有機飲食之醫院利基市場與其消費者行為： 以住院病友與醫護人員飲食為例

Abstract

隨著健康意識抬頭與永續發展理念受到重視，醫療機構逐漸引入有機餐飲服務，作為提升品牌形象與企業經營的策略之一。有機飲食除可降低食品中農藥與化學添加物的攝取風險外，亦可體現醫療機構對健康照護與環境永續之社會責任。本研究即以住院病友與醫護人員為研究對象，探討其飲食習慣、計劃行為、知覺價值等變項，對醫院提供有機餐飲服務之購買意願與品牌形象的影響。 研究者引用計劃行為理論及知覺價值理論，透過網路問卷調查以蒐集實證資料，針對病友與醫護人員兩群體進行分析。量化資料回收住院病友有效問卷共399份、醫護人員有效問卷有292份。本問卷內容涵蓋人口變項、飲食習慣、計劃行為、知覺價值、有機餐飲購買意願與醫院品牌形象。研究結果以描述統計、因素分析與迴歸分析等方法加以檢定。 本研究結果指出，「情感價值」為影響住院病友之購買意願最強的因素，這代表有機餐飲若能傳遞「關懷、健康、安心」等情感意象，將能有效提升病友的購買意願；其次，「飲食習慣」、「主觀規範」與「新奇價值」亦呈現正向的影響，顯示出個人習慣與好奇心，以及他人意見亦會影響有機餐飲的選購行為。相對地，醫護人員則偏重於「功能價值」與「附加價值」，強調餐飲的營養實用與額外效益，反映出其理性思維與健康專業背景。兩組對象皆認同，有機餐飲可強化醫院品牌形象，間接支持醫院永續經營與社會責任的表現。研究亦發現，性別、年齡、學歷與飲食偏好等人口變項在部分構面上具有顯著的差異，女性與年長者的購買意願普遍高於男性與年輕者，素食者對有機餐飲的接受度亦相對較高。

As society becomes increasingly aware of health and sustainability, medical institutions are gradually introducing organic food services to enhance their ability to serve the community. In addition to reducing the risk of ingesting pesticides and chemical additives, an organic diet can reflect the social commitment of medical institutions to health care and environmental sustainability. This study investigated hospitalized patients and medical professionals and explored the effects of eating habits, planning behavior, and perceived value on their intention to purchase organic food services and on a hospital’s image. Questionnaire data from 399 hospitalized patients and 292 medical professionals were analyzed. This questionnaire inquired into demographic variables, eating habits, planning behavior, perceived value, intention to purchase organic food, and hospital brand image. Descriptive statistical analysis, factor analysis, and regression analysis were conducted. Emotional value was discovered to be the factor most strongly affecting the purchasing intention of hospitalized patients. Thus, organic food marketers can strengthen the purchasing intention of patients by conveying that these foods are healthy and offer peace of mind. In addition, eating habits, subjective norms, and epistemic value had positive effects, indicating that personal habits and curiosity, as well as the opinions of others, affect the purchasing of organic food. By contrast, the medical professional respondents tended to focus on both functional and conditional values, emphasizing the nutritional practicality and additional benefits of food and beverages, reflecting their rational thinking and professional background. Both groups agreed that organic food services can improve a hospital’s image and indirectly support a hospital’s sustainable operations and social responsibility performance. This study also found significant differences in some dimensions between subgroups in terms of basic characteristics such as gender, age, education level, and dietary preferences. Women and older adults were generally more willing to buy organic foods than were men and younger individuals, and vegetarians were relatively more accepting of organic foods.