以擴充式計劃行為理論探究食品添加物的個人與社會防護

Abstract

本研究以擴充式計劃行為理論為基礎，探討消費者對食品添加物的個人防禦方式，以及對社會安全防護網的期待。文獻探討包括：食品添加物、消費者對添加物的防禦行為、計劃行為理論（含態度、主觀規範與知覺行為控制）及其外部變項（含風險認知、效益認知，以及對監管機關信任度）。研究者設計結構化量表問卷進行網路調查，針對18歲以上之國內消費者進行量化分析，以釐清擴充式計劃行為對甜味劑和著色劑之自我防禦意願及社會安全防護網期待的影響。

甜味劑的研究發現，知覺行為控制是影響消費者個人防禦方式的最強因素，態度次之，對監管機關的信任度再次之。在影響消費者對社會安全防護網期待的因素中，同樣是以知覺行為控制影響力最大，呈現出越懂會越要求的理性特徵，其次依序為主觀規範、風險認知、態度。差異分析顯示，女性、51歲（含）以上年長者、居住於北部、教育程度為高中職（含）以下，以及不常吃甜食的消費者，在個人防禦與社會防護網期待上，皆展現出顯著較高的防禦意願。研究者認為，甜味劑防禦偏向個人健康價值導向，且對政府的信任能有效驅動其防禦意願。

著色劑的研究結果則顯示，影響個人防禦方式最強的因素仍為知覺行為控制，但風險認知躍升為第二大影響因素，其後依序為態度、主觀規範、對監管機關的信任度。在對社會安全防護網期待上，首要影響因素轉變為風險認知，呈現出越擔憂便會越要求的心理特徵。對監管機關的信任度呈現出顯著的負向影響，即指消費者對政府食安治理信任不足時，會更迫切要求媒體與學校等外部宣導機構來填補缺口。差異分析顯示，36歲以上和不常吃色彩繽紛食品族群的個人防禦意願顯著偏高；男女在個人防禦上無顯著差異，但女性對社會防護網期待較高；而教育程度與居住地則無顯著差異。

This study investigated consumer intentions regarding self-protective behaviors against food additives and consumer expectations of social safety networks. The study employed the extended theory of planned behavior. By focusing on sweeteners and colorants, the study incorporated perceived risks, perceived benefits, and trust in regulatory authorities as external variables to clarify how these factors influence consumer behavior and systemic demands. Data were collected through a structured online survey administered to domestic consumers aged 18 years or older; the data were then subjected to quantitative analyses.

Regarding sweeteners, perceived behavioral control was the primary driver of personal defense intentions, followed by attitudes and trust in regulatory authorities. Perceived behavioral control was also the primary driver of expectations of social safety networks, reflecting a rational tendency to demand more protection as knowledge of additives increases. Subjective norms, risk perception, and attitudes were secondary drivers of expectations of social safety networks. Women, individuals aged 51 years or older, residents of northern regions, individuals with lower education levels, and individuals who infrequently consume sweets exhibited significantly higher personal defense intentions and expectations of social safety networks. Accordingly, personal defense against sweeteners appears to be rooted in personal health values. Furthermore, trust in regulatory authorities effectively drives the willingness to actively avoid sweeteners.

For colorants, perceived behavioral control remained the primary driver of personal defense intentions, with risk perception becoming the second most influential factor, followed by attitudes, subjective norms, and trust in regulatory authorities. Regarding expectations of social safety networks, the primary driving factor was risk perception, reflecting a psychological pattern where greater worry leads to greater demands. Notably, trust in regulatory authorities had a significant negative effect; consumers who distrusted regulatory authorities increasingly demanded that external organizations, such as the media and schools. Individuals aged 36 years or older and those who infrequently consumed colorful foods had significantly higher personal defense intentions. Although no significant gender differences in personal defense intentions were observed, women expressed higher expectations of social safety networks; education level and place of residence did not significantly differ by gender.