訊息框架與情緒對大學生食物浪費行為之影響

Abstract

根據聯合國環境署（UNEP）報告，2022年全球約有10.5億噸食物被浪費，可見食物浪費（food waste）已成為全球性的重要議題。食物浪費不僅造成資源耗損與經濟損失，亦帶來嚴重的環境衝擊，對氣候變遷與永續發展構成挑戰。因此，如何透過有效的訊息傳播方式，提升大眾減少食物浪費的態度與行為意向，成為當前亟需解決的課題。 本研究旨在探討不同的訊息框架組合（增益／損失Ｘ利他／利己）對大專院校學生在食物浪費議題上的態度、行為意向以及情緒反應之影響，並檢驗情緒是否在其中扮演中介角色。依變項包括：（1）態度：區分為利他態度（環境與社會層面）與利己態度（經濟與健康層面）；（2）行為意向：涵蓋實際行為、行為改變、行為延伸，以及四個面向。此外，本研究利用SAM情緒量表的三項情緒維度作為中介變項，包括愉悅度、激發度與支配感，探討其中介作用。研究以文章作為閱讀素材，並透過問卷蒐集參與者資料。 研究結果顯示，在陳述框架中，損失框架相較於增益框架，較能提升部分大專院校學生的「計畫行為」，顯示訊息的正負向表述確實會影響參與者回應；而在說服框架中，利他框架則較能提升在利他態度上的變化。至於在四種框架組合中，「損失利他」的框架組合最能提升大專院校學生對於利他態度的分數；「損失利己」則最能提升大專院校學生在「計畫行為」上的意圖。然而分析結果顯示，陳述框架與說服框架之間並未產生顯著交互作用，代表不同框架的搭配並未有加乘或抵消效果。 情緒反應方面，主要會因陳述框架的不同而有所差異，增益框架多引發正向情緒，損失框架則容易激發負向情緒；增益框架也相對較能提升參與者對自身情緒的支配感。然而，情緒在框架與態度、行為意向之間的中介效果並不全面，大部分模型的間接效果並未達顯著。 綜合而言，本研究發現訊息框架能在部分條件下影響大專院校學生的態度與行為意向，但影響並非全面顯著。情緒在其中僅構成部分中介，顯示其作用具有侷限性。本研究不僅補充了訊息框架與情緒互動的理論理解，也提供未來食物浪費宣導設計的參考依據。

According to the United Nations Environment Programme (UNEP), approximately 1.05 billion tons of food were wasted globally in 2022, indicating that food waste has become a major global issue. Food waste not only leads to resource depletion and economic loss but also causes severe environmental impacts, posing challenges to climate change mitigation and sustainable development. Therefore, identifying effective message-communication strategies to enhance public attitudes and behavioral intentions toward reducing food waste has become an urgent task. This study aims to examine how different message-framing combinations (gain/loss × altruistic/egoistic) influence university students’ attitudes, behavioral intentions, and emotional responses toward food-waste reduction, and whether emotions mediate these effects. The dependent variables include: (1) Attitudes, categorized into altruistic attitudes (environmental and social dimensions) and egoistic attitudes (economic and health dimensions); and (2) Behavioral intentions, encompassing actual behaviors, behavioral change, and behavioral extension. Additionally, the study employs the three affective dimensions of the Self-Assessment Manikin (SAM)—pleasure, arousal, and dominance—as mediating variables to examine their roles in the process. The experiment utilized textual materials as message stimuli and collected participants’ responses through questionnaires. The results revealed that, in terms of message valence, loss-framed messages were more effective than gain-framed ones in enhancing certain aspects of students’ planned behaviors, suggesting that the positive or negative orientation of the message indeed shapes participants’ responses. Regarding appeal type, altruistic framing was more effective in promoting changes in altruistic attitudes. Among the four framing combinations, the loss-altruistic frame most effectively increased altruistic attitude scores, while the loss-egoistic frame most effectively enhanced students’ intentions toward planned behaviors. However, no significant interaction was found between message valence and appeal type, indicating that their combination did not yield additive or offsetting effects. In terms of emotional responses, message valence produced noticeable differences: gain frames tended to elicit positive emotions, whereas loss frames evoked more negative emotions. Gain frames also enhanced participants’ sense of emotional control (dominance). Nevertheless, emotions only partially mediated the relationship between message framing, attitudes, and behavioral intentions, as most indirect effects were not statistically significant. Overall, the findings suggest that message framing can influence university students’ attitudes and behavioral intentions under certain conditions, although such effects are not universally significant. Emotions play only a partial mediating role, indicating their limited impact. This study contributes to theoretical understanding of the interaction between message framing and emotions and offers practical insights for designing more effective food-waste reduction campaigns.