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研究生： 游秀萱
You, Xiu-Xuan
論文名稱： 新碳補償指標對消費行為影響之探討
Influence of a new carbon compensation indicator on purchase behavior
指導教授： 福島康裕
Yasuhiro Fukushima
學位類別： 碩士
Master
系所名稱： 工學院 - 環境工程學系
Department of Environmental Engineering
論文出版年： 2013
畢業學年度： 101
語文別： 英文
論文頁數： 114
中文關鍵詞： 碳足跡 、碳補償 、太陽能 、問卷調查
外文關鍵詞： Carbon footprint, Carbon compensation, Solar system, Questionnaire
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    • 碳足跡指標的建立是台灣政府在溫室排放減量的推廣策略之一。藉由產品碳足跡的標記，傳遞在產品生命週期範疇下之溫室氣體排放資訊。期待透過碳足跡的落實，在傳遞環境層面資訊來提昇消費者對環境影響的理解力，進而影響購物態度並達到嶄新的永續購物行為。這種消費行為的改變，可誘導生產者使用較少能、資源或是進行有利於回收的產品設計。然而，經過多年推廣，台灣碳足跡環境資訊傳遞的效力並未如預期。僅有少數民眾會留意此標記，即便有所留意也無法改變其購物選擇。
    消費者購物行為通常包含許多面向，並非僅考量環境層面，且通常最重要的考量因素並不是環境友善。因此，為了有效的誘使消費者進行環境友善的購物行為，消費者的主要購物考量因素將會被考慮。本研究建立一項新指標，名為碳補償(CCI)，該項新指標是利用價格為單位同時表現出產品的特性以及環境影響，用以提昇消費者對於環境影響的理解程度。在該項指標中，碳排放將藉由碳補償技術的使用被轉換為價格的形式，在本研究使用了太陽能技術。該項新指標也藉由問卷調查評估其理解力、環境購物的態度與行為的影響程度。雖然結果顯示碳補償指標的理解力以及影響程度並沒有顯著高於碳足跡，但是藉由多面向的價格形式的程現，碳補償指標期待能引導消費者進行環境友善的購物行為，如較低碳足跡或是較長壽命的產品。然而，在受到理解程度影響之下對於購物態度的轉變的方面，在統計結果上顯示碳補償指標是顯著高於碳足跡。因此相較於碳足跡，碳補償指預期將會有較高的潛力來提昇消費者進行環境友善的購物行為。

    Establishment of the carbon footprint (CFP) labeling scheme is one of the main greenhouse gas (GHG) emission reduction initiatives by the Taiwan government. CFP labels communicate to the consumers the information on GHG emissions induced by the product labeled with a product lifecycle-wide scope. When implemented widely, it was expected that the communicated information would enhance the environmental understanding, thereby influence attitudes and lead to a different and more sustainable purchasing behavior, in which would drive producers to save energy consumption, use less material and design the products that are easier to recycle. However, it is reported after years of aggressive promotion, the effectiveness of communication by using CFP labels is not as apparent as expected in Taiwan. Only a small portion of the consumers notices the labels when they purchase products. Furthermore, even for the noticed labels, it is often not enough influential to change purchase choices.
    Consumers are not only guided by environmental attitude but in various aspects of the product. Furthermore, their primary interest is often not the environmental friendliness. An indicator that better catches the consumer’s attention and that effectively influence purchase behavior while getting along with their primary needs is necessitated. Here a new indicator termed Carbon Compensation Indicator (CCI) is designed. CCI represents environmental impacts in monetary unit to facilitate better understanding, also reflects performance of the products. The conversion of mass of carbon emission into monetary term were made by assuming an introduction of a respective amount of carbon compensating technology, which is solar PV system in this study. The indicator is evaluated from ease of understanding, effects on attitude and behavior by a questionnaire. Although study found that abovementioned effects are not significantly higher than CFP labeling, CCI is expected to guide consumers purchasing to environmental friendly products (i.e. lower CFP, longer LT) because an aggregated monetary term is utilized. Moreover, it is found that the influence of level of understanding of the respective indicator on the purchase behavior is different – it is significantly higher for CCI than the CFP. Therefore, CCI is expected to have comparatively higher potential on effect of environmental friendly purchasing enhancement to CFP labeling.

