The Effect of Low-Carbon Diet Message Framing on Consumers’ Identification And The Willingness to Take Action

• Main Authors: Ming-chen Chien, 簡明貞
• Other Authors: Chien-chung Chen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/31574891098798266115

碩士 === 世新大學 === 觀光學研究所(含碩專班) === 101 === In recent years, human behavior generated a lot of greenhouse gases causing global warming, polar ice melts, the snow-covered land is decreasing, making the average sea level rise year by year. Many natural disasters caused by climate change, leading to a serious loss of life and property, the actual occurrence of man-made carbon emissions reduction cannot be delay anymore. Study reported that eating meat and livestock industry is the result of greenhouse gas emissions and environmental damage. Today, people's cognitive and behavioral in meat consumption, still tend to neglect the influence of diet on climate change. Therefore, we should choose more environmentally plant-based diet in order to reduce the impact of climate change. In view of the low-carbon diet in the past advocacy of environmental aspects was been less discussed；And "Eat More Veggies/ Eat Less Meat "of propaganda messages should be adopted message-based approach that we can more effectively improve the level of acceptance and willingness to dietary changes, research in this area in the past have rarely seen. Therefore, the purpose of this study is the use of information architecture (Attribute Framing / Goal Framing) characteristics of low-carbon diets seeking better promotion strategies。Acceptance of the message found：(1)Attribute Framing, More Veggies Positive(MVP) is higher acceptable than Less Meat Positive(LMP);However, Less Veggies Negative(LVN) is lower acceptable than More Meat Negative(MMN)。(2)Goal Framing, MMN is higher acceptable then LMP; However, LVN is lower acceptable than MVP。Willingness to change in the diet study found：(1)Attribute Framing, the terms in reducing meat, There is no differences between MVP and LMP ; However, MMN willingness to change is higher than LVN。(2)Attribute information, the increase in plant-based diets, MVP is higher than LMP; However, there is no difference between MMN and LVN.。(3)Goal Framing, the terms in reducing meat, MMN the willingness to change is higher than LMP; However, there is no differences between MVP and LVN.(4)Goal Framing, the increase in plant-based diets, there is no differences between MMN and LMP; However, MVP is willingness to change higher than LVN. In intrinsic self-relevance(ISR)of the study results shows : The higher the subjects were essentially self-relevance, the higher the message were acceptable. In this thesis, academic contributions, the innovative application of information architecture theory low carbon diet advocacy strategy；Contribution on the application in practice, it helps to promote Green, and promote sustainable long life and Love our Earth。