不同飲食文化族群對低碳飲食購買意圖與願付價格之研究

綠色消費觀念近年來已成為各國所關注的新興環保議題，特別是在餐飲產業上提倡使用當地及當季食材、減少食物里程，進而降低碳排放的低碳飲食概念成為飲食文化的新趨勢。本研究主要目的旨在應用計畫行為理論(TPB)探討不同飲食文化的消費族群對低碳飲食的購買意圖與願付價格，首先，利用結構方程式模型(SEM)分析消費者的飲食知識、行為態度、主觀規範、知覺行為控制與購買意圖之關聯性；接者，利用條件評估法(CVM)來分析消費者對於低碳飲食的願付價格。研究以量化問卷採便利抽樣方式進行調查，發放對象以台中市一般消費者為主。總共發出500份問卷，有效回收問卷436份，有效回收率為87.2%。研究結果顯示：(1)在人口統計變數方面，除性別外，其餘年齡、宗教信仰、飲食文化等對低碳飲食的購買意圖與願付價格皆有顯著性差異；(2)除知覺行為控制外，飲食知識、行為態度、主觀規範，對低碳飲食購買意圖呈正向影響；(3)對低碳飲食的願付價格以願意多支付1~5%為最多。冀望研究結果能提供給政府推行低碳飲食政策、或餐飲業者擬定行銷策略之參考，以增進消費者對低碳飲食之認知與消費行為。

In recent years, concept of green consumption has become an emerging environmental issues of concern to all countries. Especially it has become a new trend in food culture in the restaurant industry to promote the use of local and seasonal foodstuff, reduce food developing course, thereby advocate low-carbon diet concept to diminish carbon emissions. The main purpose of this study is to apply the theory of planned behavior (TPB) to explore purchase intention and willingness to pay in consumer groups of different food culture for low-carbon diets. First of all, by the use of structural equation modeling (SEM) analyze association between consumers’ dietary knowledge, behavioral attitude, subjective norm, perceived behavioral control and purchase intention. Proximately use contingent valuation method (CVM) to analyze consumers’ willingness to pay for low-carbon diets. By means of quantitative questionnaire convenience sampling method conduct the survey of study. We give priority to ordinary consumers in Taichung as objects for release. A total of 500 questionnaires has been given out. 436 valid questionnaires were recovered. Effective recovery rate is 87.2%. The research results show that: (1) in terms of demographic variables, besides gender, there are significant differences in purchase intention and willingness to pay for low-carbon diets ensuing from the remaining age, religion, dietary culture and others; (2) besides perceived behavioral control, dietary knowledge, behavioral attitude and subjective norm, positively affect purchase intention of the low-carbon diets; (3) pertaining to willingness to pay for low-carbon diets, they are willing to pay a maximum of 1-5%. We hope to provide research findings for reference to the government to implement the policy of low-carbon diets, or food and beverage industry to develop marketing strategies so as to enhance consumer awareness and consumer behavior for low-carbon diets.