「發展」涉及改造社會的整體想像，產業即是發展政策中相當重要的一環，產業的變遷不僅改變了一個社會的生產模式和分工方式，亦會改變一個社會中的空間和性別關係。本研究運用：參與觀察、深度訪談、焦點團體座談會和參與式製圖等方法、以性別的觀點來探究比雅楠部落從以小米為主食的燒墾農業轉型到當代以高麗菜為主要經濟作物的發展過程中部落的空間變化。本研究有三個主要的研究發現。一是政府的發展政策牽動了部落的空間與性別關係的改變；二是比雅楠部落的兩性有著不同的發展軌跡，男性較快投入市場經濟中、其勞動也被換算為較高的薪資，女性的勞動所賺取的薪資較少；三是女性保留並實踐更多的生態知識─包含對物種的知識、對人際協商的知識。總結本研究發現，筆者認為當比雅楠部落面臨到現代工業化發展所帶來的負面影響時，這些女性保存並實踐的生態知識是部落尋求替代性發展的契機。 / Development demands active imaginations toward transforming a society in which industrial transformation is a decisive part. Industrial transformation not only changes a society’s mode of production and labor division, but also changes its space and gender relationships. By employing the methods of participatory mapping, focused group discussions and in-depth interviews, this study attempts to explore Pyanan community’s experiences of industrial transformation particularly from the aspects of space and gender. There are three main findings in this study. Firstly, the government’s development policies are the main cause for the changes of Pyanan community. Secondly, this study shows that Indigenous men and women have experienced different changes in the industrial development process, like Indigenous men’s work is priced higher than the women’s under similar working condition. Thirdly, Indigenous women preserve and practice much more traditional ecological knowledge than Indigenous men. In conclusion, this study suggests that the traditional ecological knowledge preserved and practiced by Indigenous women could be the key to seek alternative development strategies while the community faces the negative influences from the modern industrial development.

This research was driven by Theory of Reasoned Action (TRA) to examine the impact of ecological knowledge, ecological concern, and man-nature orientation on green purchasing (including both intention and actual behavior), with the moderating effect of price sensitivity and allowance and/or income. This research surveyed 602 Malaysian university students within the age bracket of 18 to 25, because this specific demographic is a sizeable market and such research is lacking in an emerging economy like Malaysia. The results demonstrated that ecological concern and man-nature orientation influenced purchase intention and actual purchase. The findings also indicated that price sensitivity and allowance and/or income moderated the relationship between behavioral intention and actual behavior. This study has two implications: (1) it extends TRA by exploring the potential moderating variables between behavioral intention and actual behavior, and its findings adds to the body of knowledge in the area of green consumer behavior; (2) marketing managers can formulate their green marketing strategies effectively by consistently driving heart-warming campaigns to create or stir consumers’ emotions. Marketers should keep in mind that Malaysians are highly influenced by man-nature relationship belief, and additionally, marketers need to be careful in justifying pricing difference between non-green and green products for consumers that are sensitive to price.