探討不同環境信念的網路使用者對綠色餐廳的選擇偏好

傳送到

題名:
探討不同環境信念的網路使用者對綠色餐廳的選擇偏好
著者: 朱孟玲; Chu, Meng-ling
陳瀅世; Ying-Shih Chen; 生態科學與技術學系生態旅遊碩士班
主題: 綠色餐廳; 新生態典範量表; 願付價格; 聯合分析; Willingness to Pay; Green Restaurant; New Ecological Paradigm; Conjoint Analysis
描述: 長久以來人們對於地球資源貪婪的使用，讓資源耗竭沒有休息回復的時間，舉農業為例，為了讓被過度使用的土地能夠生長更多的農作物，開始使用各種化學肥料和農藥，再加上工業發展而產生的空氣汙染、水汙染，這些富含毒素的作物就被人們直接食用，而這些作物可能造成人體的疾病與傷害。因而促使現代人越來越注重健康開始有綠色、環保的概念。尤其在每日的飲食部分，對於健康影響更大也更直接。本研究使用網路問卷的方式以新生態典範量表（New Ecological Paradigm）調查消費者的環境信念，基於市場區隔的概念，以受訪者的生態典範量表得分進行集群分析，分為「強永續」及「弱永續」二個集群，並探討此二種不同環境信念的消費者對綠色餐廳的偏好，並將研究結果用於推廣綠色餐廳。本研究假設有以下四點：假設1：不同環境信念類群的社經背景有顯著差異。假設2：不同環境信念類群選擇綠色餐廳的意願有顯著差異。假設3：不同環境信念類群對綠色餐廳元素（環境政策）的偏好有顯著差異。假設4：不同環境信念類群對綠色餐廳的願付價格有顯著差異。共發出700份問卷，有效問卷614份，有效問卷率為87.7﹪。新生態典範量表的信度為0.778；而消費者選擇綠色餐廳的意願為0.805，均具有高度可信度。結果發現：1.受訪者以女性、25歲以下、大學、服務業、未婚、收入以20,000元以下、居住地以南部地區為多數，使用卡方、聯合分析、邏吉斯迴歸等統計方法，研究結果顯示：不同性別、年齡、學歷、職業、婚姻、收入及居住地等七個變項對不同集群均有顯著差異。2.二集群中在男性方面以「強永續」為多數；女性則以「弱永續」為多。在年齡方面25歲下以「弱永續」為多數；而46-55歲以「強永續」占大多數。在學歷方面，高中職的「強永續」類群較多，而大學以「弱永續」類群最多。收入在20,000元以下者較多「強永續」類群，收入在40,001-60,000元及60,000元以上者則是「弱永續」較高。職業方面，教職以「弱永續」為多，學生與家管以「弱永續」占多數。居住在南部以外地區以「弱永續」類群略多，而南部則以「強永續」為多。3.消費者喜好有機比例高（90%以上）、有人員解說烹調健康烹調方式、使用一般能源、菜餚的份量由消費者決定、有實施廚餘回收再利用及訂價為200-399元的綠色餐ii廳。其中「強永續」類群偏好食材有機比例75%，而「弱永續」偏好食材有機比例90%以上。4.綠色餐廳應以有機比例較高的食材製作美味可口的餐點做為號召，再宣傳綠色餐廳時應加強餐廳所實施的綠色政策、環境設施及服務品質、訂價在200-399元左右，並強調對環境與人類的益處做為銷售的重點。若能清楚的標示餐廳的綠色作為，可增加消費意願。由於國內對於綠色餐廳的研究，未使用新生態典範量表為工具，以了解消費者的環境信念；而且在研究方法與問卷設計也沒有使用聯合分析，在集群的分類中亦未曾出強永續及弱永續的概念。本研究結果可提供業者及政府相關單位作為推廣綠色餐廳之參考。最後在後續研究建議可討論動物福利與基因改造食品方面等議題。
Peaple have been grredily used the resources on Earth for a long time, which gradually depletes the natural resources and leaves no time for Earth to recover. Take agriculture as an example.Iin order to grow more crops on the land used excessively, people start to use variety of chemical fertilizers and pesticides. This, coupled with air pollution, water pollution caused by industry development, leads to the toxic crops. The direct consumption of tosic crops may cause disease and injury in human body. As a result, more and more modern people value on their health and emphasize the concept of green and environmental protection. The daily diet has greater and more dicrect impact on people’s health.Using the network questionnaire based on the New Ecological Paradigm of Scale, this study tends to find out consumers'' environmental belief. Based on the concept of market segmentation, this paper studies the scale scores with clusters analysis; the result of analysis shows that people are divided into two clusters- "strong sustainability" and "weak sustainability". Studying how the clusters with different ecological value choose the green restaurant they prefer, this paper would use the result to promote green restaurant.The hypothese is as follows:H1: The different environmental belief clusters’ socioeconomic backgrounds are significantly different.H2: The different environmental belief clusters’ willingness to choose the Green Restaurant is significant differences.H3: The different environmental belief clusters‘s preferences toward the Green Restaurant elements (environmental policy) are significantly different.H4:The different environmental belief clusters’ willing to pay on the Green restaurant is significant differences.There are totally 700 