6月9日）。Pollster波仕特線上市調：超過半數受訪者會隨身攜帶環保餐具，但只有25%常常使用。https://www.pollster.com.tw/Aboutlook/lookview_item.aspx?ms_sn=1453
波仕特線上市調（2017年2月7日）。Pollster波仕特線上市調：時下年輕人挑戰的「無痕飲食運動」，你還不知道嗎？。https://www.pollster.com.tw/Aboutlook/lookview_item.aspx?ms_sn=3173
創市際市場研究顧問（2018年6月21日）。創市際『無塑習慣』調查。https://www.ixresearch.com/news/news_06_21_18

四、其他
《一次用外帶飲料杯源頭減量及回收獎勵金實施方式》（2011年1月4日，2022年6月28日廢止）。
《一次用飲料杯限制使用對象及實施方式》（2022年4月28日）。
《一次用塑膠吸管限制使用對象及實施方式》（2019年5月8日）。
《臺北市政府禁用一次性及美耐皿餐具執行要點》（2015年8月4日）。		zh_TW
dc.identifier.doi (DOI) 10.6814/NCCU202201727en_US