以計畫行為理論探討消費者對高雄綠色友善餐廳行為意圖之研究

A Research Based on Theory of Planned Behavior of Consumer Behavior Intention in Green Friendly Restaurant in Kaohsiung City

薛毓茗(Yu-Ming Shiue)

指導教授 ： 劉聰仁

國立高雄餐旅大學/餐旅學院/餐旅管理研究所在職專班/碩士(2013年)

https://doi.org/10.6825/NKUHT.2013.00024

摘要

國際消費者組織聯盟呼籲全世界的消費者在日常生活中落實綠色消費，讓地球能永續生存。美國綠色餐廳協會創立於 1990 年目的在幫助餐飲業減少對自然環境所造成的影響。GRA 創始人麥可•歐舒曼先生於 2011 年 8 月來台宣傳綠色餐廳的概念，期許台灣綠色餐廳的推廣，能成為亞洲綠色餐廳的領航者。
高雄市決心落實「綠色消費」概念。高雄市政府對「高雄綠色友善餐廳」的認證及推廣，讓傳統的餐飲業成為最現代的永續經營企業。本研究以計劃行為理論為基礎，就影響消費者對高雄綠色友善餐廳消費行為意圖等各項因素進行研究。
目的為理解消費者的永續食材態度、消費者的主觀規範、消費者的知覺行為控制及消費者的行為意圖對高雄綠色友善餐廳的影響。因此就三家高雄綠色友善餐廳的消費者採便利抽樣，共回收 299 份有效問卷。以敘述性統計，單因子變異數分析、回歸分析等進行研究。研究結果發現高雄綠色友善餐廳的消費者永續食材態度對行為意圖對有顯著的正向影響關係、主觀規範與行為意圖相關較不顯著、知覺行為控制與行為意圖有正向影響關係。由資料分析研究發現高雄綠色友善餐廳消費者大約是21~40歲的女性，學歷以大學以上的居多，所得落在2~5萬居多，職業分布在各行各業，絕大部分是非素食者並講求健康與環境保護訴求為主。而「永續食材態度」是影響消費者「行為意圖」的主要因素。消費者認為有機食材是對環境有益，且比較願意到依照當季食材為主的餐廳用餐。本研究針對高雄三家蔬食綠色友善餐廳進行探討，未來學者可以繼續針對綠色友善實體餐廳進行探討加以驗證。

關鍵字

高雄綠色友善餐廳 ； 永續食材 ； 計畫行為理論

並列摘要

International Organization of Consumers Unions (IOCU) promotes that people around the world should put green consumption into practice to preserve the earth permanently. The Green Restaurant Association (GRA), founded in 1990, aims to help catering industry reduce the influence on the natural environment. The founder of GRA, Mr. Michael Oshman, arrived in Taiwan and promoted the concept of green consumption in August, 2011. He expected that Taiwan would pioneer the green restaurants in Asia.As a consequence, Kaohsiung City Government decided to enforce the concept of green consumption. The certification and promotion of Kaohsiung Green Friendly Restaurant would advantage the catering industry to have the sustainable development.
This research, based on the Theory of Planned Behavior (TPB), was to study the factors of consumers’ behavioral intension toward Kaohsiung Green Friendly Restaurants. It aim to find out the influences of consumers’ attitudes toward sustainable foods, subjective regulations, perceived behavioral control, and behavioral intention on Kaohsiung Green Friendly Restaurants. As a result, convenience sampling was applied to the consumers in Kaohsiung Green Restaurants, including Jujube-tree Restaurant, Vegland Vegetarian Restaurant, and Chief Vegetarian Restaurant. 299 questionnaires were studied in Descriptive Statistics, One-way ANOVA, Regressive Analysis, etc. Results of this study indicated that the consumers of Kaohsiung Green Friendly Restaurant have a positive effect on sustainable food and consumer’s behavioral intention, perceived behavior control and behavioral intention. There are indistinctive differences between subjective regulation and behavioral intention. The data analyses revealed that the consumers in the green friendly restaurants are almost female at the age of 21 to 40, above the university degree, and earning income between 20,000 and 50,000 in all works of life. And, most of them are not vegetarians and claim for health and environmental reservation. The attitude of sustainable foods is the main factor to influence the consumers’ behavioral intention. The consumers consider organic foods are benefitial to the environment and perfer to dining the restaurants having seasonal foods. The study explored the three green friendly restaurants in Kaohsiung, and the results could be taken for the further study for green friendly restaurants in the future.

並列關鍵字

Kaohsiung Green Friendly Restaurant ； sustainable food ； Theory of Planned Behavior (TPB)

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