A Research of Green Consumption and Teaching Behavior for Elementary School Teachers in Urban and Rural Areas

• Main Authors: Yu-Jie Chen, 陳毓潔
• Other Authors: Yao-Lung Tsai
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/87436029536707332898

碩士 === 真理大學 === 休閒遊憩事業學系碩士班 === 102 === Shopping has a great proportion of leisure activities in Taiwan. Therefore, the concept of Green Consumption becomes more important to implement in basic education, because Sustainable Development has been universal value in present. Green consumption is the behavior of consuming and using environmentally friendly products by 4R principles. The purpose of this study is to research the relationship of Green Consumption and Teaching Behavior for elementary school teachers in Urban and Rural Areas. Theory of Planned Behavior (TPB) was used to measure variables in consumption behavior. Four dimensions “ knowledge and learning”,” teaching tasks”, “teaching process” and “teaching evaluation” were used to measure and investigate the Teaching Behavior of Green Consumption. The total number of valid questionnaires was 106 from Long-ann and Minsheng elementary school in Taipei (as urban area), and 132 from Madou and Jiali elementary school in Tainan (as rural area). Descriptive statistics, MANOVA, One-way ANOVA and Path Analysis were employed for data analysis. The results of this study reveal that: “Years of job”, “Age”, and “Education” can make difference in most variables. “Urban/Rural” is a moderator in behavior model by Multi-group analysis. “Recycle” in urban area and “Refuse”, “Reduce” in rural area are important affect factor to “attitude”. “Attitude” and “Perceived Behavioral Control” have more affect to enhance intention of Green Consumption and Teaching Behavior. Education institutions and teachers can improve or develop the practice of Green Consumption Education for Urban/Rural area by the results of this study.