以方法目的鏈探討素食者之永續消費意涵與價值

Vegetarians’ Perceived Meanings and Value for Sustainable Consumption: A Means-End Chain Approach

陳泊丞(Bo-Cheng Chen)

指導教授 ： 黃淑琴

朝陽科技大學/管理學院/企業管理系/碩士(2012年)

摘要

永續飲食消費是一種藉由購買當地有機種植、少包裝、當季並且在地的綠色食材，來降低對環境的傷害，以減緩地球暖化的速度。以往素食消費動機之研究認為，有宗教信仰者會因宗教道德與保護生態而食用素食；而無宗教信仰者則會考量經濟因素、健康關係、個人因素。然而，卻未能解釋這些素食消費動機是如何影響素食消費決策。基於前述，本研究運用方法目的鏈理論，深度訪談60位素食消費者，主要目的在探討（1）素食飲食能為消費者帶來哪些消費利益？又能滿足顧客消費哪些目標與價值？（2）建構素食消費的價值層級結構。研究結果發現，素食消費可為消費者帶來愉悅、慈悲、孝順、滿足、責任感、永續生存、成就感、安心、惜福、值得等11項價值；且在17項素食消費利益中，以健康、美味、省錢、節省時間、兼顧其他事務最為重要。最後本研究建立愉悅感、值得、責任感與孝順、安心與慈悲、永續生存五項價值階層路徑。

關鍵字

素食 ； 方法目的鏈 ； 顧客價值 ； 永續消費

並列摘要

The consumption of sustainable diets is a way of reducing environmental harm by purchasing local organic plants and ingredients of less packing, current season and green in order to retard the speed of global warming. The former researches related to consuming motives of vegetarians regard that people who believe in religions may be vegetarians because of religious morality and protection of ecology. As for people who have no religion, they may think about economic factors, health relations and personal reasons. However, those studies can’t define how consuming motives of vegetarians influence consuming decision of vegetarians. On the basis of statements ahead, our research applies means-end chain model and interviews 60 vegetarians. The purposes are to probe into the vegetarian consuming motives of consumers and how these motives drive consuming decision. This major to investigate First What are the benefits to the consumers who are the vegetarians ?What are the need and values can be satisfied to the consumers? Second Establishing Vegetarian Consumption values hierarchical structure.
The consequence of research shows that the consumption of vegetarians can bring consumers 11 items of value, joy, mercy, filial piety, satisfaction, sense of responsibility, eternal existence, sense of achievement, relief, treasure of happiness and worth. Moreover, among 17 items of vegetarian consuming benefits, health, delicacy, saving money, saving time and looking after something else are the most important. Finally, our research establishes 5 value hierarchy paths of joyful feeling, worth, sense of responsibility and filial piety, relief and mercy and eternal existence.

並列關鍵字

Sustainable Consumption ； Vegetarian ； Means-End Chain ； Customer Value

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