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| ???org.dspace.app.webui.jsptag.ItemTag.dcfield??? | Value | Language |
|---|---|---|
| dc.contributor.advisor | 黃麗君 | zh_TW |
| dc.contributor.advisor | Li-Chun Huang | en |
| dc.contributor.author | 林芸寬 | zh_TW |
| dc.contributor.author | Yun-Kuan Lin | en |
| dc.date.accessioned | 2025-08-21T16:47:06Z | - |
| dc.date.available | 2025-08-22 | - |
| dc.date.copyright | 2025-08-21 | - |
| dc.date.issued | 2025 | - |
| dc.date.submitted | 2025-08-05 | - |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/99200 | - |
| dc.description.abstract | 近年來全球氣候變遷與碳排放議題受到關注，醜蔬果經常因為外觀不佳遭到市場淘汰，造成糧食損耗與碳排放增加。為緩減問題，本研究旨在探討永續消費態度、氣候變遷知識與減碳理念認知的關聯，了解影響消費者購買永續產品的關鍵因素，同時分析不同人口變項產生的差異。本研究將調查對象聚焦於臺灣消費者，透過網路及實體問卷蒐集數據，共取得433份樣本進行分析。研究結果指出，永續消費態度與氣候變遷主觀知識會有效影響消費者的購買意願。而減碳理念認知具有中介效果，會在永續消費態度與購買意願、氣候變遷主觀知識與購買意願、性別與購買意願之間發揮正向作用。此外，女性消費者購買永續產品的意願較高，建議未來可針對不同消費族群的特性調整永續議題行銷策略，提升產品購買意願。 | zh_TW |
| dc.description.abstract | In recent years, increasing attention has been paid to issues related to climate change and carbon emissions. Imperfect fruits and vegetables are often rejected by the market due to their unattractive appearance, resulting in greater food loss and increased carbon emissions. To address this issue, this study aims to explore the relationships among sustainable consumption attitude, climate change knowledge, and carbon reduction awareness, in order to identify key factors influencing consumers’ willingness to purchase sustainable products. The study also analyzes differences based on various demographic variables.
The research focused on consumers in Taiwan, utilizing both online and paper-based questionnaires. A total of 433 valid responses were collected and analyzed. The results of this study indicate that both sustainable consumption attitude and climate change subjective knowledge positively influence consumers’ purchase intention. Furthermore, Carbon reduction awareness serves as a mediating variable, exerting a positive effect between sustainable consumption attitude and purchase intention, climate change subjective knowledge and purchase intention, as well as gender and purchase intention. In terms of demographic variables, female consumers relatively higher willingness to purchase sustainable products. It is recommended that future marketing strategies related to sustainability be tailored to the characteristics of different consumer segments in order to enhance purchase intention. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2025-08-21T16:47:06Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2025-08-21T16:47:06Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | 中文摘要 i
Abstract ii 目次 iii 圖次 iv 表次 v 第一章、緒論 1 第一節 研究背景 1 第二節 研究動機 2 第三節 研究目的 3 第二章、文獻探討 4 第一節 全球減碳行動 4 第二節 醜蔬果與減碳之關聯 10 第三章、研究方法 18 第一節 研究架構 18 第二節 變數的操作型定義與衡量 19 第三節 抽樣對象與抽樣方法 23 第四節 統計方法 24 第四章、資料分析與結果 26 第一節 人口樣本分析 26 第二節 相關性分析 27 第三節 中介效果之層級迴歸分析 28 第四節 變異數分析與t檢定 34 第五章、結論與建議 38 第一節 研究結果與討論 38 第二節 實務意涵 40 第三節 研究限制與未來建議 41 附錄 問卷 43 參考文獻 47 | - |
| dc.language.iso | zh_TW | - |
| dc.subject | 碳排放 | zh_TW |
| dc.subject | 永續消費態度 | zh_TW |
| dc.subject | 氣候變遷知識 | zh_TW |
| dc.subject | 減碳理念 | zh_TW |
| dc.subject | 購買意願 | zh_TW |
| dc.subject | Climate change knowledge | en |
| dc.subject | Carbon emissions | en |
| dc.subject | Purchase Intention | en |
| dc.subject | Carbon reduction awareness | en |
| dc.subject | Sustainable Consumption Attitude | en |
| dc.title | 減碳訊息對消費者購買醜蔬果意願之影響 | zh_TW |
| dc.title | The Impact of Carbon Reduction Messages on Consumers' Willingness to Purchase Imperfect Fruits and Vegetables | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 113-2 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 林如森;胡明哲 | zh_TW |
| dc.contributor.oralexamcommittee | Ju-Sen Lin;Ming-Che Hu | en |
| dc.subject.keyword | 碳排放,永續消費態度,氣候變遷知識,減碳理念,購買意願, | zh_TW |
| dc.subject.keyword | Carbon emissions,Sustainable Consumption Attitude,Climate change knowledge,Carbon reduction awareness,Purchase Intention, | en |
| dc.relation.page | 53 | - |
| dc.identifier.doi | 10.6342/NTU202503238 | - |
| dc.rights.note | 同意授權(限校園內公開) | - |
| dc.date.accepted | 2025-08-07 | - |
| dc.contributor.author-college | 生物資源暨農學院 | - |
| dc.contributor.author-dept | 生物產業傳播暨發展學系 | - |
| dc.date.embargo-lift | 2027-07-30 | - |
| Appears in Collections: | 生物產業傳播暨發展學系 | |
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| ntu-113-2.pdf Restricted Access | 1.86 MB | Adobe PDF | View/Open |
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