綠色意識與宗教熱忱對素食認知及茹素意願之影響

The Effects of Green Awareness and Religion Enthusiasm on Vegan Cognition and Vegetarian Willingness

10.29429/JSLHR.201412_9(4).02

陳欽雨(Chin-Yeu Chen)；劉峰旭(Feng-Hsu Liu)；林哲緯(Che-Wei Lin)

綠色意識 ； 宗教熱忱 ； 素食認知 ； 茹素意願 ； religion enthusiasm ； green awareness ； vegan cognition ； vegetarian willingness

運動休閒餐旅研究

9卷4期（2014 / 12 / 01）

18 - 35

繁體中文

素食主義無論是為了信仰、健康或環保，已成為二十一世紀的新飲食潮流；故有關消費者之環境意識及宗教熱忱與茹素行為之關係，值得加以探究。本文採用實證分析方式，以問卷調查法收集到340份有效問卷，並應用假說檢定方式來驗證綠色意識、宗教熱忱、素食認知與茹素意願之關連影響關係。研究結果發現：綠色意識與宗教熱忱間具有相互關連性，且綠色意識對素食認知及茹素意願具有顯著正向影響關係；而宗教熱忱對於素食認知及茹素意願也均有顯著正向影響關係。由此可知，個人的環境意識及宗教信仰會影響其茹素行為。此外，素食認知也會對茹素意願產生顯著正向影響，且在綠色意識與茹素意願間、宗教熱忱與茹素意願間扮演中介角色。因此，透過加強茹素者的素食認知，除可增進茹素意願之外，更具有強化環保意識及宗教信仰熱忱的效果。然而，最為重要的是增進素食者之健康概念認知。

Not only for religion belief, but also for health and environmental awareness, vegetarianism became as the new diet trend in the twenty-first century. Hence, there may need to explore the relationships among green awareness, religious enthusiasm, vegan cognition, and vegetarian willingness. Using empirical analysis method, the study conducts a questionnaire survey to collect 340 samples, and applies hypothesis test to verify the interrelationships among these variables. The results reveal that the correlation between green awareness and religion enthusiasm is significantly positive. Besides, there are positive effects of green awareness on vegan cognition and vegetarian willingness. Moreover, the effects of religion enthusiasm on vegan cognition and vegetarian willingness are also positively significant. Furthermore, vegan cognition can play a mediating role on the relationship between green awareness and vegetarian willingness, and so do between religion enthusiasm and vegetarian willingness. Therefore, reinforcing vegetarian's cognition can not only increase the willingness for eating vegetal foods but also strengthen personal environmental awareness and religion belief. However, the most important thing is to promote the healthy concepts being vegetarian.

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