questionnaires, 614 of which are valid; the percentage of valid questionnaires was 87.7%. The reliability of New Ecological Paradigm Scale was 0.778; the percentage of consumers‘ willingness to choose green restaurant is 0.805. Both have a high degree of credibility. The following are what the results show:iv1.Respondents were mainly female, below the age of 25, with college degree, working in service industry, single, with income below $ 20,000, and live in the southern region. With the use of chi-square, joint analysis, Logistic Regression and other statistical methods, the results shows: The seven variables, gender, age, education, occupation, marriage, income and residence, significantly changes in different clusters.2 The majority of "strong sustainability" is male while the majority of "weak sustainability" is females. As for age, the majority of "Weak sustainability" is at the age under 25 while the majority of "strong sustainability" is at the age between 46 to 55. In terms of education background, the majority of "strong sustainable" has high school degree while the majority of "weak sustainability" has college degree. As for income, the majority of "strong sustainability" has income below 20,000NT dollars while the majority of "weak sustainability" has income between 40,001 to 60,000, or more than 60,000 NT dollars. As for occupation, the majority of "weak sustainability" is teachers while the majority of "weak sustainability" is students and house wives. The majority of of "weak sustainability" doesn’t live in the south while the majority of "strong sustainability" lives in south.3.Consumers prefer green restaurant providing dishes with higher organic proportion (90%), staffs explaining how to cook healthily, the use of non-renewable energy, the right to decide food proportion, the recycle of food waste, and dishes priced at 200-399 NT dollars. Among them, the "strong sustainability" cluster prefers the dishes containing 75% of organic food, while the "weak sustainability" cluster prefers those with more than 90% of organic food.4.Green restaurant should attract customers with delicious meals priced between 200 to 399 dollars with more organic ingredients, emphasizing the green policy, facilities, and service quality of restaurant. Green restaurant should promote its benefits to environment and human. If the restaurant can clearly mark its green policy, it can increase customers‘ willingness to consume.The domestic studies about green restaurant have never used the New Ecological Paradigm of Scale as a tool to understand consumers'' environmental beliefs nor employed Conjoint Analysis in thier research methodology and questionnaire design. The concept of classifying the cluster into two - "strong sustainability" and "weak sustainability" has never appeared in the domestic studies. The result of this study could provide the industries and government the reference to promote green restaurants. Last, future research may deal with issues such as animal welfare and genetically modified foods.
碩士
建立日期: 2013
格式: 121 bytes
text/html
語言: 中文
識別號: http://nutnr.lib.nutn.edu.tw/handle/987654321/226
資源來源: NUTN IR

連結

連回原始介面

探討不同環境信念的網路使用者對綠色餐廳的選擇偏好

朱孟玲; Chu, Meng-ling 陳瀅世; Ying-Shih Chen; 生態科學與技術學系生態旅遊碩士班 2013

正在檢索遠程資料庫，請稍等