隨著世界人口不斷增長，若人們不改變目前飲食行為，地球上的環境將難以負荷人類所需要的自然資源，近年來，越來越多專家開始強調降低肉類消費的重要性，且認為目前的消費型態會對全球糧食問題產生嚴重的後果，許多研究皆表明植物性飲食對人類之健康更有助益。此外，近年來消費者綠色意識抬頭，越來越多人關注動物福利議題及永續飲食，加上科技技術的創新，使消費者多了一個既能保護動物且能支持環境永續，又有助於健康，同時也能滿足口腹之慾的新選擇，也就是植物替代肉食品，因此，植物替代肉目前在飲食趨勢上佔有很重要的地位。本研究主要的研究目的是綜合過去相關的文獻以了解哪些因素會影響消費者對植物替代肉的行為意圖，並針對全台北部、中部、南部、東部及離島地區25歲以上之民眾進行問卷抽樣調查，將回收之有效問卷透過結構方程模式進行統計分析，進而了解各個因素與消費者行為意圖的因果關係。研究結果表明，消費者對於植物替代肉食品的行為意圖主要受主觀規範、態度以及對創新食品接受度的影響較大，其中又以主觀規範構面為最影響消費者之行為意圖的因素，且消費者的食品健康意識及食品環境友善意識具有顯著的相關性，然而，無充分證據顯示自我健康評估及食品健康意識對行為意圖有顯著影響。最後，本研究將幫助植物替代肉的相關業者更了解消費者的想法以及訴求，在未來產品研發及規劃行銷活動時都將對其有所幫助，也有助於永續飲食的推廣。;As the world’s population continues to grow, if people do not change their current dietary behaviors, the earth’s environment will not be able to load the natural resources needed by humans. In recent years, more experts have begun to emphasize the importance of reducing meat consumption. Many experts believe that human’s consumption behavior will have serious consequences for the global food problem, and many studies have shown that plant-based diets are more beneficial to human health. In addition, consumers’ awareness of sustainability has risen, and therefore more people are paying attention to animal welfare issues and green consumerism. Besides, technological innovations have given consumers a new choice, which can protect animals and support the environmental sustainability. And it’s also very delicious and good for our health. Thus, plant-based meat plays an important role in the current dietary trend. The main purpose of this research is to build a hypothetical model based on literature to understand which factors affect consumers’ behavioral intention for plant-based meat. According to the model, I designed questionnaire survey for people over the age of 25 in Taiwan, and applied Structural Equation Model to understand the relationships among factors and behavioral intention on plant-based meat. The results show that consumers′ behavioral intentions for plant-based meat are mainly affected by subjective norms, attitudes, and acceptance of innovative foods. And consumers′ food health awareness and food environmental friendliness awareness are significantly related. However, there is insufficient evidence to show that self-health assessment and food health awareness have a significant impact on behavioral intentions. Finally, this study could help the related industry of plant-based meat to better understand consumers’ thoughts and demands. It will also help when manufacturers conduct product development and plan marketing activities in the future, as well as for the promotion of sustainable diets.
