回到過去的邊界物？潔淨標章食品的撤回式創新與消費

Abstract

在各大通路商積極推動及食品製造商響應下，潔淨標章在臺灣逐漸蓬勃發展。2016年，由慈悅國際股份有限公司發展本土潔淨標章驗證制度，全家便利商店於2018年與慈悅及中華穀類食品工業技術研究所合作，成為全台第一家導入潔淨標章的超商，帶起食品產業界的新革命。潔淨標章自此進入臺灣，並於過去幾年逐漸成為食品市場的重要趨勢。 本研究將潔淨標章作為邊界物，探討其在不同社會行動者間的詮釋意義，並與「撤回式創新」概念對話，分析潔淨標章如何透過減少或去除特定成分重新賦予產品價值，進一步建構產品與消費者之間的意義連結。同時，藉由符號消費理論切入，探討潔淨標章如何從產品驗證標示，轉化為消費者消費象徵價值的符號。將潔淨標章放置在現代消費社會視域，理解其興起的過程和意義。 本研究採用隨行購物研究法與深度訪談蒐集資料，透過隨行購物探討消費者在真實情境中的購買行為與決策過程。深度訪談除了消費者外，也涵蓋兩家早期發展的本土驗證機構。藉由探討消費者日常生活中的象徵價值，詮釋潔淨標章在臺灣的流行現象，提供理論不同的現代意義。

With the active promotion by major retailers and the response of food manufacturers, the Clean Label certification has gradually flourished in Taiwan. In 2016, Tse-Yue International Co., Ltd. developed a local Clean Label certification system. In 2018, FamilyMart collaborated with Tse-Yue and the China Grain Products Research & Development Institute to become the first convenience store chain in Taiwan to introduce the Clean Label, sparking a new revolution in the food industry. Since then, the Clean Label has entered Taiwan and, over the past few years, has successfully become an important trend in the food market. This study treats the Clean Label as a Boundary Object, exploring its interpretive meanings among various social actors. It engages in dialogue with the concept of “Innovation through Withdrawal”, analyzing how the Clean Label reassigns value to products by reducing or removing specific ingredients, thereby constructing meaningful connections between products and consumers. Drawing on the theory of Symbolic Consumption, this study further examines how the Clean Label transitions from a mark of product verification to a symbol of consumer-perceived value. By situating the Clean Label within the context of modern consumer society, the research seeks to understand the processes and meanings behind its emergence. This study employs the shop-along method and in-depth interviews for data collection. The shop-along approach investigates the purchasing behaviors and decision-making processes of consumers in real-life settings. In addition to interviewing consumers, the in-depth interviews also include two local verification institutions that played a key role in the early development of the Clean Label in Taiwan. By exploring the symbolic values embedded in consumers’ everyday lifes, this research interprets the popularity of the Clean Label in Taiwan and offers a theoretically grounded perspective on its contemparary significance.