| Summary: | 碩士 === 國立中山大學 === 公共事務管理研究所 === 100 === Ghost-money burning is an important ritual custom in Taiwanese folk religion. But with the growth in population and residential density, such burning becomes more and more threatening to air quality and public health. To make compromise between folk customs and air quality, the government urged the public to change the custom. To understand how successful the government’s strategies are, this study used 4 social marketing variables and people’s concern for ritual custom to predict people’s attitude toward ghost-money burning.
A convenience sample of college students, workers in local court, and people from the general public were invited to answer the questionnaire in this study. A total of 255 participated and gave valid answers. Results found that:
1. The more people believed that ghost-money burning was required by ritual customs, the more positive their attitude would be. That is, they would regard the burning as less harmful, and would be less willing to reduce it.
2. Social marketing strategies that changed cost and convenience had negative effect on attitude. That is, when people believed burning less ghost money was good for them, they would regard the burning as harmful and be more willing to reduce it. The same happened when people believed it was convenient to take alternatives for burning ghost money.
3. The effect of ritual customs on attitude toward ghost-money burning was greater than the effect of social marketing variables.
In light of these findings, when urging the policy of Ghost-Money Burning reduction by means of social marketing, the government should both focus on changed cost reduction and convenience enhancement, which will be more effective on changing people’s attitude toward Ghost-Money Burning.
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