[[alternative]]Using the Theory of Planned Behavior to Investigate People's Environmental Behavior During Leisure Times--A Case Study of Mid-Autumn Festival Barbecues

[[abstract]] 本研究引用計畫行為理論探討民眾中秋節烤肉時環境行為意向與行為間的關係。用問卷調查法測量受測者之民眾環境態度、主觀規範、知覺行為控制及行為意向等變數，以嘉義縣民眾為研究對象，於中秋節過後進行正式問卷施測，回收有效問卷282份，以統計方法進行分析。 研究發現民眾中秋節烤肉時，環境行為的主觀規範及知覺行為控制對行為意向有顯著影響，且知覺行為控制的影響力最大；環境態度對行為意向無顯著影響；此外行為意向與環境行為有顯著影響。推論原因在於中秋節烤肉是每年短時間或一次性活動，即使有友善環境之態度，但對於一次性的活動，負責任的環境行為執行上有困難或非便利性，會較無意願的執行。 此外發現不同背景民眾在中秋節烤肉時環境態度、主觀規範、知覺行為控制及行為意向亦有顯著差異。[[abstract]] In this study, we referenced the theory of planned behavior to investigate the relationship between people’s environmental behavioral intention and their behaviors during Mid-Autumn Festival barbecues. Questionnaires were used to measure the subjects’ environmental attitudes, subjective norms, perceived behavioral control, and behavioral intention. People in Chiayi County were the subjects of the study. The formal questionnaires were administered after the Mid-Autumn Festival. We recovered 282 valid questionnaires and used statistical methods for analysis. The results of this study indicate that during Mid-Autumn Festival barbecues, people’s subjective norms and perceived behavioral control regarding environmental behavior significantly influenced their behavioral intention. Perceived behavioral control had the greatest impact. Environmental attitudes did not significantly influence behavioral intention. In addition, behavioral intention significantly influenced environmental behavior. We infer that the reason for this is that Mid-Autumn Festival barbecues are activities that occur for a brief time or once each year. Even if people have environmentally friendly attitudes, during one-time activities, if responsible environmental behaviors are difficult or inconvenient to implement, they have less will to execute them. In addition, we found that environmental attitudes, subjective norms, perceived behavioral control, and behavioral intention during Mid-Autumn Festival barbecues also differed significantly among people with different backgrounds