A Study on Elementary School Teachers’ IndividualLow-Carbon Living Practice And the MarketingStrategies for School Natural EnvironmentCharacteristics- An Example of Elementary School Teachers inNantou County

• Main Authors: Shu-Ling Cheng, 鄭淑玲
• Other Authors: Tzyy-Ling Hwu
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/rtb82e

碩士 === 康寧大學 === 企業管理研究所 === 103 === Changing with the times, the phenomenon of fertility collapse is getting worse in recent years. Due to school natural environment characteristics and the growing of environmental awareness, how rural schools in Nantou can integrate low-carbon living with marketing their school natural environment characteristics to promote environmental education in schools and attracting student enrollments is a worth exploring subject to study. A number of 345 elementary school teachers in Nantou County were targeted as research participants and were requested to fill out the questionnaire. In this questionnaires, two scales, such as “teachers’ low-carbon living practice” and “marketing strategies of school natural environment characteristics” were analyzed as well as social demographic variables. Teachers’ low-carbon living practice was factor analyzed as six important ones: resources shared, new healthy life, macrobiotic diets, energy saving, low carbon transport, and energy conservation. Marketing strategies of school natural environment characteristics was analyzed as five factors: school based, marketing strategies, member training, social resources, and environmental greening. Both teachers’ individual low-carbon living practice and their attitude toward environmental protection had positive performance, which helped the policy advocacy. It made school natural environment characteristics marketing easier to push. The findings showed that females outperformed males in the degree of low-carbon living practice, teachers with environmental activities experience or environmental learning experience outperformed those without any experience, and less experienced teachers performed worse than those experienced teachers. In the marketing strategies for school natural environment characteristics performance, experienced teachers outperformed less experienced teachers, teachers with environmental activities experience or environmental learning experience outperformed those without any experience, and young teachers performed worse than other ages teachers. Correlation analysis of the degree of teachers’ individual low-carbon living practice and cognition of marketing strategies of school natural environment characteristics shows that the better performance of low-carbon living practice, the better cognition of marketing school natural environment characteristics. Elementary school teachers take great responsibility for the national basic education. If they dedicate to a low-carbon life in everyday life, they will affect children to develop good habits. With this study, schools promote the marketing strategies for natural environment characteristics and achieve the purpose of attracting student enrollments.