台灣消費者對升級再造食品購買意圖之研究

在全球面臨氣候變遷與糧食安全挑戰的背景下，升級再造食品逐漸被視為解決食物浪費與提升資源效率的關鍵策略之一。本研究聚焦於探討台灣消費者購買升級再造食品的購買意圖，以價值-態度-行為（VAB）理論為核心框架，並引入「產品知識」、「綠色知覺品質」及「價格敏感度」等變數，旨在更全面地解析消費者決策行為的內在機制。研究方法採用便利抽樣法進行問卷調查，共發放問卷335份，回收有效問卷320份，有效回收率為95.5%。研究結果顯示，消費者的綠色消費價值觀對升級再造食品的態度及預期內疚均有顯著正向影響。此外，態度對購買意圖的正向影響進一步驗證該理論在解釋消費者行為的適用性。然而，預期內疚對購買意圖的影響並未達到顯著性，此一結果可能反映情緒因素在消費者決策中的複雜性與多樣性，值得未來研究進一步探討。在額外變數的分析中，綠色知覺品質與產品知識均對購買意圖具有顯著正向影響，顯示其在提升消費者購買意圖的重要性。值得注意的是，價格敏感度對購買意圖的影響呈現正向，這與傳統假設（即價格敏感度會抑制購買意圖）並不符合。此一結果可能反映消費者在評估升級再造食品時，將其價格視為品質與價值的象徵，而非單純的財務負擔，這為未來研究提供新的探討方向。就理論貢獻而言，本研究擴展VAB理論的應用範疇，並深化對消費者決策機制與動機的理解，尤其針對綠色消費與永續性議題提供新的實證支持。在實務層面，本研究結果為業者在產品開發與市場推廣策略上提供具體建議：例如，強化綠色知覺品質與產品知識的傳遞，提升消費者對升級再造食品的接受度；此外，價格策略的制定應更注重消費者對產品價值的認知，而非單純的低價競爭。未來研究可進一步探討不同文化背景下消費者行為的差異性，並引入更多變數（如資訊不對稱、食物恐新症等），以更全面地理解消費者對新興食品的接受度與購買意圖。

In the context of global challenges such as climate change and food security, upcycled food is increasingly regarded as a key strategy for addressing food waste and enhancing resource efficiency. This study focuses on exploring the purchase intentions of Taiwanese consumers to purchase upcycled food, using the Value-Attitude-Behavior Theory （VAB） as the core framework and introducing variables such as "product knowledge," "green perceived quality," and "price sensitivity" to comprehensively analyze the intrinsic mechanisms of consumer de-cision-making. The research method employed a convenience sampling approach to conduct a questionnaire survey, distributing 335 ques-tionnaires and collecting 320 valid responses, resulting in an effective response rate of 95.5. The findings show that green consumption val-ues have a significant positive impact on consumers' attitudes toward upcycled food and anticipated guilt, which not only confirms the cen-tral role of personal values in shaping consumer behavior but is also consistent with the predictions of the VAB theory. Additionally, the positive influence of attitude on behavioral intention further validates the applicability of this theory in explaining consumer behavior. How-ever, the impact of anticipated guilt on purchase intentions was not significant, which may reflect the complexity and diversity of emotion-al factors in consumer decision-making, warranting further investiga-tion in future research. In the analysis of additional variables, green perceived quality and product knowledge both exhibited significant positive effects on purchase intentions, highlighting their importance in enhancing consumers' purchase intentions. Notably, price sensitivity showed a positive impact on purchase intentions, contradicting the traditional assumption that price sensitivity inhibits purchase inten-tion. This result may reflect consumers' perception of price as a sym-bol of quality and value rather than merely a financial burden when evaluating upcycled food, providing a new direction for future research on this topic. In terms of theoretical contributions, this study expands the application scope of VAB theory and deepens the understanding of consumer decision-making mechanisms and motivations, particularly providing new empirical support for issues related to green consump-tion and sustainability. On a practical level, the findings of this study offer specific recommendations for industry players regarding product development and market promotion strategies. For example, enhancing the communication of green perceived quality and product knowledge can increase consumer acceptance of upcycled food. Additionally, pric-ing strategies should focus more on consumers' perceptions of product value rather than simply engaging in low-price competition. Future re-search could further explore the differences in consumer behavior across different cultural contexts and introduce additional variables （such as information asymmetry and food neophobia） to gain a more comprehensive understanding of consumer acceptance and pur-chase intentions for emerging food products.