米其林綠星餐廳消費行為意圖之研究

Abstract

在20世紀後期，隨著環保意識的提升與永續發展 (sustainable development) 理念的興起，消費者重視綠色消費主義 (green consumerism) 的意識逐漸抬頭，並成為決定消費行為 (consumption behavior) 的主要因素之一。綠色餐廳 (green restaurants) 即是在這樣的背景之下應運而生，儼然成為餐飲行業回應消費者環保訴求與履行其社會責任的重要方式。綠色餐廳是指以永續理念經營的餐廳 (Lorenzini, 1994)，具體表現包含向消費者提供當地、當季的食材與使用可重複使用餐具及器具等實際作為 (Trafialek et al., 2019)，一些國際或非營利組織亦開始推動綠色餐廳相關認證，例如美國綠色餐廳協會 (Green Restaurant Association, GRA)、英國永續餐廳協會 (Sustainable Restaurant Association, SRA)、米其林指南 (Michelin Guide) 等 (Huang et al., 2023)。

本研究依循Han (2015) 及Choi et al. (2015) 之研究，使用價值-信念-規範理論 (Value-Belief-Norm Theory, VBN) 結合計畫行為理論 (Theory of Planned Behavior, TPB) 之模型架構為基礎，並在Han (2015) 及Choi et al. (2015) 的VBN-TPB模型架構中，進一步納入霍夫斯泰德文化維度理論 (Hofstede's Cultural Dimensions Theory, HCD) 中的集體主義 (collectivism) 與長期導向 (long-term orientation) 兩個文化維度，將其視為影響生物圈價值 (biospheric value)、利他價值 (altruistic value)、態度 (attitude)、主觀規範 (subjective norms)，以及知覺行為控制 (perceived behavioral control) 等構面之前置因子。此外，基於餐廳消費相關文獻中品牌形象 (brand image) 認知對於消費行為的顯著影響，本研究亦在此概念性架構之中，將品牌形象此一概念納入，作為臺灣消費者之米其林綠星餐廳 (Michelin Green Star Restaurants) 造訪意願的主要影響因子之一。

本研究使用SmartPLS統計軟體，以結構方程模型 (Structural Equation Modeling, SEM) 結合偏最小平方法 (Partial Least Squares, PLS) 之偏最小平方法-結構方程模型 (PLS-SEM) 進行分析，實證結果基本符合VBN理論與TPB理論的預期，並且消費者的集體主義特質與長期導向傾向會促進其實施親環境行為 (pro-environmental behavior)。本研究亦針對消費者的性別、世代、教育程度，以及月收入等因素，使用偏最小平方之多群組分析 (Partial Least Squares Multi-Group Analysis, PLS-MGA) 進行分析，本研究結果顯示，各路徑係數僅有少部分差異，表示本研究之概念性架構模型具有泛化 (generalization) 能力，可概化至不同的調查群組。

臺灣目前關於綠色餐廳消費行為的實證研究文獻有限，甚少針對具有綠色餐廳相關認證的餐廳進行研究。本研究作為首篇針對米其林綠星餐廳進行消費行為之實證研究，研究結果可以為餐飲業者、政策制定者提供明確的政策參考，促進綠色餐飲產業蓬勃發展。

In the late 20th century, with the rise of environmental awareness and the concept of sustainable development, green consumerism has become one of the major factors determining consumer behavior. Green restaurants have emerged as an important way for the food and beverage industry to respond to consumers' environmental concerns and fulfill its social responsibility. Green restaurants are restaurants that operate with the concept of sustainability (Lorenzini, 1994), which includes practical actions such as providing consumers with local, seasonal ingredients and using reusable tableware and utensils (Trafialek et al., 2019). Some international or non-profit organizations have also started to promote green restaurant certification, such as Green Restaurant Association (GRA), Sustainable Restaurant Association (SRA), Michelin Guide, etc. (Huang et al., 2023).

This study follows the research of Han (2015) and Choi et al. (2015), using a model framework that integrates the Value-Belief-Norm Theory (VBN) with the Theory of Planned Behavior (TPB) as its basis. Furthermore, within the VBN-TPB model framework of Han (2015) and Choi et al. (2015), it incorporates two cultural dimensions, collectivism and long-term orientation, from Hofstede's Cultural Dimensions Theory (HCD), considering them as predisposing factors influencing constructs such as biospheric value, altruistic value, attitude, subjective norms, and perceived behavioral control. In addition, based on the significant impact of brand image perception on consumer behavior in restaurant consumption literature, this study also incorporates the concept of brand image into the conceptual framework as one of the major influencing factors on Taiwanese consumers' intention to visit Michelin Green Star Restaurants.

This study uses SmartPLS statistical software to perform Partial Least Squares-Structural Equation Modeling (PLS-SEM) analysis. The empirical results are generally consistent with the expectations of VBN theory and TPB theory, and consumers' collectivist characteristics and long-term orientation tendencies promote the implementation of pro-environmental behavior. Furthermore, this study also conducts Partial Least Squares Multi-Group Analysis (PLS-MGA) based on consumers' gender, generation, education level, and monthly income. The results indicate that there are only minor differences in the path coefficients, suggesting that the conceptual framework model of this study possesses generalizability and can be extended to different survey groups.

In Taiwan, empirical research on green restaurant consumption behavior is limited, with few studies focusing on restaurants with green restaurant certifications. As the first empirical study examining consumer behavior at Michelin Green Star Restaurants, the findings of this research provide clear policy guidance for restaurant operators and policymakers, thereby fostering the robust development of the green dining industry.