高雄厝計畫是一個以綠建築概念為主體的地區性綠建築住宅發展計畫。同時高雄厝也是一種對環境永續、減少碳排放與降低生態負荷有所幫助的建築型態。高雄市政府運用行銷的技術和原則進行宣導，讓民眾自願接受高雄厝，以提升整體環境品質，此與社會行銷的概念和目的相同。由歷年資料得知，高雄厝計畫文宣是民眾最容易獲得相關資料的管道，然而對於高雄厝文宣之宣傳效果以及社會行銷在高雄厝計畫當中之角色的相關研究幾乎沒有。故本研究採用社會行銷4P之角度來探討高雄厝計畫文宣對於民眾態度產生之影響。並藉由研究結果提供文宣之改善建議，以達到推廣節能減碳、環境永續與生態保護之目的。
本研究採單ㄧ組前後測之準實驗設計，以中山大學公事所21位學生作為研究對象，進行共計30分鐘之準實驗。並搭配前後測問卷來比較受測者在實驗前和實驗後所產生的態度變化，以及了解不同背景變項對受測者態度之關係。
研究結果發現：
1. 聽過高雄厝或高雄厝計畫的受測者僅佔全體受測者的14.3%。此結果顯示多數人仍未聽過高雄厝計畫，相關宣傳和推廣仍有加強空間。
2. 受測者的不同背景變項無論是性別的不同、環保參與經驗的有無、居住在都市還是鄉村、以及住在高密度住宅或低密度住宅，對受測者的高雄厝態度皆無顯著影響。即不同背景變項之受測者對高雄厝之態度並無顯著差異。
3. 受測者瀏覽過高雄厝文宣後，對高雄厝計畫之態度有顯著正面提升。顯著提升的層面包含認知、情感、行為以及社會行銷4P中的需求滿足(Product)、成本代價(Price)和途徑便捷(Place)。
依據研究結果，高雄厝計畫文宣對民眾之社會行銷效果甚為良好，但仍須加強提供之資訊內容並搭配更多樣的宣傳方式以達到最佳的宣傳效果。

Kaohsiung LOHAS (Lifestyles of Health and Sustainability) Building Label Project is a Taiwanese regional building development project based on the concept of green building considering energy saving, environmental friendly, and waste reduction. This project encourages people to accept and to modify their attitude toward Kaohsiung LOHAS Building voluntarily as the concept of social marketing. However, researches about Kaohsiung LOHAS Building from perspective of social marketing and marketing materials are none. Because the social benefits contained, the concept of social marketing 4Ps was used to form this study. Then, the subjects’ attitude change toward Kaohsiung LOHAS Building Label Project were analyzed after viewing marketing materials. Finally, the goal of this study as promoting Kaohsiung LOHAS Building for better environmental sustainability could be accomplished by providing suggestions on marketing materials.
One group pre-experiment & post-experiment design of quasi-experiment was conducted to 21 subjects in 30 minutes with marketing materials of Kaohsiung LOHAS Building Label Project. The research findings are:
1. Few subjects have heard Kaohsiung LOHAS Building or Kaohsiung LOHAS Building Label Project.
2. No matter what the demographics the subjects have, their attitude toward Kaohsiung LOHAS Building Label Project shows no significant difference.
3. Marketing materials of Kaohsiung LOHAS Building Label Project have positive influence on changing subjects’ attitude in social marketing 4P dimensions.
According to the result, the promotional effectiveness of Kaohsiung LOHAS Building’s marketing materials is quite good. However, several improvements on marketing materials are acquired for achieving the better public awareness.

論文審定書 ……………………………………………………………………………. i
Acknowledgment ……………………………………………………...…………….... ii
Chinese Abstract (中文摘要) ...………………………………………..………………. iii
Abstract ………………………………………………………….…….………………. iv
Chapter 1: Introduction ……………………………………………………..………….. 1
1.1 Background ……………………………………………………………..……….. 1
1.2 Research Motivation ………………………………………………………..……. 8
1.3 Research Purpose …………………………………………………………..…….. 9
1.4 Research Process ……………………………………………………………….. 10
Chapter 2: Literature Review …..……………………………………………………... 11
2.1 Development of Green Building Concept ………………...……..……..……….. 11
2.2 Introduction of Kaohsiung LOHAS Building Label Project ……..…………….. 27
2.3 The Importance and the Role of Social Marketing ……………………………... 34
2.4 Definition and Assessment of Attitude …………………………………………. 49
Chapter 3: Research Method ………………………………….……………………….. 53
3.1 The Design of this Research …………………………………………….……… 53
3.2 Conceptual Framework …………………………………………………………. 55
3.3 Subjects of the Experiment……………………………………………………… 56
3.4 Materials of the Experiment …………………………………………................. 56
3.5 Questionnaire Design …………………………………...……………………… 63
3.6 Data Analysis ………………………………………...…………………………. 85
Chapter 4: Result Analysis ……………………………………...…………………….. 86
4.1 The Item Analysis for the Formal Questionnaires …………………………….... 91
4.2 The Validity and Reliability Analysis for the Formal Questionnaires …………. 102
4.3 The Analysis of Subjects’ Attitude before Experiment ………………………... 115
4.4 Analyses of the Attitude Difference between pre- and post- Experiment …….. 119
4.5 Analyses of Subjects’ Attitude with Demographic Variables after Experiment .. 127
Chapter 5: Conclusions and Suggestions …………………………………………….. 132
5.1 Research Findings ……………………………………………………………... 132
5.2 Suggestions ……………………………………………………………………. 137
5.3 Limitations of this Study ………………………………………………………. 139
5.4 Recommendations for Future Research .……………………………………… 140
References …………………………………………………………………………… 141
Appendix …………………………………………………………………………….. 148
Appendix.1: Formal Pre-experiment Questionnaire ……………….……………… 148
Appendix.2: Formal Post-experiment Questionnaire ……………………………... 152
Appendix.3: Formal Pre-experiment Questionnaire (Chinese) …….……………… 155
Appendix.4: Formal Post-experiment Questionnaire (Chinese) …….……………. 159
Appendix.5: DM of Kaohsiung LOHAS Building Label Project …….…………… 162
Appendix.6: Poster of Kaohsiung LOHAS Building Label Project …….………… 167

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