蔬食消費者動機、重視因素與通路之研究

The Relationships among Motivations, Considerations, and Buying Channels of Vegetarian Consumption

廖倚萱(Yi-Xuan Liao)

指導教授 ： 周素娥

國立臺中科技大學/商學院/企業管理系事業經營碩士班/碩士(2013年)

https://doi.org/10.6826/NUTC.2013.00101

摘要

國民健康局提出「天天五蔬果，健康陪伴我」，提倡蔬果對健康的重要性。另外，全球暖化的問題日益嚴重，各國政府、企業及民間團體，也積極推廣節能減碳行動。
素食不等於蔬食，以字面來說「素」有質樸、肅敬等意義；而「蔬食」沒有道德評判意涵的詞語，純粹指食用植物性食物。在民國80年以前，在素食都會直接與宗教聯結，現今受到西方觀念影響，逐漸有養身、健康概念，直到現在全球暖化為重要議題，蔬食逐漸受到重視。

本研究對象為蔬食消費者，有效問卷為908份，以SPSS 20.0進行迴歸分析，得知以下結果。(1)蔬食消費者女性多於男性，最大族群為學生，教育程度大專以上就有60%。(2)蔬食動機以健康為主，其次地球環境保護，第三則是尊重生命，與過去因宗教茹素已經大相逕庭。(3)最為頻繁通路為專賣店及傳統通路。(4)餐廳消費重視因素以食物衛生品質、清潔乾淨為基本條件，另外設計舒適的環境、員工服務態度友善、菜色美味也是逐漸重視因素，最後才為價格因素。(5)購買產品重視是否有無添加化學成分、營養成分。

關鍵字

蔬食 ； 通路

並列摘要

To advocate the importance of fruits and vegetables on our health, the Department of Health Promotion has proposed the concept of “eating five kinds of fruits and vegetables daily will improve your health and wellbeing”. Moreover, governments, corporations and civil organizations have also implemented actions towards energy conservation and carbon footprint reduction as global warming has become a serious issue.
Vegan is not equivalent to Veggie. “Vegan” literally means modest and solemn; on the other hand, “Veggie” refers to edible vegetation and has no implication in terms of moral judgment. Prior to 1991, the concept of vegetarianism was always associated with religion. Recently, because of the influence of western culture, vegetarianism has become a symbol of regimen and health.

Most past researches have focused upon the relationship between vegetarianism and religion or vegetarianism and health. Few studies focused upon vegetarianism and consumption or vegetarian distribution channel. This thesis assumes that consumption and distribution channels are highly correlated.

The research results are shown as follows:
A) Most veggie consumers that were surveyed were female; the largest sample group was students. Over 60% of people surveyed had graduated from university.

B) The main motivations in following a vegetarian diet in terms of importance are health; followed by environmental protection and respection of life. This contrasts with previous findings whereby the main motivation for a vegetarian diet is namely for religious purposes.

C) The most frequently accessed channels of consumption are specialty stores and traditional stores.

D) Factors consumers consider when deciding upon where to eat at restaurants in terms of importance are quality of food and a hygienic environment, comfortable setting, friendly service, taste. The least important aspect for modern consumers appears to be the price of food.

E) Consumers are now placing more importance on the nutritional value, organic status, and whether or not their food has undergone chemical treatment when purchasing vegetarian products.

並列關鍵字

Vegetarian ； Distribution Channel

參考文獻

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