| 摘要: | 素食飲食的層面是多元而複雜重疊的，從宗教信仰、道德因素、社會環境、節能減碳、環保運動與健康為訴求的全球化風潮。進而為了整個地球的健康，世界各地更是積極發起，保護地球人人有責，尤其全球各國政府及環保團體，同時呼籲人們應從日常生活中節能減碳，從改變飲食習慣開始，少肉多蔬果。因此我國政府亦積極推動環保政策，實施週一無肉日於各個機關及學校等。
本研究旨在瞭解，素食消費者之現況及不同的個人背景因素、消費動機、阻礙因素與消費行為之差異情形及解釋力。本研究採問卷調查法，研究工具包括：「個人基本資料」、「素食消費動機」、「阻礙因素」、及「消費行為」四個問卷。以李克特氏 (Likert) 五點尺度問卷表。受測者採立意取樣 (Purposive Sampling) 以大臺北地區素食消費者及非素食消費者為研究對象。正式施測樣本為550份，實得有效樣本為528份，有效回收率為96%。以統計套裝軟體SPSS for Windows 20.0進行統計分析， 研究結果如下：
一、消費動機：不論素食者或非素食者，皆著重於「環保因素」及「健康因素」；且以年長者的素食消費動機高於年輕者，均達極顯著水準；素食者以佛教者高，非素食者以無宗教者高；工商服務業者高於其他的職業；在婚姻上，素食受試者：已婚食素者高於未婚者；而非素食受試者：未婚食素者高於已婚者。
二、阻礙因素：素食者在「年齡」、「宗教」、「職業」、「婚姻」等層面上，均達顯著水準；非素食者在各層面上的食素阻礙因素，皆未達顯著水準。
三、素食者的「消費動機」在「環保因素」層面上與「阻礙因素」各層面，達顯著負相關；非素食者的整體「消費動機」各層面及「環
境因素」、「社會因素」、「健康因素」等層面與「結構性的阻礙」皆達顯著水準。
四、素食者與非素食者的「消費動機」、「阻礙因素」對「消費行為」具有正相關，並能有效的預測消費意願的解釋力。
根據本研究的結果，建議政府機關在積極推動環保政策的同時，能夠永續落實於明確的立法與宣導；期許素食相關餐飲業者，重視素食消費者之所需，俾真正達到健康、衛生又美味的素食，以促進素食推廣有一番更大的助力。更讓人類擁有，增添幾分美麗又清新的地球。
The level of a vegetarian diet is overlapping diverse and complex, due to the religious, ethical factors, social environment, energy saving, carbon reduction, environmental protection and health for the demands of globalization trend. For the planet friendly purpose, people around the world are actively involved in environmental issues, also, the governments and environmental groups initiate some protecting actions to arose the public awareness of being responsible for the sustainable development including daily carbon reduction and changing eating habits such as less meat and more vegetables. Our government is also strongly promoting environmental policies, and implementing Meatless Monday at various agencies and schools.
This study aims to understand the current conditions and diverse vegetarian consumer personal background factors explain differences in circumstances and consumption motive, consumption hinder and consumer behavior. This study used questionnaires, research tools include: "personal information", "vegetarian consumer motivation", " consumer barriers ", and "consumer behavior" four questionnaires. Applied with Likert (Likert) five-point scale questionnaire, subjects’ purposive sampling (Purposive Sampling) to Taipei area vegetarian and non-vegetarian consumers as of the target consumers for the study. Formal test samples 550, 528 effective samples implemented, the effective rate was 96%. Statistical software package SPSS for Windows 20.0 statistical analysis, the results were as follows:
1. Consumer Motivation: whether vegetarian or non-vegetarian, all focuse
on "Environmental factors";, and the motivation of being a vegetarian in the elderly is higher than in the younger consume; Most of the vegetarians are Buddhist, and most of the non-vegetarians are non religious; industrial and commercial service workers have more vegetarians than other occupations; More married people are vegetarians than single.
2.Consumer Barriers Factor: Vegetarians in "age", "religion", "occupation", the "marriage" and other aspects, reach a significant level; non-vegetarian food vegetarian in the surface layers of impediments, are not significant level .
3.The vegetarians' consumer motivation "in the" Environmental factors "level and" impediments "at all levels, up to a significant negative correlation; various levels and" environmental factors "as a whole" consumer motivation "non-vegetarians," social factors ""impede the structural" "Health factors" and other aspects and all was significant.
4.Vegetarians and non-vegetarians "consumer motivation", "impediments" to "consumer behavior" has a positive correlation, and can effectively predict the explanatory power of the consumer wishes.
Based on the results of this study suggest that the Government authorities to actively promote environmental policies, can implement sustainability in clear legislation and advocacy; The expectations of vegetarian-related food industry paying attention to consumers’ need to really serve the health, hygiene and delicious vegetarian which has a greater power to promote vegetarianism. |
