探討消費者購買醜食行為意圖之研究－計畫行為理論觀點

聯合國糧農組織指出，每年提供給人類食用的糧食產量中，已有許多遭到耗損或浪費。為了減少食物浪費的問題，需了解關於消費者對於購買醜食的行為和潛在的傾向，本研究藉由計畫行為理論和消費者本身對醜食的認知，探討消費者對於購買醜食的行為意圖及影響程度。研究結果發現，消費者對於醜食的認知與態度、主觀規範、知覺行為控制皆有顯著的正向影響。同時，消費者對醜食的認知、態度、主觀規範、知覺行為控制對消費者的行為意圖，亦皆有顯著的正向影響。且消費者對醜食的認知會正向影響態度，並在經由消費者的態度中介正向影響行為意圖。

關鍵字

計畫行為理論；行為意圖；醜食；認知

並列摘要

According to the Food and Agriculture Organization of the United Nations (FAO), much wastage is created from fresh produce globally every year. In order to reduce the problem of food wastage, we need to explore into consumers’ behavior and the tendencies of consumers’ willingness to purchase imperfect produce. This research is conducted based on public awareness for the imperfect foods movement and the theory of planned behaviors that lead to the influential factors and consumers’ intentions to purchase imperfect produce in order to reduce food wastage problems. The results of the study found that consumers’ perceptions and attitudes towards imperfect foods, subjective norms, and perceptual behavior control all have significant positive effects. At the same time, consumers' perceptions, attitudes, subjective norms, and perceptual behavior control of imperfect foods also have a significant positive impact on consumers' behavioral intentions. Therefore, consumers' perception of imperfect foods will positively affect attitudes and will positively influence behavioral intentions through consumer attitudes.