环保意识与绿色消费行为之研究诱因排挤效果之.PDF

2012 TOPCO 崇越論文大賞 論文題目 環保意識與綠色消費行為之研究： 誘因排擠效果之驗證 報名編號： D0053 環保意識與綠色消費行為之研究： 誘因排擠效果之驗證 摘要 誘因排擠效果指的是透過外在金錢上的干預會削弱內在的動機。本研究之 目的在探討誘因排擠效果是否在消費者力行環保的過程中會真實發生。於是，本 研究先探討環保意識對綠色消費行為的影響，再探討誘因機制在環保意識與綠色 消費行為之間的效果與影響。研究中誘因機制包含兩種類型：現金優惠折扣與環 保替代方案。本研究以296位住房旅客為研究對象。實證結果顯示：環保意識對 綠色消費行為呈現正向的影響；現金優惠折扣的誘因機制並不會讓續住的住房旅 客選擇重複使用床單被套；相對地，環保替代方案的誘因機制確會讓續住的住房 旅客繼續力行環保。此外，就住房旅客背景上，女性與年輕的房客較會願意力行 環保。本論文的貢獻在於藉由旅館飯店之住房旅客的實證分析以說明誘因排擠效 果的存在以及旅館如何推出新的環保策略以因應誘因排擠效果的發生。 關鍵字 ：環保意識、綠色消費行為、誘因機制、內在動機、誘因排擠效果 Abstract Motivation crowding effect suggests that external money intervention weakens the intrinsic motivation. The purpose of this study is to examine whether the motivation crowding effect actually occurs during the process where consumers try to stay environmentally friendly. Thus, this study will first investigate the effect of environmental protection consciousness on green customer behavior, and then investigate the effect incentive mechanisms have on environmental protection consciousness and green customer behavior. 296 hotel guests are used as research objects. Research results show that environmental protection consciousness positively affects green consumer behavior. Cash discount incentives have no effect on the choice of hotel guests to reuse their bed sheet or towels; on the contrary, environmental protective alternatives are great incentives for hotel guests to maintain their environmentally friendly behaviors. Regarding the demographics of hotels guests, female and younger guests are more inclined to be environmentally friendly. The contribution of this paper is that it proves the existen