消費者對生機食品認知、態度及行為意圖研究：以計畫行為理論之觀點

食安風暴的衝擊下，生機食品消費已成為現代人們健康養生的重要生活事件，從食品來源、成分、生產等而對日常購置食品進行瞭解。本研究旨在探討生機食品消費行為實證研究，藉以瞭解消費者對生機食品消費行為各變項間之關聯性。並進一步驗證消費者對綠色食品涉入在各變項間之調節效果，以確認在食安風暴後消費者對綠色食品的消費行為模式。採便利抽樣方式針對臺中市生機食品之消費者進行問卷調查，獲得547份有效問卷。利用偏最小平方法進行分析，研究結果顯示，綠色意識認知與健康意識認知會正向影響消費者之生機食品態度，並在經由生機食品態度的中介而增加行為意圖；心理社會風險能負向影響生機食品態度，並且經由生機食品態度的中介而弱化購買生機食品的相關行為意圖。此外，研究中也證實了生機食品消費之產品涉入因應可以弱化心理社會風險與生機食品態度之負向影響效果；在其調節態度與行為意圖間的關係，生機食品投入程度越高的消費者，沒有生機食品投入程度低的消費者強烈，因當消費者對生機食品了解程度越深、資訊收集更廣泛，為長遠健康、食品安全及環保節能等考量因素，在購買決策評估過程會表現出更謹慎、考慮周全的態度，減弱消費生機食品的行為意圖；反之，對生機食品投入程度較低的消費者因其產品資訊性不足，導致對生機食品消費信賴盲點，當有需求時就會直接產生消費意願或可能性。最後提出若干管理意涵與未來研究方向之建議。

關鍵字

計畫行為理論；綠色意識認知；健康意識認知；知覺風險；產品涉入

並列摘要

Under the turmoil vitality of Food Safety, organic foods consumption has become an important life event of modern people's health regimen. It makes people to understand the source, ingredients and the production of daily food they purchased. Our study was to investigate the empirical research of consumption behavior of organic foods, in order to understand the correlation between each variables of consumers' organic food consumption behavior. And to verify the moderating effect on each variable involved in consumer to green foods, to confirm the consumption behavior patterns of green foods after the storm of food security. We use Mining convenient way of sampling to investigate the consumers of Organic in Taichung, obtained 547 valid questionnaires. The results analyzed by the partial least squares method show that green consciousness cognition and health consciousness cognition will positively affect the consumer’s attitude of organic foods, and will increase the behavioral intentions via the mediator of organic foods attitude; social psychosocial risks can negatively affect Organic Foods attitude, and will weaken the behavioral intentions of buying organic foods via the mediator of organic foods attitude. In addition, our study also confirmed that the involvement by product of Organic Foods consumption would weaken the negative effects of social psychosocial risks and the attitude Organic Foods; moderator relationships between attitude and behavioral intention is stronger in the consumer with lower investing degree of Organic Foods food than the consumer with higher investing degree of Organic Foods. Because when consumers understand the deeper extent and collect more extensive information of Organic Foods, for the considerations of long-term health, food safety and environmental protection and energy saving, the purchase decision process of assessment will show more cautious, thoughtful attitude, weakened Organic Foods consumption behavior intention; on the contrary, to a lesser extent Organic Foods food consumer, because of lack of products information, leading to the trust blind spot of Organic Foods consumption, will directly generate consumer willingness or possibility when there is a demand. Finally, we propose several recommendations of the management meaning and future research directions.