A Social-Marketing Based Survey of Perceptions of Idling and A Quasi-experiment to Reduce Idling Behavior

• Main Authors: Yi-Shen Chen, 陳怡伸
• Other Authors: San-Pui Lam
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/37793349390547602528

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.