全球人口數量龐大,至今仍持續成長,所需的糧食產量也日益增加,然而土地面積不足、海洋過度捕撈、氣候變化等等都會對糧食生產造成影響。相比於一般家畜,飼養食用昆蟲所需的土地與水較少,對環境較無負擔,因此世界糧農組織提倡食用昆蟲;然而,過往探討昆蟲食品的文獻多種重於實驗研究,較少探討消費者行為,除此之外,昆蟲食品屬較新穎的食物,但尚未有人探討過昆蟲食品對台灣消費者的接受度,因此本研究欲探討消費者對昆蟲食品的產品知識及食物恐新症如何影響購買意願。 本研究使用問卷調查法,針對台灣一般消費者進行調查;結果顯示食物恐新症負向顯著影響購買意願,根據主觀知識與客觀知識分群後分析,結果顯示擁有產品知識程度越高的消費者,會加重不願意購買昆蟲食品的意願,產品知識程度較低的消費者則反之。 本研究以台灣消費者觀點探討昆蟲食品的產品知識對食物恐新症與購買意願之影響,並提出若一味強調昆蟲食品的營養價值、提倡環境生態的好處,反倒降低消費者食用昆蟲的意願;因此建議業者可著手於產品設計、包裝來吸引消費者食用,或將食用昆蟲加工為食材,融入消費者生活、使其逐漸熟悉昆蟲食品,進而降低對昆蟲食品的恐懼感後,才能提高對昆蟲食品的購買意願。
As the overpopulation around the world, the demand for the food increase dramatically, in addition, lack of plant, over-fishing, and dramatic climate changing also decrease the food production. Compare with the farming animal, insects require fewer plant and water, and FAO begins to promote insects as food. However, due to insect foods are novel foods and previous studies have more focused on experimental researches and pay less attentions on its consumer behaviors, thus, this study aims to understand the relationship between insect food neophobia and purchase intention and clarify their relationship with product knowledge as moderators. This study uses questionnaires to investigate the consumers with or without eating experience of eating insect food. The results display food neophobia significantly decrease purchase intention, and when the consumer has the higher product knowledge, it will enforce their willingness not to consume insect food, and vice versa. This study investigated the impacts of product knowledge on insect food neophobia and purchase intention from the Asian perspectives and proposed that if we emphasized the nutritional value of insect foods and promoted the benefits of environmental ecology, it will reduce the willingness of consumers to eat insects. Therefore, this study suggested that the industry could focus on product and packaging design to attract consumers, or use edible insects as food ingredients, to apply it into consumers' daily lives, which can increase the willingness to buy insect foods.
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