A Study of Consumer Willingness to Pay for Environmental Knowledge, Green Consumption Attitude and Behavioral – An Example of Environmentally Self-Melt Insulation Tape

• Main Authors: SHIU, JIA-MING, 許家銘
• Other Authors: WANG,CHIEN-CHIH
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/5jwmnk

碩士 === 明志科技大學 === 工業工程與管理系碩士班 === 106 === 　　The waste and incineration of PVC insulating tape produce hydrogen chloride and dioxins furans that are one of the key sources damaging the ecological environment. Under the United Nations Stockholm Convention, pollutants, such as dioxins furans are required to reduce and eliminate where feasible. Taking environmentally friendly self-fusible insulating tape that is newly developed as the object of the study, this study discusses the influence of consumer on willingness to pay in the framework of knowledge of environment, attitude to green consumption and consumer behavior through questionnaire design and data analysis. 　　There were 304 valid questionnaires collected by paper and online. This study finds that there is a positive correlation between consumer’s knowledge of environment and attitude to green consumption; there is a positive correlation between consumer’s attitude to green consumption and behavior of green consumption; there is a positive correlation between consumer’s knowledge of environment and behavior of green consumption (adj. R2=37.7%、58.1%、24.7%). In addition, 59.5% of people who have more better knowledge of environment, attitude to green consumption and behavior of green consumption are willing to pay more NTD $60 than the general public to buy newly-developed, environmentally-friendly, self-fusible insulating tape. This study advises government agencies to positively implement the publicity of environmental knowledge to the public and provides manufactures with a reference of cost estimating.