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| Title: | 彌合意圖行為差距：探討政策行銷對民眾使用循環杯服務的意願及行為之影響
Bridging the intention-behavior gap: exploring the impact of policy marketing on public willingness and behavior in using reusable cup services |
| Authors: | 蔡孟瑾 |
| Contributors: | 王慧敏
蔡孟瑾 |
| Keywords: | 一次用飲料杯
循環杯
計畫行為理論
意圖-行為差距
政策行銷
single-use cups
reusable cups
Theory of Planned Behavior
intention-behavior gap
policy marketing |
| Date: | 2025 |
| Issue Date: | 2025-08-04 13:36:01 (UTC+8) |
| Abstract: | 近年來，環境永續議題備受關注，針對一次性飲料杯過度使用的問題，行政院環境保護署制定《一次用飲料杯限制使用對象及實施方式》，規定連鎖便利商店、速食店等應免費提供循環杯供消費者借用，但在政策推行後發現民眾的使用率未如預期。各國學者們也開始針對此議題進行研究，欲了解消費者的接受程度、使用意願和行為，其中更發現有意圖-行為差距的現象。因此，本研究旨在探討影響民眾使用循環杯的因素，並進一步分析政策行銷如何促進意圖向行為的轉化。以計畫行為理論為基礎，擴展其模型納入環保意識、政策行銷6Ps組合等研究變項，透過問卷調查收集資料，運用量化研究法進行分析。
本研究以18~60歲民眾為調查對象，透過網路發放問卷共三週的時間，總計回收555份有效問卷。研究結果顯示，環保意識、態度、主觀規範、知覺行為控制及政策行銷組合皆顯著影響行為意圖，其中主觀規範、知覺行為控制與行為意圖會直接影響民眾使用循環杯的比率。政策行銷組合中，產品、定價、通路及促銷等構面能顯著正向預測民眾實際使用循環杯比率亦能顯著預測民眾是否會使用循環杯。最後，主觀規範、知覺行為控制和政策行銷對實際行為的影響亦沒有透過行為意圖進行中介，顯示意圖-行為差距的現象的存在。
基於本研究結果，提供未來政府在推動相關措施時的建議，區分為短期的行銷溝通，與長期的政策設計兩面向。首先，落實循環杯政策的推廣與溝通，善用社會影響力，加強與第一線提供循環杯服務店家的合作，此外，仍需提升循環杯服務的普及度並加強資訊的傳遞和服務宣傳。更重要的是，長期而言，建議重新思考政府設計循環杯服務政策的主軸，檢視循環杯政策和自帶環保杯優惠政策之間的關係，也需考量消費者的特性，「當場借、當場還」的模式更適合現階段的政策發展。
In recent years, environmental sustainability has drawn growing attention. To address the excessive use of single-use beverage cups, government introduced regulations requiring stores to offer free reusable cup borrowing services. However, some findings showed low user adoption. Thus, this study investigates the factors influencing reusable cup usage and examines how policy marketing can bridge the intention-behavior gap. Based on the Theory of Planned Behavior, the model was extended to include environmental awareness and the 6Ps of policy marketing. A quantitative survey was conducted online over three weeks, collecting 555 valid responses from individuals aged 18 to 60.
Results indicate that environmental awareness, attitudes, subjective norms, perceived behavioral control, and policy marketing significantly affect behavioral intention. Notably, subjective norms and perceived behavioral control also directly influence actual usage. Among marketing factors, product, pricing, place, and promotion significantly predict both intention and actual behavior. Furthermore, some key factors influenced behavior without being mediated by intention, confirming the intention-behavior gap. Based on the findings, this study offers practical suggestions for government action. In the short term, strengthen communication efforts, leverage social influence, and enhance collaboration with service providers. Increase the visibility and accessibility of reusable cup services. In the long term, reconsider policy design—especially the relationship between reusable cup policies and incentives for personal cup use. A "borrow and return on-site" model may better suit current consumer behavior. |
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| Description: | 碩士
國立政治大學
公共行政學系
112256017 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112256017 |
| Data Type: | thesis |
| Appears in Collections: | [公共行政學系] 學位論文
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