蔬果形狀變異程度對消費者風險認知和購買意願之影響

食物浪費問題日益嚴重，逐漸成為永續環保的重要課題，由於農業基礎設備與知識不足，開發中國家的食物浪費多發生於生產端，而已開發國家多發生於食物供應鏈的前端及消費端，有許多蔬果因為賣相不佳遭供應商淘汰，無法進入通路販售，造成浪費。本研究探討消費者的基因改造認知在蔬果形狀變異程度與風險認知之間的中介效果，以及蔬果形狀變異程度和親環境自我認同對消費者購買意願之影響，本研究共分為二個研究，使用問卷調查法針對18歲以上的消費者，以線上填寫google問卷的方式進行，有效問卷為676份。研究結果顯示基因改造認知在蔬果形狀變異程度與風險認知之間扮演部分中介效果。蔬果形狀變異程度和親環境自我認同分別對消費者的購買意願有顯著的影響，但兩者的交互作用並不顯著。高親環境自我認同的消費者對於形狀變異的蔬果的購買意願顯著高於低親環境自我認同的消費者。而消費者對於形狀正常的蔬果購買意願顯著高於中度形狀變異(50%)的蔬果以及高度形狀變異(100%)的蔬果，且中度形狀變異(50%)的蔬果的購買意願顯著高於高度形狀變異(100%)的蔬果。研究結果可提供業者做為環保行銷策略的參考。

關鍵字

蔬果形狀變異程度；基因改造認知；親環境自我認同；風險認知；購買意願

並列摘要

Food waste has been received much attention and become a popular media topic as a consequence of its relationship with sustainability. In developing countries, must of food is wasted at post-harvest and processing levels, because of the poor infrastructure and low levels of technology, in food production systems. However, in developed countries, the majority of food waste occurs at the early stages in the food supply chain. One major reason for this is that food is sorted out due to rigorous quality standards set up by large-scale distributors concerning weight, size, shape and appearance. The purposes of the study are to examine that Taiwanese consumers may associate naturally occurring vegetable shape-abnormalities with GM food, which increases their risk perception and to predict the impact of food shape abnormality and pro-environmental self-identity on consumer’s purchase intention. An online survey was used 676 participants participated in the study. The results reveal that participants perceive a strong belief that an abnormally-shape foods is the result of GM technology, and this GM belief resulted in higher risk perceptions for the abnormally-shape food products. Thus, GM belief serves as a partial mediator of the food shape-abnormality effect on risk perception. These results also revealed that both abnormally-shape food and pro-environmental self-identity was not significant. Limitations of the study and future recommendations are discussed.