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研究生： 陳寶樺
Small, Bronwyn
論文名稱： Exploring the relationship between environmental consciousness and willingness to pay for environmental measures
Exploring the relationship between environmental consciousness and willingness to pay for environmental measures
指導教授： 謝文真
Hsieh, Wen-Jen
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所碩士班
Institute of International Management (IIMBA--Master)
論文出版年： 2009
畢業學年度： 97
語文別： 英文
論文頁數： 76
外文關鍵詞： environmental attitudes, environmental behavior, environmental tax, voluntary carbon offsets, willingness to pay, global warming
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    • Stern (2007) stated global warming represents the failure of the market on a colossal scale. Economic theory says prices are set by the forces of supply and demand in the market. However, greenhouse gases are considered an externality in economic terms; that is, environmental costs are not paid for by those who create the emissions. The key aim in implementing environmental measures is to ensure that those generating emissions face a marginal cost of emissions that reflects the damage they cause. Not only does this encourage emitters to invest in alternative, low-carbon technologies, it encourages consumers to change their spending habits in response to price increases (Stern, 2007).
    We explore the idea of environmental costs as externalities in the context of willingness to pay for environmental measures. These environmental measures include an environmental tax and voluntary carbon offsets. To determine an individual's willingness to pay a tax or voluntary carbon offsets, we explore an individual’s environmental consciousness, which has been broken down into three distinct constructs: environmental attitudes, environmental behavior and ascription of responsibility.

    ACKNOWLEDGEMENTS .................................................................................................... I ABSTRACT ............................................................................................................................. II TABLE OF CONTENTS ..................................................................................................... III LIST OF TABLES .................................................................................................................. V LIST OF FIGURES .............................................................................................................. VI CHAPTER ONE ...................................................................................................................... 1 INTRODUCTION................................................................................................................... 1 1.1 RESEARCH BACKGROUND ................................................................................................. 1 1.2 RESEARCH OBJECTIVES AND MOTIVATIONS ..................................................................... 2 1.3 PURPOSE AND SCOPE OF THE STUDY ................................................................................. 4 1.4 RESEARCH STRUCTURE ..................................................................................................... 5 1.5 RESEARCH PROCESS .......................................................................................................... 5 CHAPTER TWO ..................................................................................................................... 7 LITERATURE REVIEW ....................................................................................................... 7 2.1 DEFINITION OF RELEVANT RESEARCH VARIABLES ........................................................... 7 2.1.1 Global Warming and Climate Change ..................................................................... 7 2.1.2 Anthropogenic Climate Change ................................................................................ 8 2.1.3 Environmental Attitudes .......................................................................................... 10 2.1.4 Environmental Behavior ......................................................................................... 11 2.1.5 Ascription of Responsibility .................................................................................... 12 2.1.6 Willingness to Pay................................................................................................... 13 2.1.7 Environmental Tax .................................................................................................. 14 2.1.8 Voluntary Carbon Offsets ....................................................................................... 16 2.2 INTERRELATIONSHIP AMONGST RESEARCH CONSTRUCTS ............................................... 20 2.2.1 Interrelationship between Environmental Attitudes and Ascription of Responsibility ................................................................................................................... 20 2.2.2 Interrelationship between Environmental Attitudes and Environmental Behavior 20 2.2.3 Interrelationship between Ascription of Responsibility and Environmental Behavior ........................................................................................................................... 21 2.2.4 Interrelationship between Environmental Attitudes and Environmental Tax ......... 22 2.2.5 Interrelationship between Ascription of Responsibility and Environmental Tax ... 23 2.2.6 Interrelationship between Environmental Attitudes and Voluntary Carbon Offsets ......................................................................................................................................... 23 2.2.7 Interrelationship between Ascription of Responsibility and Voluntary Carbon Offsets .............................................................................................................................. 24 CHAPTER THREE ............................................................................................................... 25 RESEARCH DESIGN AND METHODOLOGY ............................................................... 25 3.1 CONCEPTUAL MODEL ...................................................................................................... 25 3.2 CONSTRUCT MEASUREMENT ........................................................................................... 26 3.2.1 Environmental Attitude (Ecological Worldview) .................................................... 26 3.2.2 Environmental Behavior (Willingness to Act) ........................................................ 28 3.2.3 Ascription of Responsibility .................................................................................... 29 3.2.2 Environmental Tax .................................................................................................. 30 3.2.2 Voluntary Carbon Offsets ....................................................................................... 31 3.3 HYPOTHESES TO BE TESTED ............................................................................................ 32 3.4 QUESTIONNAIRE DESIGN ................................................................................................. 33 3.5 SAMPLE PLAN ................................................................................................................. 34 3.6 DATA ANALYSIS PROCEDURE ......................................................................................... 35 3.6.1 Descriptive Statistic Analysis .................................................................................. 35 3.6.2 Factor Analysis and Reliability Tests ..................................................................... 35 3.6.2 Bivariate Correlation .............................................................................................. 36 3.6.3 Internal Consistency Analysis (Cronbach’s Alpha) ................................................ 36 3.6.4 Multiple Regression Analysis .................................................................................. 36 CHAPTER FOUR .................................................................................................................. 37 DESCRIPTIVE ANALYSIS AND RELIABILITY TESTS .............................................. 37 4.1 DESCRIPTIVE ANALYSIS .................................................................................................. 37 4.2 DATA COLLECTION ......................................................................................................... 37 4.3 CHARACTERISTICS OF RESPONDENTS .............................................................................. 37 4.4 MEASUREMENT RESULTS FOR RELEVANT RESEARCH VARIABLES .................................. 39 4.5 FACTOR ANALYSIS AND RELIABILITY TESTS .................................................................. 43 4.5.1 Environmental Attitudes .......................................................................................... 44 4.5.2 Ascription of Responsibility .................................................................................... 44 4.5.3 Environmental Behavior ......................................................................................... 44 4.5.4 Environmental Tax – WTP ...................................................................................... 46 4.5.5 Voluntary Carbon Offsets –WTP ............................................................................ 46 4.6 MULTIPLE REGRESSION AND REGRESSION ANALYSIS ..................................................... 47 4.7 REGRESSION ANALYSIS ................................................................................................... 48 4.8 T-TEST BETWEEN ENVIRONMENTAL TAX AND VOLUNTARY CARBON OFFSETS.............. 51 4.9 DEMOGRAPHIC RESULTS ................................................................................................. 52 CHAPTER 5 ........................................................................................................................... 54 CONCLUSIONS AND SUGGESTIONS ............................................................................. 54 5.1 RESEARCH CONCLUSIONS ............................................................................................... 54 5.2 RESEARCH SUGGESTIONS ................................................................................................ 55 5.3 RESEARCH LIMITATIONS ................................................................................................. 57 5.5 FUTURE DIRECTION ........................................................................................................ 57 APPENDICES ........................................................................................................................ 59 APPENDIX A: QUESTIONNAIRE .............................................................................................. 59 REFERENCES...................................................................................................................... 63

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