植物基食品購買意願的影響因素之研究

Abstract

自從美國學者推動週一無肉日的舉措開始，人們的飲食習慣逐漸趨向均衡。Beyond Meat於2009年在洛杉磯成立，先後吸引了全球首富比爾蓋茲、李嘉誠等知名人士成為股東，隨後更有李奧納多等大明星加入他們的行列。根據統計，全球有42%的人口在2020年減少了對動物性製品的食用，茹素的動機已愈趨多元，大致包含宗教信念、環境與動物保育、健康因素等，因此將針對此三因素與植物基食品購買意願四大變項進行探討，了解宗教信念、環境與動物保育、健康因素對植物基購買意願的影響。 本研究以問卷調查作為主要研究方法，採用網路問卷進行隨機抽樣發放，針對我國一般民眾進行問卷發放，總共回收400份問卷，其中有379份有效問卷，並使用SPSS23.0統計軟體進行統計分析。統計分析方法採用敘述性統計、項目分析、因素分析、信效度分析、獨立樣本t檢定、單因子變異數分析、皮爾森相關性分析、迴歸分析。 研究結論發現：（一）男性相對於女性有較高的宗教涉入。（二）收入較高的消費者較具有環保意識。（三）男性與佛教徒對植物基的購買意願較高。（四）宗教信念、健康意識與環保意識對植物基購買意願有正向影響。

Since the inception of the Meatless Monday initiative by American scholars, dietary habits have gradually shifted towards a more balanced consumption pattern. Beyond Meat, founded in Los Angeles in 2009, has garnered significant attention with high-profile individuals such as Bill Gates and Li Ka-shing becoming shareholders, followed by the endorsement of renowned celebrities like Leonardo DiCaprio. Global statistics indicate that in 2020, 42% of the population reduced their consumption of animal-based products. Motivations for adopting a vegetarian diet have diversified and encompass religious beliefs, environmental and animal conservation concerns, and health considerations. Therefore, this study aims to investigate the influence of religious beliefs, environmental conservation, and health factors on the purchase intention of plant-based foods. This study utilized a questionnaire survey as the primary research methodology, employing online questionnaires and convenience sampling. The questionnaires were distributed to a representative sample of the general population in our country. A total of 400 questionnaires were collected, with 379 questionnaires deemed valid for analysis. Statistical analysis was performed using SPSS 23.0 software. The statistical analysis techniques employed encompassed descriptive statistics, item analysis, factor analysis, reliability and validity analysis, independent samples t-test, one-way analysis of variance, Pearson correlation analysis, and regression analysis. The study findings indicate that: (1) There is a higher level of religious involvement among males compared to females. (2) Consumers with higher income demonstrate a stronger inclination towards environmental conservation. (3) Male consumers and Buddhism demonstrate a higher purchase intention for plant-based foods. (4) Religious beliefs, health awareness, and environmental consciousness positively influence the purchase intention of plant-based foods.