食安挑戰下非營利組織之策略治理與社會創新：以台灣食育協會為例

Abstract

本研究旨在深入探究新興非營利組織（NPO）如何在系統性社會危機的脈絡下，透過精確的策略治理與社會創新，結合飲食教育與公共溝通，推動社會認知與制度理解的轉變。研究背景立基於2011年至2017年間台灣頻發的重大食安風暴（如塑化劑、毒澱粉及劣質油事件），這些事件不僅引發集體社會恐慌，更揭露了國家監管與市場機制的雙重失靈。研究對象為「台灣食育協會」（Food Education Association of Taiwan, FEAT），分析其如何運用跨界資源整合，透過系統性的食育推廣與在地實踐，填補制度真空並重建社會信任。 本研究採取質性單一個案研究法，並整合多重管理學理論進行深度剖析： 1. 高階層峰治理與聲望資本：FEAT透過匯聚來自科技、媒體、文化、會計與法律等領域菁英的「高階層峰」結構，有效將成員的聲望資本轉化為組織的策略資產，迅速建立社會正當性，克服新興組織常面臨的「新進入者缺陷」。 2. 制度診斷與資訊斷鏈之破解：本研究運用代理理論（Agency Theory）提出最具獨創性的觀察。研究發現，台灣食安問題的制度根源在於所得稅制中對於「自力耕作、漁、林、牧等費用率 100%」的規定設計。此制度雖出於保障小農之善意，卻導致生產端缺乏記帳與保存交易憑證的誘因，造成供應鏈「第一哩路」的資訊黑洞，進而引發嚴重的「道德風險」與「逆向選擇」困境。 3. 社會拼湊與場域實踐：以南機場模式為例，其運用「社會拼湊」（Bricolage）策略，結合社區動員、志工網絡與企業剩食資源，建構食物銀行與共享機制，將閒置資源轉化為兼具照顧與教育意涵的社會實踐，並於日常生活場域中推動食育，打通推廣的「最後一哩路」。 4. 非市場策略與生態系塑造：運用Baron的4I框架，將社會對食安的焦慮轉化為系統性的食育行動方案，透過公共溝通、教育設計與政策建議，逐步累積社會共識，並促成多元組織投入食育相關行動，形塑具分工與擴散效果的食育生態系。 研究結論顯示，FEAT透過跨界菁英結盟、專業制度分析與食育內容的持續推廣，成功將民間價值轉化為具體的社會影響力。本研究不僅揭示了飲食教育在食安體系中的關鍵角色，更為台灣NPO在複雜制度環境下的策略治理提供了具備理論深度與實踐韌性的路徑原型。

This study aims to deeply explore how emerging Non-Profit Organizations (NPOs) leverage precise strategic governance and social innovation, combined with dietary education and public communication, to drive shifts in social cognition and institutional understanding amidst systemic social crises. The research background is rooted in the frequent major food safety scandals in Taiwan between 2011 and 2017 (such as the plasticizer, tainted starch, and recycled oil incidents), which not only triggered collective social panic but also exposed the dual failure of state regulation and market mechanisms. Focusing on the Food Education Association of Taiwan (FEAT), the study analyzes how the organization integrates cross-sector resources through systemic food education promotion and local practice to fill institutional voids and rebuild social trust. This study adopts a qualitative single-case study method and integrates multiple managerial frameworks for in-depth analysis: 1. Upper Echelons Governance and Prestige Capital: FEAT’s governance structure, composed of elites from technology, media, culture, accounting, and law, successfully transformed members' prestige capital into strategic assets. This established rapid social legitimacy and helped overcome the "liability of newness" commonly faced by emerging NPOs. 2. Institutional Diagnosis and Traceability Gaps: Utilizing Agency Theory, this study presents a highly original insight into the sector. The research identifies that the institutional root cause of food safety issues in Taiwan stems from the "100% expense rate" provision for self-farming under the current Income Tax system. Although designed with the benevolent intent of protecting small farmers, this policy has inadvertently removed incentives for producers to maintain accounting records or preserve transaction documentation. Consequently, this creates an "information black hole" in the "first mile" of the supply chain, further triggering severe dilemmas of "moral hazard" and "adverse selection". 3. Social Bricolage and Field Practice: Taking the Nan-Ji-Chang Model as an example, FEAT employed "Social Bricolage" strategies, combining community mobilization, volunteer networks, and corporate surplus food resources to construct food banks and sharing mechanisms. This transformed idle resources into social practices with both caretaking and educational significance, promoting food education within daily life and bridging the "last mile" of promotion. 4. Non-market Strategy and Ecosystem Shaping: Applying Baron’s 4I framework, the organization redefined social anxiety over food safety into a systemic food education action plan. Through public communication, educational design, and policy recommendations, FEAT gradually built social consensus and encouraged diverse organizations to engage in food education, shaping a food education ecosystem with functional division and diffusion effects. The study concludes that FEAT, through cross-sector elite alliances, professional institutional analysis, and continuous promotion of food education content, successfully translated grassroots values into concrete social influence. This research not only highlights the critical role of dietary education within the food safety system but also provides a strategic blueprint with theoretical depth and practical resilience for NPO governance in complex institutional environments in Taiwan.