遊客對低碳餐廳之消費意圖研究

A Study on The Consumption Intention of Tourists to Low-Carbon Restaurants

許澤宇(Che-Yu Hsui) ； 邱千瑂(Chine- Mei Chiu) ； 梁毅宗(Yi-Tsung Liang)

《環境與管理研究》 23卷 (2022/06) Pp. 37-54

https://doi.org/10.6725/JEM.202206_23.0003

摘要

本研究以Ajzen的計畫行為理論（TPB）探討遊客在旅遊過程中選擇低碳餐廳消費的影響因素。研究以統計量化方式進行，採李克特五點量表衡量，並以便利抽樣方式，回收有效問卷852份，樣本數信賴水準達99.95%。研究結果發現，受訪者對於選擇低碳餐廳消費是給予正向、肯定的評價（平均值M=3.76），而且認為做了這樣的選擇對環境是友善、有益。在主觀規範方面，遊客認為對其有影響力的個人或群體，是認同其選擇低碳餐廳消費（M=3.87）。然在知覺行為控制方面，構面平均數（3.30）顯著低於3.5分。亦即受訪者對於選擇低碳餐廳用餐之可控制性不足，從問項來看，問題主要來自欲選擇低碳餐廳用餐是不易的（欠缺資訊、低碳餐廳較少），亦即控制信念缺乏所致。而在消費意圖方面（M=3.67），顯著高於3.5分，此結果說明了多數受訪者未來是有意願前往低碳餐廳消費，且也願意將這樣的訊息分享給親友。此外，低碳餐廳之消費者的特徵為：女性、高教育程度以及高社經地位。另從迴歸分析方面結果顯示：遊客對低碳餐廳的態度、主觀規範、知覺行為控制會顯著正向影響消費意圖，其中又以知覺行為控制之影響為最高。因此未來若能對消費者提供足夠之低碳餐廳資訊（包含位置）以及增加誘因推動低碳餐廳並能有更多低碳餐廳之供給，相信對環境永續能具啟發性的影響。本研究成果亦能做為未來推廣低碳旅遊、低碳餐廳之政策參考依據。

關鍵字

計畫行為理論 ； 低碳旅遊 ； 低碳飲食 ； 碳排放量 ； 溫室效應

並列摘要

This study uses Ajzen's theory of planned behavior (TPB) to explore the influencing factors of tourists' choice of low-carbon restaurant consumption during tourism. The research was carried out in a statistical and quantitative way, measured by a five-point Likert scale, and by means of convenience sampling, 852 valid questionnaires were recovered, and the reliability level of the sample number reached 99.95%. The results of the study found that the respondents gave positive evaluations (average M=3.76) to choosing a low-carbon restaurant for consumption, and believed that making such a choice was friendly and beneficial to the environment. In terms of subjective norms, tourists believe that individuals or groups that have influence on them agree with their choice of low-carbon restaurant consumption (M=3.87). However, in terms of perceived behavioral control, the dimension mean (3.30) was significantly lower than 3.5 points. That means the respondents have insufficient control over choosing a low-carbon restaurant. From the questionnaire, the main problem is that it is not easy to choose a low-carbon restaurant (lack of information, less low-carbon restaurants), that is, lack of control beliefs. In terms of consumption intention (M=3.67), it was significantly higher than the score of 3.5. This result shows that most respondents are willing to go to low-carbon restaurants for consumption in the future, and are also willing to share such information with relatives and friends. In addition, the characteristics of consumers of low-carbon restaurants are: female, highly educated, and high socioeconomic status. In addition, the results of regression analysis show that tourists' attitudes, subjective norms, and perceived behavioral control towards low-carbon restaurants will significantly and positively affect consumption intentions, and the influence of perceived behavioral control is the highest. Therefore, if enough low-carbon restaurant information (including locations) can be provided to consumers in the future and there will be more low-carbon restaurants in the market, We believe it will have an inspiring impact on environmental sustainability. The results of this research can also be used as a policy reference for the promotion of low-carbon tourism and low-carbon restaurants in the future.

並列關鍵字

TPB ； Low-carbon tourism ； Low-carbon diet ； Carbon emissions ； Greenhouse effect