本論文研究了台灣人和德國人的環境態度、環境知識、環境行為和文化價值觀之間的關係。過去針對不同國家進行的研究顯示了相異的結果。在文獻回顧之前，介紹了台灣和德國的環境歷史。在數據收集方面採用了方便抽樣的方式，在台灣和德國各發放了一份中文版及德文版的調查問卷。分析結果顯示，臺灣人（N = 423，平均年齡36.5歲）和德國人（N = 161，平均年齡38.2歲）的「環境態度」總體水準皆高，而臺灣人統計學上顯著性高於德國人。兩個樣本中自述的「親環境行為」也都很高，台灣人和德國人在環境行為和環境知識方面沒有明顯的群體差異。台灣人的環境態度和行為之間的相關性較弱，而德國人的環境態度和行為之間的相關性較弱至中等，這與以往的研究結果相似。至於文化價值觀的評估，採用了Beugelsdijk和Welzel（2018）：在「集體主義-個人主義」、「不信任-信任」和「責任-享樂」這三項文化維度中，只有責任-享樂與德國和臺灣的環境行為呈現有意義的關聯。此外，在德國性別差異較大，而在台灣年齡是一個重要因素。綜上所述，台灣人和德國人的環境世界觀似乎非常相似，而文化價值與其只有極小的關係。在論文的最後提出了對綠色營銷戰略的實際意涵，以及對政策制定者和環保團體的策略建議。

This thesis examines the relationships between environmental attitudes, environmental knowledge, environmental behavior and cultural values of Taiwanese and Germans. Previous studies examining other countries showed varying results. Before the literature review, an additional chapter introduces Taiwan’s and Germany’s environmental histories. For data collection, a questionnaire was distributed online in Taiwan and Germany using the convenience sampling method. Taiwanese (N = 423, average age 36.5) and Germans (N = 161, average age 38.2) had overall high levels of pro-environmental attitudes; however, environmental attitudes of Taiwanese were higher on a statistically significant level. Self-reported pro-environmental behavior was also high in both samples, and there were no significant group mean differences for environmental behavior or environmental knowledge between Taiwanese and Germans. Correlations between environmental attitudes and behavior were weak in Taiwan and weak to moderate in Germany which resembles findings of previous studies. Among Beugelsdijk & Welzel’s (2018) three cultural dimensions collectivism-individualism, distrust-trust, and duty-joy; only duty-joy had a meaningful association with environmental behavior in Germany and Taiwan. Besides, gender differences were larger in Germany, while age was an important factor in Taiwan. In conclusion, environmental worldviews of Taiwanese and Germans seem to be very similar and cultural values are only marginally related to them. The thesis concludes with practical implications for green marketing strategies and strategy advice for policy makers as well as pro-environmental groups.

Environmental Attitudes, Environmental Knowledge, Environmental Behavior, Cultural Values, Environmental World Views, Taiwan, Germany

Thesis Validation Letter i
摘要 ii
Abstract iii
Table of Contents iv
Table of Figures vii
Table of Tables vii
List of Abbreviations viii
Chapter 1: Introduction
1.1 Research Scope 1
1.2 Research Questions 2
1.3 Relevance 3
1.4 Research Procedure 3
Chapter 2: The Global Environment, Taiwan & Germany
2.1 Global Environmental Deterioration 4
2.2 How Taiwan and Germany Compare 5
2.3 Taiwan’s Rapid Development 5
2.4 Taiwan’s Delayed Environmental Policies 6
2.5 Current Environmental Challenges of Taiwan 7
2.6 Germany’s Environmental History 9
2.7 Current Environmental Challenges of Germany 10
2.8 Climate Change Impacts in Taiwan and Germany 11
2.9 Climate Change Action in Taiwan and Germany 13
2.10 Climate Change Reality in Taiwan and Germany 13
2.11 Conclusions 14
Chapter 3: Literature Review
3.1 Environmental Attitudes, Knowledge, Behavior and Cultural Values 16
3.2 Relevant Studies: Taiwan 16
3.3 Relevant Studies: Germany 19
3.4 Cultural Effects and Situational Factors 22
3.5 Conclusions and Research Hypotheses 23
3.6 Hypotheses Summary 25
Chapter 4: Methodology
4.1 Theoretical Foundation 27
4.1.1 Environmental Attitudes, Knowledge, and Behavior 27
4.1.2 Interplay of Environmental Attitudes, Knowledge, and Behavior 28
4.1.3 Assessment of Cultural Values 29
4.1.4 Synthesizing Hofstede’s Dimensions with the World Cultural Map 30
4.1.5 Cultural Values, Environmental Attitudes, and Behavior 33
4.2 Methods 34
4.2.1 Questionnaire Design 34
4.2.1.1 Environmental Attitudes 35
4.2.1.2 Environmental Behavior 35
4.2.1.3 Environmental Knowledge 36
4.2.1.4 Cultural Values 36
4.2.1.5 Additional Items 37
4.2.1.6 Demographics 38
4.2.2 Sampling and Data Collection 38
4.2.3 Statistical Analysis 40
4.2.3.1 Scale Construction and Reliability 41
4.2.3.2 Descriptive Statistics and Group Mean Comparisons 41
4.2.3.3 Correlation Analysis 41
Chapter 5: Results
5.1 Cultural Dimensions 43
5.2 Environmental Attitudes, Behavior and Knowledge 44
5.3 Condition of the Environment and Climate Change 46
5.4 The Biggest Environmental Problems 47
5.5 Environment vs Economy 49
5.6 Gender Differences of Attitudes, Knowledge, Behavior 49
5.7 Correlation Analysis 50
5.7.1 Environmental Scales and Cultural Values in Taiwan 50
5.7.2 Environmental Scales and Cultural Values in Germany 51
5.7.3 Environmental Scales and Gender, Age, Education 51
5.8 Hypotheses Testing 53
Chapter 6: Discussion
6.1 A Liberal-Individualistic Segment of the Society 55
6.2 Environmental Attitudes, Behavior, and Knowledge 55
6.4 What Else Matters: Age in Taiwan, Gender in Germany 58
6.5 The Environment is Not in Great Condition 59
6.6 Priority for the Environment 60
6.7 Limitations 60
6.2 Conclusions, Implications, Future Research 61
References 64
Appendix 1: Cultural Dimensions 73
Appendix 2: SPSS Tables 74
Appendix 3: Questionnaire English 80
Appendix 4: Questionnaire Chinese 85
Appendix 5: Questionnaire German 96

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