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食物里程餐饮消费态度及意图之研究

【中文摘要】:科技和经济发展造成生态破坏与环境污染日益严重,环境保护和永续发展的绿色消费议题逐渐为国际社会所关注。由于经济与生活型态的改变,国内外食人口攀升使得餐饮业蓬勃发展,但同时也对环境生态带来莫大的冲击。诸多研究不断证实温室气体是影响气候异常的原因之一,近年出现的「食物里程」(food miles)概念即是因应全球暖化的重要方式。食物里程是指食物从农场到消费者餐桌间的运输距离,里程愈高代表食物从产地到餐桌间的距离愈远,也意谓耗费

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更多能源燃料和排放更多的二氧化碳。因此,饮食的食物里程要低,对环境的影响会较小。
本研究以计画行为理论为基础,探讨消费者对于低食物里程的态度、消费意图、及相关影响因素,并了解消费者的食物选择动机对低食物里程的态度之影响。针对台湾北部地区和高雄市之一般餐厅的消费者进行问卷调查,共回收373份有效问卷。利用阶层迴归分析法验证研究假设,结果显示消费者的健康、天然成分、道德考量等动机对低食物里程食品的态度有显着的正向影响,而感官感觉动机对于低食物里程食品的态度则有显着的负向影响。此外,消费者所受到的主观规範会透过低食物里程的态度进一步影响其消费意图;知觉行为控制在低食物里程食品的消费意图和实际行为之间存在干扰效果。餐厅业者与政府单位可根据本研究结果,针对消费者所重视的食物选择动机来传达低食物里程食品的重要性与益处,增加其对低食物里程食

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品的态度与消费意愿,且亦须开发更多的消费管道与提高购买便利性,以使消费者将低食物里程食品的消费意愿化为实际行动。
【英文摘要】:Technological and economic developments damage and pollute the ecology and environments, so environmental protection and sustainable development for green consumption issues have been closely followed by international community. Due to changes in the economy and lifestyle, an increase in people eating out makes domestic food catering industry flourish, meanwhile it brings great impact on the environment. Numerous studies have confirmed greenhouse gases co

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ntribute to the abnormal climate. In recent years, the concept of “food miles” is an important way in response to global warming. Food miles are the transport distance of food from the farm to the consumer’s table. The higher food miles mean the food farther the distance from the origin to the dining room, and also imply consuming more energy fuel and emit more carbon dioxide. Therefore, the lower food mile is, the less impacts on the environments would be.
In this study, we extended the theory of planned behavior to explore consumers’ attitudes and intention toward food miles, and to understand the relation between food choice motives and attitudes of food miles of consumers. Questionnaire aimed at consumers at the general restaurants in northern cities in Taiwan and Kaohsiung City, 373 valid questionnaires were collected. Hierarchical regression results show that the motives for health, natural content, and ethical concern of consumers have significant positive effects on the attitudes for low food miles, but the motive for sensory appeal has significant negative effect on it. In addition, the attitudes toward low food miles mediate the relationships between subjective norm and consumption intention while perceived behavioral control moderate the relationships between consumption intention and actual behaviors. Restaurant management and government agencies should focus on the motives which the consumers valued to communicate with them for the importance and benefits of low food miles in order to increase their attitudes and consumption intention. Furthermore, they should also develop more channels to improve consumption intention of consumers. With more convenient purchasing channels, consumption intention for low food miles can more likely bring actual consumption behaviors.
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  • 来源:中山大学;作者:邱圣展
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