以政策行銷角度探析我國綠色消費行為之研究—以環保集點制度為例

Abstract

公部門從過去到現在，都有許多師法企業的作為，為了提升政策能見度，將私部門的行銷概念引進政府部門使用，政策行銷概念及理論開始被廣為討論，發展至今已相當成熟。 由於全球的環境狀況惡化，各國都開始重視環境保護的議題，為了達成永續發展的目標，行政院環保署開始推動相關的政策，透過環保集點APP向人民推廣綠色消費態度及行為，讓民眾從集點活動實踐綠色消費行為，藉此由生活中培養環保的消費習慣。 因此，本文以政策行銷理論探討環保集點APP的行銷行為及其成效，運用次級資料、深度訪談及問卷調查等方法了解目前政府於這項政策上有什麼政策行銷行為，並透過民眾對這項政策的認知及評價了解政策本身及政策行銷的成效。經過行銷組合分析、社群媒體分析以及問卷調查分析後，發現政府多投注其心力在6P行銷組合中的推廣、夥伴及價格上，運用許多社群媒體平台推廣、積極找尋合作店家擴大環保集點APP的可用性以及增加集點誘因。但是對民眾來說，該政策的認知度仍偏低，且該政策有些缺點會降低民眾的使用誘因及不符合政策理念。另外，就行銷層面而言，透過問卷了解民眾意見，發現社群媒體對行銷的重要性逐漸提升。 根據研究結果，本文結論出環保集點APP的行銷管道十分多元，且機關首長對政策行銷有其影響力，但環保集點APP本身問題會降低使用誘因，且民眾與政府對該政策的認知有落差。因此本文建議政府在行銷上可以做出市場區隔及使用推力策略解決認知落差及不足的問題，並改正環保集點APP的缺點。

Throughout the years, the concept of marketing, learned from private institutions, has been introduced to the government and gradually develops into an important and widely recognized strategy in promoting policies to the public. The deterioration of the global environment is an issue which countries are consistently making efforts to prevent. To improve and raise awareness of national sustainable development, the Environmental Protection Department of the Executive Yuan has implemented policies to promote green consumption to the public, one of which includes the “Green Point APP”, a mobile application consisting of a point rewarding system encouraging users to pursue an eco-friendly lifestyle. Therefore, this article discusses the effectiveness of the “Green Point APP” as a policy marketing strategy, by cross analyzing secondary data, in-depth interviews, and questionnaires made with the public. The general analysis of policy marketing models, social media, and surveys shows that among the “6P” marketing portfolio, the government emphasizes on promotion, partnership and price, mainly promoting through social media platforms, and joining with corporates to achieve wide usage of the application. Although in practice, the public recognition of this policy is low, and certain defects of it significantly reduces incentives of usage, the importance of social media marketing does not cease to increase. The research results imply that there is potential in the marketing methods of the “Green Point APP” application, with political leader figures highly influential in the process. However, not only does the disadvantages of “Green Point APP” cause a decrease in usage, but there is also a cognitive gap between the public and the government. Therefore, this article suggests that the government should primarily segment the target market, followed by “Nudge” strategies to reduce the cognitive gaps and finally, adjust and enhance the functions of “Green Point APP”.