毛豆的消費行為與市場發展： 日本、臺灣與法國之多場域比較研究

Abstract

植物性食品近年因應永續發展、環境問題與飲食習慣改變而受到越來越多關注。在眾多植物蛋白來源中，毛豆因具有完整的營養組成而受到重視，不僅含有九種人體必需胺基酸，也具有相對較高的色胺酸含量。雖然毛豆在東亞地區具有高度文化熟悉性與營養價值，但其在不同國家的市場定位與日常消費方式仍存在明顯差異。本研究旨在探討毛豆在日本、台灣與法國的食品體系、市場結構以及日常消費情境中的定位方式並於GIP-TRIAD多國研究架構下進行，研究方法包括各地約六個月的田野觀察、半結構式產業訪談、零售與政策觀察、消費者問卷調查，以及探索性創業原型設計。問卷資料以描述性統計進行分析，質性觀察與訪談內容則透過主題分析法進行整理與比較。研究結果顯示三個國家之間存在明顯差異。在日本，毛豆已自然融入日常飲食，並廣泛出現在各類零售通路與生活情境中。在法國，受到ANSES針對大豆異黃酮攝取提出之公共餐飲限制、飼料導向的農業配置，以及市場定位分化等因素影響，毛豆仍難以進入主流消費市場。台灣則介於兩者之間：雖然具備強大的生產能力與高度消費者熟悉度，但毛豆仍多出現在聚餐、餐廳或社交情境中，尚未真正融入個人化的日常飲食習慣。問卷結果也顯示，高熟悉度並不代表會形成固定消費習慣。多數受訪者對毛豆抱持健康、正面的印象，但同時對其營養知識了解有限，且接觸過的產品形式較單一。這顯示目前毛豆市場的主要問題可能不在於消費者排斥，而是產品供給與市場發展仍不足。基於這些發現，本研究提出SONO創業計畫，顯示過剩等級毛豆具有發展高附加價值植物性產品之潛力，並可透過結合心理健康、社交互動及永續飲食概念，提供台灣毛豆產業新的市場定位方向。綜合這項研究的觀點，推動永續飲食轉型的關鍵，不一定在於生產技術或營養成分，而在於如何將植物性飲食融入文化，轉化為有意義的日常生活習慣。在這裡，毛豆不單純是一種農產品，它被重新定義為一種帶有文化色彩的食物，具有促進身心健康、強化社交連結以及落實環境責任的潛力。

Focusing on edamame (vegetable soybeans), this research investigates how a nutritionally complete plant-based food is positioned across food systems, market structures, and daily consumption contexts in Japan, Taiwan, and France. The study draws on approximately six months of multi-sited field observation, semi-structured industry interviews, a consumer survey, and exploratory prototyping conducted within the multi-sited structure of the GIP-TRIAD program. Comparative findings reveal significant cross-national divergence. In Japan, edamame is seamlessly integrated into routine consumption across diverse retail formats. In France, ANSES’ precautionary recommendations regarding soy isoflavone intake in collective catering, together with feed-oriented agricultural allocation and segmented retail positioning, collectively constrain its mainstream integration. Taiwan occupies an intermediate position: despite strong production capacity and near-universal consumer familiarity, edamame remains largely confined to social and restaurant-based contexts rather than incorporated into individual daily routines. Consumer survey data from Taiwan further demonstrate that high familiarity does not automatically translate into habitual consumption. Positive perceptions coexist with narrow situational framing, limited nutritional knowledge, and sparse experience with diversified product formats, suggesting that market supply gaps, rather than consumer resistance, represent the primary barrier to broader adoption. Building on these findings, the SONO entrepreneurial prototype suggests that surplus- grade Taiwanese edamame can be repositioned as a higher-value plant-based product by linking nutritional functionality with emotional well-being, low-pressure social interaction, and sustainable consumption. Taken together, this research argues that sustainable food transitions depend not only on production capacity or nutritional value, but on the cultural embedding of plant-based foods into meaningful everyday practices. Edamame is reframed here not merely as an agricultural commodity, but as a culturally situated food with the potential to support well-being, social connection, and environmental responsibility.