循環經濟下的食品創新：升級再造食品消費者行為意圖研究

全球糧食系統對環境資源造成巨大壓力，包括土地退化、水資源消耗與溫室氣體排放等，推動永續發展已成為刻不容緩的議題。循環經濟策略強調資源循環利用，該應用促使食品產業將廢棄物轉化為新產品，進而推動升級再造食品的發展。作為一種創新解決方案，升級再造食品兼具市場潛力與經濟可行性，能有效減少食物浪費與損失。本研究以計畫行為理論為基礎，整合價值-態度-行為模型，深入探討台灣消費者對升級再造食品的行為意圖及影響因素，並透過結構方程模式驗證構念間的關聯性。研究結果顯示：(1)飲食價值對消費者的道德態度(β=0.787, p<0.001)、主觀規範(β=0.743,p<0.001)與知覺行為控制(β=0.528, p<0.001)均具有顯著正向影響，這些因素在形塑行為意圖方面扮演關鍵角色。(2)道德態度、主觀規範、知覺行為控制、知覺責任歸屬與節儉傾向均對行為意圖產生顯著正向影響，凸顯消費者的道德信念與社會責任感在決策過程中的重要性。(3)飲食價值對行為意圖的影響未達顯著水準(β=-0.001, p=0.992)，顯示消費者的價值觀與實際行為之間存在落差，可能受到價格、便利性或產品疑慮等因素干擾。本研究不僅深化對消費者行為的理解，亦為食品業者與政策制定者提供具體建議。業者可透過以下策略提高升級再造食品的市場接受度：(1)強化產品與永續發展目標的連結；(2)針對消費者進行教育宣導；(3)與第三方組織合作推廣社會責任倡議。研究結果亦適用於其他面臨糧食浪費與環境壓力相似的市場，例如東南亞國家，提供國際市場策略的重要參考。此外，本研究受限於台灣單一市場樣本及調查方法，未來研究可擴展至其他文化背景的市場，並結合實驗設計或縱向研究進一步驗證因果關係。

The global food system places immense pressure on environmental resources, including land degradation, water consumption, and greenhouse gas (GHG) emissions. Thus, the promotion of sustainable development has become an urgent priority. Circular economy strategies emphasize resource reuse and encourage the food industry to transform waste into new products, thereby advancing the development of upcycled foods. As an innovative solution, upcycled foods possess both market potential and economic viability, offering an effective approach to reduce food waste and loss. This study adopts the Theory of Planned Behavior and integrates the Value–Attitude–Behavior (VAB) model to explore Taiwanese consumers’ behavioral intentions toward upcycled foods and their influencing factors. Structural equation modeling (SEM) was employed to test the relationships between the constructs. The results show that: (1) Eating values significantly and positively influenced moral attitudes (β = 0.787, p < 0.001), subjective norms (β = 0.743, p < 0.001), and perceived behavioral control (β = 0.528, p < 0.001), indicating that these factors play a critical role in shaping behavioral intentions. (2) Moral attitude, subjective norms, perceived behavioral control, perceived responsibility, and frugality all have significant positive effects on behavioral intention, highlighting the importance of moral beliefs and a sense of social responsibility in consumers’ decision-making processes. (3) The direct effect of eating values on behavioral intention was not statistically significant (β = -0.001, p = 0.992), suggesting that a value–behavior gap may be influenced by factors such as price, convenience, or product-related concerns. This study not only deepens the understanding of consumer behavior but also provides practical recommendations for food industry stakeholders and policymakers. To enhance market acceptance of upcycled foods, businesses may consider the following strategies: (1) Strengthen the linkages between products and development goals. (2) Conducting consumer education and awareness campaigns. (3) Collaboration with third-party organizations to promote social responsibility initiatives. The findings are also applicable to other markets facing similar challenges of food waste and environmental stress, such as Southeast Asian countries, offering valuable insights into international market strategies. However, this study is limited by its focus on the Taiwanese market and survey-based methodology. Future research could expand to other cultural contexts and adopt experimental or longitudinal designs to verify causal relationships further.