綠色餐廳標章認知、信任度與消費意願之研究

Abstract

本研究旨在探討消費者對於綠色餐廳標章的認知、信任度與消費意願之間的關係，隨著全球環保意識的提升以及消費者對健康生活的追求，綠色餐廳的發展日益受到關注；然而綠色餐廳標章的有效性及其對消費行為的影響尚未得到充分的研究。鑑於過往的研究成果，研究者將標章認知區分為五個構面（標章識別、永續消費、永續資源、永續生活、生態價值），並將標章信任區分為兩個構面（標章認證系統、標章效益），探討這些因素會如何影響消費者至綠色餐廳進行消費的意願。 研究結果發現，消費者對綠色餐廳標章的認知和信任皆對消費意願具有顯著且正向的影響，以標章識別與標章認證系統的影響最大，顯示當消費者越能識別標章，越瞭解綠色餐廳標章的意涵及重要性，也能對綠色餐廳標章有足夠的信任時，其消費意願就會越高。此外，依據消費者人口統計特徵的不同，也會影響其消費意願，以年齡與每月可支配所得的影響最大，年齡越長者可能對健康相關資訊更加關著，而每月可支配所得越高者越會選擇自己所認同之產品，因此兩者對於至綠色餐廳的消費意願與願付價格的態度都有相當正向的影響。 綜上，本研究揭示了綠色餐廳標章在提升消費者消費意願方面的潛力，並確立加強消費者教育以及建立信任對綠色餐廳發展的重要性，為綠色餐廳以及綠色餐廳標章發展的學術文獻做出貢獻。

The study aims to explore the relationship between consumers’ awareness, trust, and consumption intention toward green restaurants. With the rise of global environmental awareness and the pursuit of healthy living, the development of green restaurants is increasingly emphasized. However, the effectiveness of green restaurant labels and their impact on consumer behavior remain under-researched. Based on previous findings, the study categorizes label awareness into five dimensions (label identification, sustainable consumption, sustainable resources, sustainable living and ecological value) and label trust into two dimensions (label certification system and label benefits) to examine how these factors influence consumers’ consumption intention at green restaurants. Results indicate that both consumers’ awareness and trust of green restaurant labels significantly and positively affect their consumption intention, with label identification and label certification system having the most substantial impact. When consumers can identify the label and understand its significance, along with having sufficient trust in the label, their consumption intention at green restaurants increases. Additionally, consumer demographics, such as age and monthly disposable income, also influence consumption intention. Older consumers may be more concerned about health-related information, while those with higher disposable incomes tend to choose products they identify with, positively affecting their consumption intention at green restaurants and their willingness to pay. In summary, this research reveals the potential of green restaurant labels in enhancing consumer consumption intention and establish the importance of consumer education and trust-building for the development of green restaurants. The findings contribute to the academic literature on the development of green restaurants and green restaurant labels.