An Exploratory Study on the Value of Green Exercise: A Means-End Chain Approach

• Main Authors: Wei-Ting Chiang, 姜瑋婷
• Other Authors: Jun-Ren Wang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/64367761317135080420

碩士 === 國立體育大學 === 休閒產業經營學系碩士班 === 99 === World Health Organization indicated that “mental, physical and social health are vital strands of life that are closely interwoven and deeply interdependent.” “But in most parts of the world, mental health and mental disorders are not regarded with anything like the same importance as physical health.” And now, more than 40% of countries have no mental health policy which shows a serious social problem. After lots of experiments, the research team in University of Essex presented a concept of “green exercise” that can effectively improve human beings’ mental and physical health. Because there’s no related research about green exercise in Taiwan, we first define and translate “green exercise” into Chinese. We use three dimensions: environment, conception and mental state to describe how green exercise would be and interview green exercise groups by Means-end chain theory (MEC) and laddering method to approach their experiences and values. We discover that the most important values are “a sense of tranquility,” ”warm relationships with others,” and” a sense of accomplishment.” This result can be discussed as well as those before. Finally, we suggest some marketing strategies for interrelated companies: For government, according to our attributes, should emphasize on the environment protection and natural resources conservation. For green exercise business, it can be integrated with the marketing and concept of 4R (reuse, reduce, recycle and replace) to meet consumers’ values.