消費者對健康餐盒產品屬性偏好之研究

隨著現代生活型態及社會經濟發展之轉變，消費者對健康飲食觀念逐漸重視，希望藉由均衡飲食的方式，達到降低肥胖及慢性疾病之發生，因此標榜低升糖指數、低熱量、高蛋白等類型之健康餐盒逐漸受到重視。但較少針對消費者探討健康餐盒各項屬性之偏好，故作為本研究之調查目的。本研究首先將健康餐盒的屬性區分為口味、營養標示、產銷履歷認證、碳足跡標籤及餐點價格等5種屬性。應用選擇實驗法(Choice Experiment, CE)建構健康餐盒屬性效用模型。研究對象為3個月內有購買過健康餐盒之消費者，本研究採立意抽樣法，透過網路發放問卷，並將無效問卷扣除，共取得有效問卷495份。藉由條件式羅吉特模型(Conditional, CL)與隨機參數羅吉特模型(Random Rarameter Logit, RPL)推估健康餐盒效用函數並探討各個屬性邊際願付價格之差異性。研究結果發現：(1)受訪者購買健康餐盒時，最注重的為餐盒口味，其次為產銷履歷認證，最不偏好為碳足跡標籤；(2) 受訪者願意額外支付更多費用購買非常好的口味(3.7元)與有使用產銷履歷認證食材(3.4元)之健康餐盒；(3)年齡在40歲以上、平均月薪3萬元以上、有在規律運動以及正在增肌，減脂或控制體重的受訪者對營養標示的願付價格較高；以女性、年齡在30-39歲及大專院校以上的受訪者對產銷履歷食材的願付價格較高。由上述研究結果，冀望能提供健康餐盒業者在健康餐盒研發販售上能依此作為參考，在屬性上依循消費者之偏好設計產品，進一步提高願付價格與購買意願。

關鍵字

健康餐盒；產銷履歷；碳足跡；選擇實驗法；願付價格

並列摘要

With the changes of modern lifestyle and social economic development, consumers are paying more attention to healthy diet concepts, hoping to reduce obesity and occurrence of chronic diseases through balanced diets. Therefore, healthy meal boxes with low glycemic index, low calorie, high protein and other types have gradually been paid attention to. However, there are few studies on consumer preferences for the attributes of healthy meal boxes. Therefore, this study aims to investigate the preferences of consumers for the attributes of healthy meal boxes. This study first divided the attributes of healthy meal boxes into five categories, including taste, nutrition label, product traceability certification, carbon footprint label and price. the choice experiment (CE) was used to construct the utility function of healthy meal boxes. The research subjects were consumers who had purchased healthy meal boxes in the past three months. This study used purposive sampling and distributed questionnaires through the Internet. After excluding invalid questionnaires, 495 valid questionnaires were obtained. the conditional logit (CL) and random parameter logit (RPL) models were used to estimate the utility function of healthy meal boxes and explore the differences in marginal willingness to pay for each attribute. The results showed that (1) When purchasing healthy meal boxes, the respondents paid most attention to the taste of the meal boxes, followed by product traceability certification, and least to the carbon footprint label; (2) Respondents were willing to pay extra for very good taste (3.7 NTD) and food ingredients with product traceability certification (3.4 NTD); (3) Respondents aged 40 and above, with an average monthly salary of 30,000 NTD or more, who were regularly exercising and gaining muscle, losing fat or controlling their weight paid a higher willingness to pay for nutrition labels; and female respondents aged 30-39 and above college level paid a higher willingness to pay for food ingredients with product traceability certification. Based on the above research results, it is hoped that it can provide reference for healthy meal box industry to design products according to consumer preferences, so as to further improve the willingness to pay and purchase intention.