食用減碳食品行為意圖之研究

A Study on the Behavioral Intention of Consuming Carbon-Reduction Foods

鍾健平(Chien-Ping Chung) ； 李案嘉(An-Jia Li) ； 李旻珊(Min-Shan Li)

《經營管理論叢》 2011特刊 (2011/12) Pp. 93-111

https://doi.org/10.6872/OMR.201112/SP.0006

摘要

人類為了追求美味，大量畜養動物，污染了自然環境，造成全球糧食荒與生態嚴重失衡，所以研發「減碳食品」是刻不容緩的使命。本研究運用科技接受模式為理論基礎，探討消費者食用減碳食品行為意圖。經實際發放問卷調查，共回收291份有效問卷，進行敘述統計分析、信度分析、效度分析以及多變量分析，本研究獲得重要結果如下：（1）「可驗證性」對於「使用態度」、「知覺風險」與「認知行為」都有正向影響；（2）「涉入程度」對於「綠色消費需求」與「認知行為」都有正向影響；（3）本研究建構之模式對於使用減碳食品之行為意圖具有可接受之解釋力。

關鍵字

減碳食品 ； 科技接受模式 ； 創新擴散理論 ； 知覺風險

並列摘要

The mankind raises animals in a large amount in order to pursue the delicious food. Therefore, they pollute the natural environment and cause the global ecology out-of-balance seriously as well as barren grain. As a result, developing the carbon-reduction foods is an emergent mission. This study applies technology acceptance model (TAM) as the theoretical foundation to build up an extended TAM on the behavioral intention of consuming carbon-Reduction foods. After applying structural TAM to analyze 291 valid questionnaires, the conclusions are: (1) The propriety of verification has very significant directly and positive influence on using attitude, perceived risk, and cognitive behavior. (2) The degree of intension has very significant directly and positive influence on green consumption demand, and cognitive behavior. (3) The proposed model has confidant explanation to the behavioral intention of carbon-reduction foods.

並列關鍵字

Carbon-reduction foods ； Technology Acceptance Model (TAM) ； Innovation Diffusion Theory (IDT) ； Perceived risk