| Summary: | 碩士 === 國立臺中教育大學 === 科學應用與推廣學系環境教育及管理碩士班 === 100 === Based on ‘Theory of Planned Behavior’, the study integrated literature review, ‘Global Warming Activism’ claimed by Lubell et al. (2007) and Olson’s (1965) ‘Theory of Collective Action’ and developed into a ‘Collective Theory of Planned Behavior’. The main purpose of the study was to explore and understand the public’s behavioral model of purchasing green mark products for fighting against global warming issue and alleviating global warming.
The subject of the study was the public of the five counties and cities in central Taiwan, and were stratified and randomly sampled out. A total of 960 copies of questionnaire were sent out and 694 copies returned. The recovery rate was 72.3%, and Cronbach α was 0.925. The important results are shown as follows:
The overall behavioral model of consumers’ purchasing green mark products for fighting against global warming shows a well fit model. The model shows that cognition has significant effect on attitude; attitude remarkably affects selective costs and collective interest. Attitude, selective costs and collective interest positively and significantly affects behavioral intention. Behavioral intention has positive and remarkable effect on behavior; as well as behavior positively and significantly affects action.
In this study, when analyzing the anti global warming behavior pattern of consumers in Central Taiwan with purchasing of eco-labeled products, by adding ‘rational attitude’ variables to the model will help enhance the explanatory power of ‘anti warming behavior pattern’ with respect to behavior intention, behavior and action, from which measured values have respectively increased from 42%, 62%, 75% to 60%, 64%, 79%.
Affective attitude is the most influential factor having direct effect on behavioral intention in the model, and the next factor is collective interest, and the next is selective costs. The total effect and direct effect of attitude on behavioral intention are 0.65 and 0.36, respectively. It is shown that the behavior of the public who buy green mark products will be influenced at the same time by the affective attitude and rational attitude.
Furthermore, the behavioral model of the public having bought green mark products for fighting against global warming have a higher awareness, the more positive attitudes, behaviors and actions, and more willing to pay the price and bear interpersonal conflicts than the others who have never bought. The affective attitude of the public having bought has significant effect on behavioral intention, but relatively not be affected by rational attitudes. Otherwise, the public who have never bought relatively provide priority consideration to self selective benefits and collective interests, measure the selective costs, and are more rational relatively.
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