如何促進民眾選擇綠色旅遊之意願？—以輕推政策工具的應用為例

Abstract

根據國際能源署（IEA）報告，淨零排放目標中8%的減排來自民眾行為改變，顯示行為干預對淨零目標的關鍵性。 2020年政府推出的「淨零綠生活」政策推廣綠色旅遊，但因僅限宣傳，成效有限。本研究探討輕推政策工具對綠色旅遊意願的影響，同時分析「國民旅遊卡政策」對公務人員所產生之心理偏誤。 本研究於2025年4月24日至5月14日針對臺北市民眾與公務人員進行網路問卷調查，回收242份有效問卷。透過模擬旅遊平台「綠住好行」，設計兩組輕推干預，實驗組一為「社會規範輕推」，強調多數人選擇綠色旅遊；實驗組二為「即時回饋輕推」，提供碳排放即時資訊。結果顯示，「社會規範」與「即時回饋」輕推資訊介入對於提升綠色旅遊意願在中低教育程度者受試者更為有效。針對綠色旅遊部分，民眾將旅遊視為特殊情境，降低環境友善行為意願。加上綠色旅遊推廣受限於訂房平台缺乏綠色選項與資訊透明度不足而導致民眾無從選擇。 基於研究結果，本研究提出以下政策建議。首先為政府應與訂房平台合作，於平台顯著標示即時碳排放資訊，提升民眾對旅遊決策環境影響的認知。再者為優化「淨零綠生活」指引，並整合綠色旅遊資訊於統一平台，增進資訊可近性與普及化。 本研究驗證了輕推理論在綠色旅遊推廣中的適用性，並揭示不同性別與教育程度之影響，為政策制定提供實證基礎。未來研究建議擴大樣本範圍，納入不同區域的民眾，並設計更貼近真實情境的實驗設計。 關鍵詞：行為經濟學、輕推理論、淨零綠生活、綠色旅遊

According to a report by the International Energy Agency (IEA), 8% of emissions reductions in the net-zero pathway are expected to come from changes in individual behavior, highlighting the critical role of behavioral interventions in achieving net-zero goals. In 2020, the government introduced the "Net-Zero Green Living" policy to promote green tourism; however, the policy’s effectiveness has been limited due to its sole focus on publicity. This study examines the impact of "nudge" policy tools on individuals’ willingness to engage in green tourism, while also analyzing the psychological biases resulting from the "National Travel Card Policy" among public servants. An online questionnaire survey was conducted between April 24 and May 14, 2025, targeting both the general public and public servants in Taipei City, yielding 242 valid responses. Using a simulated travel booking platform, "綠住好行," two nudge interventions were designed: Experimental Group 1 received a "social norm nudge," emphasizing that most people choose green travel options; Experimental Group 2 received a "real-time feedback nudge," providing immediate carbon emission information.Results show that both the "social norm" and "real-time feedback" nudge interventions were more effective in increasing participant’s willingness to participate in green tourism among those with lower to medium education levels. The study also found that many individuals perceive tourism as a special occasion, which reduces their willingness to engage in environmentally friendly behavior during travel. In addition, green tourism promotion is hindered by the lack of green options and low transparency of information on booking platforms, leaving consumers with limited choices. Based on the findings, this study proposes several policy recommendations. First, the government should collaborate with booking platforms to prominently display real-time carbon emission information, thereby enhancing public awareness of the environmental impact of travel decisions. Second, the "Net-Zero Green Living" guidelines should be refined, and green tourism information should be consolidated into a unified platform to improve accessibility and public reach. This study confirms the applicability of nudge theory in promoting green tourism and reveals the moderating effects of gender and education level, providing empirical evidence for policy formulation. Future research is encouraged to expand the sample to include individuals from different regions and to design experiments that more closely reflect real-life travel scenarios.

Keywords: Behavioral Economics, Nudge Theory, Net-Zero Green Living, Green Tourism