近年來全球氣候變遷、溫室氣體效應的議題逐漸受到重視，淨零排放的議題成為了世界關注的焦點，台灣政府也把此議題納入重要政策當中，並且提出「2050淨零排放」的目標。企業方面也會因此逐漸重視產品的碳足跡，但是企業要加快碳足跡減量需要付出代價，為了能有效推廣綠色產品，企業也會相對地想要知道消費者的願付價格。
故本研究使用選擇式聯合分析方法和價格敏感度測試(PSM)分析兩種方法來估計產品的碳足跡減量和消費者願付價格之間的關係，以手機和筆記型電腦兩種產品為例，透過選擇式聯合分析模型探討價格、碳足跡減量、電池壽命、外殼材質這四個屬性以及屬性水準的偏好和相對重要性，同時估計碳足跡減量的顧客願付價格差。接著透過PSM分析碳足跡減量的閾值，並整合兩種方法的研究結果得到碳足跡減量對於願付價格的影響關係。
研究透過問卷設計、分析結果發現全體受訪者對於手機的屬性重要性的排序為價格、碳足跡減量、外殼材質、電池壽命。碳足跡減量25%的願付價格差約4,172元，減量50%的願付價格差約8,009元。碳足跡的閾值約為9%；筆記型電腦的屬性重要性排序為價格、碳足跡減量、外殼材質、電池壽命。願付價格分析碳足跡減量25%的願付價格差約4,764元，減量50%的願付價格差約8,078元。碳足跡減量的閾值約為10%。透過整合分析結果，能了解消費者的偏好，給予企業作為推廣綠色產品的參考依據。

In recent years, global climate change and the greenhouse gas effect have garnered increasing attention worldwide. Corporations are gradually prioritizing the reduction of product carbon footprints. While Consumers are increasingly aware of and interested in buying green products, much research is still needed in terms of important attributes influencing consumers’ purchase decision as well as tradeoffs consumers make when important attributes conflicting against each other. To effectively promote green products, corporations need insights into consumer willingness to pay (WTP). This study employs the Choice-Based Conjoint Analysis (CBC) method and Price Sensitivity Meter (PSM) to estimate the relationship between carbon footprint reduction and consumer willingness to pay. Taking smartphones and laptops as examples. Integrating the findings from both methods provides insights into the impact of carbon footprint reduction on willingness to pay.
Study analysis reveal that among all respondents, the attribute importance ranking for smartphones is price, carbon footprint reduction, casing material, and battery life. Respondents are willingness to pay NT$4,172 for a 25% reduction in carbon footprint, and NT$8,009 for a 50% reduction in carbon footprint, with a carbon footprint reduction threshold at 9%. For laptops, the attribute importance ranking is price, carbon footprint reduction, casing material, and battery life. Respondents are willingness to pay NT$4,764 for a 25% reduction in carbon footprint and NT$8,078 for 50% reduction in carbon footprint, with a carbon footprint reduction threshold at 10%.

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30. Dell（2023），Product Carbon Footprint Dell Precision 7780，造訪日期：2023/12，https://www.delltechnologies.com/asset/en-us/products/workstations/technical-support/dell-precision-7780-pcf-datasheet.pdf
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