蔬食餐消費意願知識、態度與行為之調查研究－以台中市西屯區民衆為例

An Investigative Study of Willingness, Knowledge, Attitudes, and Behaviors Toward Vegetarian Meal Consumption-A Case Study in Xitun District, Taichung City

賴淑娥(Shu-E Lai) ； 賴利玲(Li-Ling Lai) ； 林建谷(Jian-Gu Lin) ； 蔡崇煌(Chung-Huang Tsai) ； 王雪芳(Hsueh-Fang Wang)

《澄清醫護管理雜誌》 14卷1期 (2018/01) Pp. 7-19

摘要

目的：近年來隨著養生保健觀念普遍化，民眾對健康蔬食重視的程度相對提高。因此，本研究以台中市西屯區的民眾為例，探討一般民眾蔬食餐的消費意願以及個人背景因素、健康品質評估、KAB（知識、態度與行為）與蔬食餐消費意願的關係。方法：以台中市西屯區住家民眾、訪客或工作者為訪問對象。結構式問卷設計參考李克特量表概念，內容包括人口特性、健康品質評估及蔬食餐消費意願，分為健康生活品質、飲食行為、自覺狀態等三個構面進行評估。受訪者基本資料以敘述性統計分析（Descriptive Statistics analysis）；以Student t檢定分析個人背景因素與蔬食餐間的關係；以皮爾森積差相關（Pearson's product moment correlation）分析檢定蔬食餐消費意願與蔬食餐之相關姓；以複迴歸分析（Multiple regression analysis）探討研究對象之食用蔬食餐和消費意願之間的關係。結果：本研究之受訪者女性多於男性，曾經吃過蔬食餐的人有72.16％，每月食用11-20次的人數最多。受訪者感覺在食用蔬食餐後之體重、血壓、感冒、偏頭痛與便秘皆有減少或健康狀況與營養不良有改善，其中食用蔬食餐者體重、感冒、便秘、健康狀況及營養不良與未食用者比較有顯著差異。受訪者的年齡、教育程度與職業是影響蔬食餐消費意願的重要因素，消費意願的前三項因素是「富含維生素、礦物質、不飽和脂肪酸及膳食纖維」、「新的健康餐」及「促進健康」等概念。結論：由本研究結果可了解選食蔬食餐的民眾似乎對提高健康飲食行為、健康狀態及提升健康生活品質有較佳的優勢。

關鍵字

蔬食餐 ； 健康品質 ； 消費意願 ； 自覺健康狀態

並列摘要

Purposes: With the popularization of the concept of healthy lifestyle in recent years, vegetarianism for health reasons has become more emphasized among the public. Therefore, the purpose of this study was to investigate consumer willingness toward vegetarian meals among the general public and the relationships between personal background factors, health quality evaluation, and knowledge, attitudes, and behavior (KAB) regarding consumer willingness toward vegetarian meals. Methods: The participants of the study were residents, visitors, and workers in Xitun District, Taichung City. The structured questionnaire was designed with a Likert scale and included population characteristics, health quality evaluation, and consumer willingness toward vegetarian meals divided into sections regarding healthy lifestyle quality, food and drink behaviors, and perceived health quality. Results: In this study, there were more female than male participants; 72.16% of participants had consumed a vegetarian meal in the past. A majority of participants consumed 11-20 vegetarian meals per month. After consuming vegetarian meals, participants felt that their weight, blood pressure, colds, migraine headaches, and constipation had reduced, and health status and malnutrition had improved. People consuming vegetarian meals had significant differences in weight, colds, constipation, health status, and malnutrition compared to people not consuming vegetarian meals. The age, educational attainment, and occupations of participants were important factors affecting their consumption willingness toward vegetarian meals. Among the top 3 factors affecting consumer willingness were ＂rich in vitamins, minerals, unsaturated fatty acids, and dietary fiber,＂ ＂new healthy meals,＂ and ＂health promotion.＂ Conclusions: This study makes it clear that people who select vegetarian meals have the advantages of increased healthy food and drink behavior, health status, and increased quality of healthy lifestyle.

並列關鍵字

Vegetarian meals ； Health quality ； Consumer willingness ； Perceived health status