| Summary: | 碩士 === 國立中興大學 === 生物產業管理研究所 === 104 === In view of global warming issues, national implementation of environment-related policies and measures are formulated in order to sustainable development, governments also more committed to promoting "carbon label" recent years. Previous studies rarely focus on the carbon labeling from the view of the relationship among consumer perception of the effectiveness, subjective knowledge of carbon label and willingness to buy by level grouping of the three. Therefore, this study mainly explored the relationship among consumer perception of the effectiveness, subjective knowledge of carbon label and willingness to buy, with a case study of "Taiwan product carbon label on packaged tea beverage products". The subjects were Taiwanese adults over 18 years old, who has experience of buying packaged tea. Questionnaires were adopted in this study, taking a nonprobability sample of convenience sampling at retail channels of packaged tea beverage products i.e.7-11 and Family Mart, which are the mainly convenience store in Taiwan. The results showed (1) A significant relationship between high subjective knowledge of carbon label and a high carbon label packaged tea beverage purchase willingness. (2) A significant relationship between high perception consumer effectiveness (PCE) and high subjective knowledge of carbon label (3) A significant relationship between high perception consumer effectiveness (PCE) and willingness to buy a packaged tea beverage products with carbon label. (4) Female’s perception consumer effectiveness (PCE) has a positive moderate effect which strengthened the relationship between subjective knowledge of carbon label and willingness to buy a packaged tea beverage products with carbon label. The results of this study could be used as a contribution in relevant academic research on carbon labeling, also provide reference for marketing strategies of carbon-labelling products making by corporate and promoting carbon-labeling policies by government, hoping to promote low-carbon consumption and moving towards the goals on sustainable development.
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