    Abstract i 中文摘要 iii Acknowledgement iv Table of contents vi Figures index x Table index xii Chapter 1 Introduction 1 1.1 Preface 1 1.2 Motivation 3 1.3 Objective 4 Chapter 2 Literature review 5 2.1 Carbon footprint labeling 5 2.1.1 Interpretation 5 2.1.2 Scope setting 7 2.1.3 Main purpose of CFP labeling 9 2.1.4 Promotion strategy of CFP labeling in Taiwan 10 2.1.5 Current promotion circumstance of CFP labeling 11 2.2 Carbon compensation 12 2.2.1 Definition 12 2.2.2 Benefits of compensation 12 2.3 Photovoltaic (PV) 13 2.3.1 Mechanism 13 2.3.2 Classification 15 2.4 Statistical analyses 17 2.4.1 Validity analysis 17 2.4.2 Reliability analysis 17 2.4.3 Descriptive statistics 18 2.4.4 AVONA 19 2.4.5 Independent t-test 19 2.5 Business model 20 2.5.1 Definition of business model 20 2.5.2 Business model ontology 20 Chapter 3 Methodology 24 3.1 Design of carbon compensation 26 3.1.1 Main idea of carbon compensation 26 3.1.2 Scope of compensation 27 3.1.3 Determination of carbon compensation technology (CCTs) 28 3.2 Estimation of CCI 29 3.2.1 Carbon compensation media 29 3.2.2 Installation capacity 31 3.2.3 Cost for carbon compensation 33 3.2.4 Carbon compensation indicator 35 3.3 Data collection 36 3.3.1 CCTs-related 36 3.3.2 Cost-related 38 3.4 Evaluation of CCI 40 3.4.1 Questionnaire design 40 3.4.2 Questionnaire analysis 43 Chapter 4 Result and discussion 45 4.1 Characteristics of CC 45 4.1.1 Compensation with same cost 45 4.1.2 Compensating same CFP 46 4.1.3 Compensating with fixed time limitation 47 4.2 Application of CC value 49 4.3 Demonstration of CCI 51 4.3.1 Guiding to lower CFP purchasing 51 4.3.2 Guiding to longer lifetime purchasing 52 4.4 Validity and Reliability analysis 54 4.4.1 Validity analysis 54 4.4.2 Reliability analysis 55 4.5 Descriptive statistics 56 4.5.1 Distribution of samples 56 4.5.2 Mean, standard deviation and variance analysis of aspects 56 4.5.3 Purchasing behavior- With lifetime, price and CFP labeling 57 4.5.4 Purchasing behavior- With lifetime, price and CCI 57 4.6 ANOVA of purchasing behavior 61 4.6.1 With lifetime and price and CFP labeling 61 4.6.2 With lifetime and price and CCI 63 4.7 Grouping level of agreement 65 4.7.1 Awareness survey 66 4.7.2 Effectiveness of environmental labeling 68 4.8 Comparison of environmental labeling 70 4.8.1 Understanding 70 4.8.2 Attitude 71 4.8.3 Behavior 72 4.9 Cross analysis 73 4.9.1 Interaction to environmental labeling attitude 74 4.9.2 Interaction to environmental labeling behavior 80 4.10 Conclusion of questionnaire 88 Chapter 5 Conclusion 91 Chapter 6 Suggestions 92 6.1.1 Guidance construction 92 6.1.2 Business model for producers 94 6.1.3 Consumers 96 6.2 Future work 98 Reference 99 Appendix 103

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