建構消費者選擇養生飲食之模式

「民以食為天，食以安為先」，近年來國內食安風暴接連不斷，導致消費者對食品安全感到不信任，加上消費者的健康意識逐漸提升，進而改變飲食習慣。本研究以從消費者的觀點來探討健康意識、飲食涉入、主觀規範以及飲食態度是否有正向影響採納健康飲食的行為意圖。本研究以中部的消費者為研究對象，共發放問卷205份，有效問卷為198份。實證結果發現：健康意識對於飲食態度有顯著的正向影響、主觀規範對於飲食態度有顯著的正向影響、飲食態度對於行為意圖有顯著的正向影響、飲食涉入並無顯著正向影響飲食態度。

關鍵字

健康意識；飲食涉入；主觀規範；飲食態度；行為意圖

並列摘要

At the time of "Food safety first", unfortunately Taiwan’s food industries have been in the storm of food security crisis, and consumers feel unsecured in food industries. Therefore, the awareness of health consciousness is gradually increasing recently. To adopt the healthy diet, this study explores whether health consciousness, food involvement, and subjective norm positively affect food attitude and then indirectly and positively affect behavioral intention. This study collected a total of 205 questionnaires, and among them 198 questionnaires are valid. From the empirical results, we found that food involvement has no significant relationship with food attitude; however, health consciousness and subjective norm each has a significant positive effect on food attitude, and food attitude has a positive effect on behavior intention.