減碳訊息對消費者購買醜蔬果意願之影響

Abstract

近年來全球氣候變遷與碳排放議題受到關注，醜蔬果經常因為外觀不佳遭到市場淘汰，造成糧食損耗與碳排放增加。為緩減問題，本研究旨在探討永續消費態度、氣候變遷知識與減碳理念認知的關聯，了解影響消費者購買永續產品的關鍵因素，同時分析不同人口變項產生的差異。本研究將調查對象聚焦於臺灣消費者，透過網路及實體問卷蒐集數據，共取得433份樣本進行分析。研究結果指出，永續消費態度與氣候變遷主觀知識會有效影響消費者的購買意願。而減碳理念認知具有中介效果，會在永續消費態度與購買意願、氣候變遷主觀知識與購買意願、性別與購買意願之間發揮正向作用。此外，女性消費者購買永續產品的意願較高，建議未來可針對不同消費族群的特性調整永續議題行銷策略，提升產品購買意願。

In recent years, increasing attention has been paid to issues related to climate change and carbon emissions. Imperfect fruits and vegetables are often rejected by the market due to their unattractive appearance, resulting in greater food loss and increased carbon emissions. To address this issue, this study aims to explore the relationships among sustainable consumption attitude, climate change knowledge, and carbon reduction awareness, in order to identify key factors influencing consumers’ willingness to purchase sustainable products. The study also analyzes differences based on various demographic variables. The research focused on consumers in Taiwan, utilizing both online and paper-based questionnaires. A total of 433 valid responses were collected and analyzed. The results of this study indicate that both sustainable consumption attitude and climate change subjective knowledge positively influence consumers’ purchase intention. Furthermore, Carbon reduction awareness serves as a mediating variable, exerting a positive effect between sustainable consumption attitude and purchase intention, climate change subjective knowledge and purchase intention, as well as gender and purchase intention. In terms of demographic variables, female consumers relatively higher willingness to purchase sustainable products. It is recommended that future marketing strategies related to sustainability be tailored to the characteristics of different consumer segments in order to enhance purchase intention.