結合計畫行為理論與健康意識探討消費者購買有機食品之研究-以基隆市消費者為例

Please use this identifier to cite or link to this item: https://dyhuir.dyhu.edu.tw/ir/handle/987654321/1476

Title:	結合計畫行為理論與健康意識探討消費者購買有機食品之研究-以基隆市消費者為例
Other Titles:	Exploring the Integration of Planned Behavior Theory and Health Consciousness in Consumer Purchasing of Organic Food - A Case Study of Consumers in Keelung City
Authors:	潘雅馨
Contributors:	尤瑞崇
Keywords:	有機食品;計畫行為理論;健康意識;Organic food;Theory of Planned Behavior;Health Consciousness
Date:	2024
Issue Date:	2024-08-28T06:01:58Z
Publisher:	德育學校財團法人德育護理健康學院;健康產業管理研究所
Abstract:	當今社會，對於高品質、健康和營養豐富的食品需求已經成為一種新的潮流。在這種情況下，有機食品逐漸嶄露頭角，被視為一種更為安全和健康的飲食選擇。本研究的主要焦點是探討消費者對有機食品的購買行為及影響因素，並以計畫行為理論（Theory of Planned Behavior, TPB）為理論基礎，同時納入了健康意識的因素。研究對象為居住在基隆市的人民，包括不同年齡、性別及職業。問卷調查以google表單方式進行，回收問卷453份。問卷分析採用描述性統計分析、探索性因素分析、差異分析與結構方程模型來驗證假說。研究結果為不同背景變項對消費者有機食品之態度、主觀規範、知覺行為控制、行為意圖、購買行為有顯著的差異。消費者的態度對行為意圖有正向且顯著的差異，消費者的主觀規範對行為意圖有正向且顯著的差異，消費者的知覺行為控制對行為意圖有正向且顯著的差異，消費者的健康意識對行為意圖有正向且顯著的差異。本研究建議業界針對不同消費群體設計專門的行銷活動，提高產品認知並多樣化產品，如低糖高纖食品和有機兒童食品，並利用數位行銷和社交媒體推廣。同時，政府應提供有機農業補貼和稅收優惠，推動健康與環保教育，制定和強化有機食品的品質標準，支持相關研究項目，並推動本地有機食品的市場銷售。這些措施將有助於推廣有機食品，促進更健康和可持續的社會發展。 In today's society, there is a growing demand for high-quality, healthy, and nutritionally rich food, which has become a new trend. In this context, organic food has gradually emerged as a perceived safer and healthier dietary choice. This study focuses on exploring consumers' purchasing behavior and influencing factors towards organic food, based on the Theory of Planned Behavior (TPB) and incorporating health consciousness factors. The study targets residents of Keelung City, encompassing different ages, genders, and occupations. A questionnaire survey was conducted using Google Forms, with 453 responses collected. Data analysis included descriptive statistics, exploratory factor analysis, differential analysis, and structural equation modeling to validate hypotheses. The results indicate significant differences in consumers' attitudes, subjective norms, perceived behavioral control, behavioral intentions, and purchasing behavior across different demographic variables. Consumers' attitudes towards organic food show a positive and significant impact on behavioral intentions. Similarly, subjective norms and perceived behavioral control positively and significantly influence behavioral intentions. Additionally, consumers' health consciousness positively and significantly affects behavioral intentions. This study suggests that industry stakeholders should design targeted marketing campaigns for different consumer groups to increase product awareness and diversify offerings, such as low-sugar high-fiber products and organic children's food. Digital marketing and social media can be leveraged for promotion. Moreover, governments should provide subsidies and tax incentives for organic agriculture, promote health and environmental education, establish and strengthen organic food quality standards, support relevant research initiatives, and facilitate local market sales of organic food. These measures will contribute to promoting organic food consumption and fostering a healthier and more sustainable societal development.
Appears in Collections:	[thesis] 112 thesis

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