探討環保意識對綠色餐飲消費認知與行為意向之研究－運用計畫行為理論

Environmental Awareness and Green Consumption Recognition toward Behavior Intention - Application of the Theory of Planned Behavior

劉嘉麒(Chia-Chi Liu)；王儒堅(Ru-Jian Wang)；朱永蕙(Yung-Hui Chu)

計畫行為理論 ； 環保意識 ； 綠色餐飲 ； 綠色消費認知 ； Planned Behavior Theory ； Environmental Awareness ； Green Catering ； Green Consumption Cognition

島嶼觀光研究

14卷4期（2023 / 12 / 01）

22 - 43

繁體中文;英文

聯合國1992年巴西地球高峰會議要求各會員國訂定以環境永續、社會性永續與經濟永續三個面向構成永續發展策略，此《21世紀議程》（Agenda 21）可謂為代表。高雄市政府在2011年，領先推動「綠色友善餐廳」認證制度。許多研究則指出「綠色餐飲」，須符合低碳飲食和資源回收等規定，且農產品還須有安全蔬果或有機認證，以及餐飲製作過程中需符合綠色消費的要件。而綠色餐飲行為則是指對餐飲環境的負責任行為，也就是為餐飲環境永續發展的行為（王瑤芬、姜懿玲，2017）。因此，本研究主要運用計畫行為理論與綠色消費認知，探討消費者在環保意識下，對於綠色餐飲的行為意向與實際行為。本研究以網路發放問卷來蒐集資料，並以驗證性因素分析來檢測樣本信效度，進而以結構方程模式進行假設檢定。研究結果發現除了環保意識、知覺行為控制與綠色消費認知三者對行為意向不成立之外，其他假設檢定都成立。本研究發現當消費者行為意向越高時，越願意以實際行為選擇綠色餐飲；此外，消費者會因為身旁的人選擇綠色餐飲，進而選擇與支持綠色餐飲；最後則發現消費者對於減少對環境危害的認知，以及選用在地食材或減少碳足跡等認知仍顯不足。

The United Nations' 1992 Earth Summit in Brazil required member states to formulate a sustainable development strategy based on three aspects: environmental sustainability, social sustainability, and economic sustainability. This "Agenda 21" can be said to be representative. The Kaohsiung City Government promoted the "Green and Friendly Restaurant" certification system in 2011. Many studies have pointed out that "green catering" must comply with regulations such as low-carbon diet and resource recycling, agricultural products must also have safe fruits and vegetables or organic certification, and the catering production process must meet the requirements for green consumption. Green catering behavior refers to responsible behavior towards the catering environment, that is, behavior for the sustainable development of the catering environment (Wang, Yaofen and Jiang Yiling, 2017). Therefore, this study mainly uses planned behavior theory and green consumption cognition to explore consumers' behavioral intentions and actual behaviors toward green dining under environmental awareness. This study used online questionnaires to collect data, used confirmatory factor analysis to test the reliability and validity of the sample, and then used a structural equation model to test hypotheses. The research results found that all other hypothesis tests were established except for environmental awareness, perceived behavioral control, and green consumption cognition. This study found that when consumers' behavioral intention is higher, they are more willing to choose green catering with actual behavior; in addition, consumers will choose and support green catering because the people around them choose green catering; finally, it is found that consumers are more willing to reduce their concerns about green catering. There is still a lack of awareness of environmental hazards, as well as the use of local ingredients or the reduction of carbon footprints.