永續性陷阱：擁抱永續價值觀如何在傳統節慶中導致意想不到的負面環境後果

Abstract

現代人的生活中充斥著各式各樣的儀式節慶，有富涵宗教意義、傳統習俗的，例如西方的聖誕節、華人的清明節，也有因行銷活動而衍生的商業節慶，像是天貓雙11、情人節。先前研究指出，儀式 (Ritual) 能夠對產品服務的享受程度、購買意圖、甚至是品牌連結產生正面的影響，意味著品牌可以將消費的過程儀式化，藉此提升對消費者的效用。隨著全球環保意識抬頭，越來越多關於傳統節慶對環境產生負面影響的公眾議題出現，例如萬聖節變裝會消耗上千噸的塑膠、元宵節放天燈造成的天燈殘骸、火災問題，反映出延續地方傳統文化與環保意識之間的衝突。然而卻很少有研究探討節慶儀式的負面後果，因此，本研究旨在補足這些研究缺口，探討同一項節慶但以不同氛圍塑造所造成的行為差異，提出假說一：傳統框架下的消費者會更傾向古法消費輪廓、假說二：當環境關注越強，會導致傳統框架下的消費者更傾向古法消費輪廓，在商業化框架下則沒有顯著影響、假說三：同時面臨傳統與環保產品的選擇時，更傾向古法消費輪廓的人們會傾向做出非環保決策，假說四：偏好消費輪廓中介了節慶框架對環保產品偏好的影響。 此篇研究以網路問卷為設計基礎，一共收集193筆有效樣本作為分析之用。根據研究結果，我們發現節慶框架效應確實存在，當消費者參與一個相對強調傳統文化價值的節慶時，表現出對於環保產品的較低偏好，也就是說，相對商業化的節慶反而能夠增強消費者的環保產品偏好。並由中介分析表明，強調傳統文化價值能夠作為啟動偏好消費輪廓的機制，使得消費者傾向古法消費輪廓，最終導致在節慶中作出不環保的決策。最後，本研究還發現一種有趣的現象，原本較具有環保概念的人們反而在傳統框架下，更傾向作出不環保的決策。 透過本研究的實驗結果，有助於相關領域更深入理解節慶儀式對消費者行為的影響，了解這些影響因素可以幫助組織和行銷專業人員設計更有效的策略與方案，透過塑造適當的節慶氛圍，鼓勵消費者在儀式中作出環保決策，進而實現永續發展的願景，使得慶祝活動不僅僅能夠使得有意義的文化傳統與歷史被延續，也能同時兼顧對地球環境資源的保護。

In modern society, various ritualistic festivals coexist, ranging from those deeply rooted in religious and cultural traditions, such as Christmas and Qingming Festival, to commercially-driven events like Singles' Day and Valentine's Day. Previous research has indicated that rituals can positively influence consumer enjoyment, purchase intentions, and brand connections, suggesting that brands can incorporate rituals into the consumer experience to enhance utility. However, with the rise of global environmental awareness, public concerns about the negative impacts of traditional festivals on the environment have emerged. Examples include the excessive use of plastic during Halloween costume parties, the debris caused by sky lanterns during Lantern Festival, and associated fire hazards, revealing a conflict between preserving local traditions and promoting environmental consciousness. Despite this, there is limited research on the negative consequences of festival rituals. Therefore, this study aims to fill this research gap by proposing three hypotheses. First, consumers within a traditional framework are more inclined towards the traditional consumption profile. Second, As environmental concern strengthens, it leads to traditional-frame consumers being more inclined towards the traditional consumption profile, while it does not have a significant impact within the commercialized frame. Third, when faced with choices between traditional and environmentally-friendly products, individuals who prefer the traditional consumption profile are more likely to make non-environmentally friendly decisions. Fourth, preferred consumption profiles mediates the relationship between the festival framing and the preference for environmentally-friendly products. Using an online questionnaire, this study collected 193 valid samples for analysis. The results confirmed the existence of the festival framing effect. Consumers participating in festivals that emphasize traditional cultural values showed a lower preference for environmentally friendly products, while relatively commercialized festivals enhanced consumers' preference for such products. Mediation analysis revealed that emphasizing traditional cultural values acts as a mechanism to initiate ritualistic consumption profiles, ultimately leading to non-environmentally friendly decisions during festivals. Interestingly, the study also found that individuals with initially higher environmental consciousness tend to make non-environmentally friendly decisions under traditional festival framing. The findings of this study contribute to a deeper understanding of the impact of festival rituals on consumer behavior. Understanding these influencing factors can assist organizations and marketing professionals in designing more effective strategies and interventions. By shaping appropriate festival atmospheres and encouraging consumers to make environmentally friendly decisions during rituals, the vision of sustainable development can be achieved, ensuring the continuation of meaningful cultural traditions and histories while simultaneously preserving the Earth's environmental resources.