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應用計畫行為理論探討消費者對醜食產品購買意願之研究

Application of the Theory of Planned Behavior to Investigate Consumer Willingness to Purchase Suboptimal Food

摘要


目的:探討台灣民眾對於醜食產品的認知與看法,再進一步了解其購買意願。希望藉由研究結果了解當產品被冠上醜食標籤時,是否真的會影響消費者的購買意願,可做為未來食品廠商在商品標示、擬定行銷策略之參考;目前有關醜食產品購買意願的相關研究較少,遂引發本研究動機。方法:以計畫行為理論為核心,另納入「環境關懷」及「涉入程度」兩構面,探討台灣民眾對於醜食產品的認知、看法與購買意願。採用滾雪球調查法,資料以SPSS 18.0 for windows建檔後進行資料統計及分析;並應用結構模式分析(SEM)統計方法驗證研究假設。結果:計畫行為理論中「態度」、「主觀規範」均會對消費者在醜食的購買意願有正向顯著影響,而「知覺行為控制」對消費者僅產生些微正向影響,反映出消費者會對醜食產生較佳的態度,也會因社群壓力提高其購買意願,但卻沒有太多的機會與通路買到醜食產品;「環境關懷」跟「涉入程度」對於消費者在醜食產品的購買意願也都有正向顯著影響。結論:研究發現「環境關懷」構面之數值比其他構面要來得低,暨消費者對醜食及環境關懷尚未建立起連結性;因此建議政府與民間團體多加宣導,提升人民環保意識,以減少其對地球的傷害。也藉此嚮應世界糧食規劃署所倡導之糧食復甦計畫。同時期望藉由減少食物浪費,可在社會層面、經濟層面及環境層面,創造三贏局面。

並列摘要


Purposes: To explore how the Taiwanese people perceive and what opinions they hold toward suboptimal food products, and further understand their willingness to purchase such products. It is hoped to determine, through the research results, whether products labeled as "suboptimal" will affect willingness to purchase such products; references can also be established on that basis for future food manufacturers in product labeling and marketing strategy. At present, there are few studies on willingness to purchase suboptimal foods, which has motivated this research. Method: With the theory of planned behavior at the core, and incorporating the two aspects of "environmental concern" and "involvement", this study explores how the Taiwanese people perceive and what opinions they hold toward suboptimal food products, and further understand their willingness to purchase such products. A snowball survey was used, and data analysis was performed with SPSS 18.0 for Windows software. The research hypothesis was verified by the structural equation modelling (SEM) statistical method. Result: In the theory of planning behavior, "attitude" and "subjective norms" have a positive and significant impact on consumers' willingness to buy suboptimal foods, and "perceived behavior control" has only a slight positive impact, reflecting the fact that consumers have a better attitude towards suboptimal foods. Community pressure will increase buying willingness, but there are few opportunities and channels where consumers can buy suboptimal foods. "Environmental concern" and "involvement" also have a positive and significant impact on willingness to purchase suboptimal foods. Conclusion: The study found that the value of the "environmental care" facet is lower than the values of other facets. Consumers have not yet established a link between suboptimal food and environmental care. Therefore, it is recommended that the government and society promote awareness of environmental protection to reduce damage to the earth. This study also responds to the food recovery plan advocated by the World Food Programme. At the same time, it is hoped that by reducing food waste, a win-win situation can be created at the social, economic and environmental levels.

參考文獻


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Hooge, I., Oostindjer, M., Aschemann-Witzel, J., Normann, A., Loose, S., & Almli, V. (2016). This Apple is Too Ugly for Me! Consumer Preferences for Suboptimal Food Products in the Supermarket and at Home. Food Quality and Preference, 56 , 80–92. doi:10.1016/j.foodqual.2016.09.012

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