含糖量資訊內容完整性、營養標示呈現對含糖飲料購買消費之探討

文獻指出攝取過多含糖飲料容易造成肥胖等疾病，因此，多國政府使用稅收或營養宣稱方式，致力降低消費者對含糖飲料的攝取。然而，現有文獻卻提到成效不彰的問題。為此，政府希望能以含糖飲料種類標示降低攝取量，但相關成效並未獲得證實。文獻也指出清楚的營養標示，可提升消費者知識，改變其態度及營養行為。但鮮少文獻提出是否可適用於含糖量標示，遂引發本研究動機。因此，本研究目的主要探討含糖量資訊內容完整性、營養標示呈現是否會降低消費者對含糖飲料的購買意願。 本研究以3x2x2的實驗設計法比較每日上限攝取量以及糖的種類/公克在不同方法呈現下，是否會降低消費者的態度、主觀行為規範以及知覺行為控制，進而降低購買意願。另外增加警語醒目標示為干擾變數，探討對各變數的影響。 研究結果顯示態度、主觀規範以及知覺行為控制為具顯著中介效果。在營養標示易顯性高下，含糖量資訊內容完整性與購買意願呈現倒U曲線；但易顯性低下，則呈現微笑曲線。本研究亦提出兩種最佳組合(1)紅綠燈標示法+糖的種類/公克+糖每日上限攝取量以及警語(2) 圖表標示+糖每日上限攝取量，冀望此結果能提供政府制定資訊提供更完整、呈現方式更清楚的營養標示政策，方能有效降低國人對含糖飲料的攝取量。本研究也冀望台灣飲料業者能以此結果做為行銷推廣的主要策略。

Many studies indicated that Sugar –Sweetened Beverages (SSB) is the main reason to cause obesity and damage public health, and many governments have provide many interventions to lower SSB consumption. However, whether these interventions are effective are still undecided, and sugar labeling (i.e. sugar type and grams) are proposed as a new nutrition label for SSB. From the literature reviews, we found that there are few literatures only mentioned the influence of sugar label and it’s very interesting to have better understanding the relationship between the sugar labeling and purchase intention on SSB. This study examines the relationships among sugar information, nutrition labeling, and warning statement, and purchase intention of SSB and also the possible interaction effects by three factor experiments. The findings shown that when information about sugar labeling would be more comprehensive and nutrition labeling more obvious, than purchasing intention is also decreased. The main contributions of this study are that finding could provide a better policy for nutrition labeling, and it could effectively reduce the purchase intention of SSB. It could also suggest that the beverage manufacturer could provide more concrete nutrition information to change consumption behavior of SSB.