自從工業革命以後，人類為了追求工商業的發展，排放了許多溫室氣體，可能對氣候造成影響。為了降低氣候變遷的速度，人們必須採取行動。在產品上標示碳標籤，就是讓民眾在日常消費中有機會去選擇。然而到目前為止，碳標籤只顯示其產品生命週期的碳排放量，並未顯示碳排放量的程度(即不論碳排放量是否比同類型產品更多或更少)。本研究提出了此假說，若僅說明碳標籤是不會影響到購買意願。為了測試此假說與相關的假說，本研究執行了三個變數的實驗。變數包括了碳排放量(400g或750g)和碳排放量的節省信號(有或沒有)以及價格(新台幣20或30元)，並以瓶裝綠茶為實驗產品。

當碳標籤有碳排放量節省信號的時候，實驗者會告知參與者，產品的碳排放量是多(750g)或少(400g)。在碳標籤沒有碳排放量節省信號的時候，實驗者不會去解釋標籤顏色所代表的碳排放量程度，且碳標籤都是以綠色呈現。本實驗以便利抽樣找尋到240位民眾，都是隨機分派實驗情境，每一位參與者只會看到該情境產品中碳標籤與價格的圖片。最後實驗發現，當有碳排放節省信號的時候，碳排放量低-價格高的瓶裝綠茶之購買意願高於碳排放高-價格低的瓶裝綠茶；當沒有碳排放節省信號的時候，兩者的購買意願不會有所差異。此外，利用Dunlap and van Liere's (1978)的NEP (New Environmental Paradigm)量表來衡量參與者的環境意識，發現環境意識並未能對於以上的假說有所影響。依實驗結果建議，除非能給予清楚的節約信號，否則碳標籤不會鼓勵民眾去選擇低碳產品。

Since the Industrial Revolution, human beings have emitted huge amounts of greenhouse gases for economic growth, and greenhouse gases may influence climate. To slow down climate change, everyone has to take action. Recently, the carbon footprint (CF) labeling on products offers consumers an opportunity to do so in daily shopping. However, so far a CF label reveals only the amount of CO2 emitted during the product's life cycle, but not the product's relative CO2 emission level (i.e., whether the product emitted more or less CO2 than similar products). This study thus hypothesized that the mere presentation of a CF label would not affect consumers' buying intent. To test this and other related hypotheses, this study ran an experiment with 3 independent variables. The variables are amount of CO2 emitted (400gm or 750gm), CO2-saving signal (given or not given) and price (20 NTD or 30 NTD) of the product, which was a tetra-packed tea. In the CO2-saving signal given condition, the experimenter told the participants either that a green CF label denoted low CO2 emissions (in the 400gm condition) or that a green CF label denoted high CO2 emissions (in the 750gm condition). The label shown, in fact, was always green. In the CO2-saving signal not given condition, the experimenter did not explain the meaning of the label color.A convenient sample of 240 adults joined the experiment. They were randomly assigned to the experiment conditions. Each participant saw a picture of a tetra-packed tea with a CF label and listed price. Results showed that when CO2-saving signal was given, the low-CO2-high-price tea could induce higher buying intent than the high-CO2-low-price tea. When CO2-saving signal was not given, the two conditions did not differ in buying intent. Furthermore, participants' environmental attitude—as measured a scale adapted from Dunlap and van Liere's (1978) New Environmental Paradigm Scale—did not qualify the above results. These findings suggest that CF label can neither help nor encourage people to choose low-CO2 products, unless it is complemented with a clear CO2-saving signal.

目錄
第一章 緒 論 1
1.1 研究背景與動機 1
1.2 研究目的 2
第二章 文獻回顧 4
2.1 碳標籤 4
2.2 標籤標示說明 5
2.3產品定價 7
2.4 環境意識 8
2.5產品屬性 9
第三章 研究方法 11
3.1研究架構 11
3.2 研究假說 11
3.2 實驗設計 12
第四章 研究結果 16
4.1描述性統計 16
4.2操弄檢查 23
4.3假說檢驗 26
第五章 討論與建議 37
5.1研究假說驗證結果 37
5.2研究討論 37
5.3研究建議 38
5.4研究限制 40
參考文獻 41
附錄 45
附錄1:第一次預試分析 45
附錄2:第二次預試分析 50
附錄3:第一次預試問卷 55
附錄4:第二次預試(正式問卷) 65
附錄5:spss統計語法 75
附錄6:論文口試審查意見回覆表 82
附錄7:NEP量表原文 84

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網路資料

環保署。2010年4月15日取自
http://www.epa.gov.tw/ch/artshow.aspx?busin=12379&art=2010051017301334
環保署。 2010年4月15日取自http://cfp.epa.gov.tw/carbon/ezCFM/Function/PlatformInfo/FLabelInstitution/FLInternalIns.aspx
環保署。2011年7月20日取自
http://www.epa.gov.tw/ch/artshow.aspx?busin=12379&art=2010051017301334&path=13890
環保署。2011年7月20日取自
http://ecolife.epa.gov.tw/Cooler/knowledge/GHG/wisdom.aspx?key=321