影響物流循環包裝接受度因素之探討

一、研究目的
近年來因全球暖化嚴重，環保議題興起，各國也開始陸續推出環保相關政策。對於環保包裝、再生紙及循環杯等話題越來越多人討論及使用。根據臺灣環保署於2023年統計資料，廢棄物量較2022年增加約百萬噸的垃圾量，加上電商等購物模式興起，使消費機會上升。本研究將探討消費者對物流循環包裝的接受度，不同的包裝材料是否會影響消費者生活，並進而擬定政策或方案，促使消費者使用物流循環包裝機會上升，製造成本下降，減少環境汙染。
二、研究方法
本研究使用創新擴散理論中的相對優勢、相容性及可觀察性，探討消費者對使用物流循環包裝的態度，在使用計畫行為理論中的態度、主觀規範及知覺行為控制，探討消費者對物流循環包裝的接受度。
三、研究結果
研究結果表示，消費者對物流循環包裝的主觀規範並不會影響他們對物流循環包裝的接受度。而相對優勢、相容性及可觀察性是影響消費者對物流循環包裝的態度，其中相對優勢及相容性是影響消費者對物流循環包裝的態度的重要因素。
四、研究貢獻
學術方面，目前較少有研究使用計畫行為理論結合創新擴散理論來去探討消費者對物流循環包裝之接受度，可藉由本研究之研究結果，了解目前臺灣消費者對於循環包裝之使用意願。
實務方面，決策者可參考本研究之研究結果，根據不同情況，也就是根據包裝內容物的不同，制定與其內容物相關的物流循環包裝方式及消費者感興趣之宣傳方案。

1.Research Purpose
In recent years, due to severe global warming, environmental issues have emerged, and countries have started to introduce environmental policies. Topics such as eco-friendly packaging, recycled paper, and reusable cups are increasingly discussed and used. According to statistics from Taiwan's Environmental Protection Administration in 2023, the amount of waste increased by about one million tons compared to 2022. Additionally, the rise of e-commerce has increased shopping opportunities. This study aims to explore consumers' acceptance of logistics circular packaging, whether different packaging materials affect consumers' lives, and to formulate policies or programs to encourage the use of logistics circular packaging, reduce manufacturing costs, and decrease environmental pollution.
2.Research Methods
This study uses the relative advantage, compatibility, and observability from the Diffusion of Innovations theory to explore consumers' attitudes towards using logistics circular packaging. It also applies the Theory of Planned Behavior, considering attitude, subjective norm, and perceived behavioral control, to investigate consumers' acceptance of logistics circular packaging.
3.Research Results
The research results indicate that subjective norms do not affect consumers' acceptance of logistics circular packaging. However, relative advantage, compatibility, and observability influence consumers' attitudes towards logistics circular packaging, with relative advantage and compatibility being significant factors.
4.Research Contribution
Academic Contribution: Currently, there is a lack of research combining the Theory of Planned Behavior with the Diffusion of Innovations theory to explore consumers' acceptance of logistics circular packaging. This study's results provide insights into Taiwanese consumers' willingness to use circular packaging.
Practical Contribution: Decision-makers can refer to this study's results to develop logistics circular packaging methods related to the contents of the packaging and promotional strategies that interest consumers, based on different situations and the nature of the packaged items.