| Summary: | 碩士 === 國立中山大學 === 公共事務管理研究所 === 102 === The Taiwan government has implemented many carbon reduction policies, including anti-idling regulations. However, owing to the lack of manpower and monitoring facilities, local governments often cannot implement anti-idling regulations effectively. Therefore, the governments should use social marketing techniques and principles at the same time to change people’s idling behavior.
This study used both a survey and quasi-experiment. The survey questionnaire was mainly used to raise people’s awareness of the environmental impact of idling, and, with social marketing strategies, to foster favorable attitude toward anti-idling. Two hundred and fifty-four parents of students who were studying at a high school participated in the survey. The quasi-experiment is designed to reduce idling behavior of parents who were picking up their children outside the high school. The observation period (including baseline) last for 5 weeks and each time 19 to 42 cars were observed.
The results are as follows:
1. The parents’ were not much aware of the environmental impact of idling, and idling was common.
2. Social marketing strategies (the 4Ps) were able to foster favorable attitude toward anti-idling.
3. The brochure used in the quasi-experiemt could reduce idling.
4. The warmer the weather, the more likely idling would be.
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