張曉平Hsiao-Ping Chang劉丞芷Cheng-Zhi Liu健康餐飲暨產業管理學系2026-03-239999-12-3120202020-06-01https://handle.ncl.edu.tw/11296/a9hx79https://scholars.csmu.edu.tw/handle/123456789/6291隨著速食餐廳興起，對畜牧業的需求增加，溫室氣體排放為影響氣候變遷的因素之一。近年來因消費者對健康、安全及環保的意識提升，具有認證之產品成為消費者評估產品之健康、安全與環保的方式。過去文獻中鮮少以環境友善的角度，關注消費者對速食餐點屬性認知及購買意願，故引發本研究之動機。本研究應用選擇實驗法(Choice Experiment Method, CEM)探討臺灣消費者對速食餐點屬性偏好(包括碳標籤、產銷履歷、營養標示、健康取向、替代食品及價格)，並運用條件羅吉特模型(Conditional Logit, CLM)與隨機參數羅吉特模型(Random Parameter Logit, RPL)估計速食餐點屬性效用函數，探討各屬性邊際願付價格(MWTP)之差異性。本研究以網路問卷調查法，共發放449份問卷，有效問卷396份，有效問卷回收率為88.2%。本研究結果顯示受訪者對速食餐點屬性之重要程度為：營養標示、健康取向、產銷履歷、碳標籤及替代食品；對各屬性之願付價格由高至低為：營養標示(12.5元)、健康取向(11.8元)、產銷履歷(11元)、碳標籤(8元)及替代食品(7.9元)；受訪者認為若具有產銷履歷、營養標籤及健康取向等屬性組合，將能提升對速食餐點的整體效用；運用CLM與RPL對速食餐點屬性進行評估，其結果皆呈現受訪者對碳標籤、產銷履歷、營養標示、健康取向及替代食品之偏好；RPL的結果也反應出受訪者在替代食品中有所差異，替代食品以51-60歲且教育程度為大專院校之受訪者願付價格較高。研究結果除可鼓勵速食餐飲業者應研發多元化餐點以滿足在追求快速便利外，也可讓注重營養攝取之消費者有更多速食餐點選擇，亦能提供餐飲業者或政府等相關單位作為在給予消費者快速、便利、健康之商品的同時也能兼顧環境永續發展的參考。With the rise of fast food restaurants, the demand for animal husbandry is increasing, and greenhouse gas emissions are one of the factors affecting climate change. In the past, few studies have focused on consumers' cognition of the properties of fast food and their willingness to buy from the perspective of environmental friendliness, so the motivation of this study was triggered. In this study, Choice Experiment Method (CEM) was used to explore the preference of Taiwanese consumers for the certified attributes of fast food, including carbon label, traceability, nutrition label, health oriented substitute food and prices. The Conditional Logit (CLM) model and the Random Parameter Logit (RPL) model were used to estimate the certification utility function of fast food, and the difference of the marginal willing price (MWTP) of each attribute is discussed. A total number of 449usable samples were collected. The rate of vaild returns was 88.2%. The results of this study showed that the importance of nutrition label, health orientation, traceability, carbon label and substitute food was the most important. The results state that: nutrition label (TWD12.5), health orientation (TWD 11.8), traceability (TWD 11), carbon label (TWD 8) and substitute food (TWD 7.9). Respondents believe that a combination of nutrition labels and health-oriented certifications will improve the overall effectiveness of instant meals, CLM and RPL were used to evaluate the certification of fast food, and the results showed the respondents' preference for nutrition label, health orientation and substitute food in the traceability of carbon label. Results In addition to encouraging the research and development of fast food industry should be diversified to meet the pursuit of quick and convenient food, but also can provide the catering industry, such as convenience in providing consumers with quick and healthy products reference.速食餐點選擇實驗法環境友善願付價格Fast FoodChoice Experiment MethodEnvironmental FriendlyWillingness to Paythesis