素食者生活型態與素食加工品購買行為之研究-以台中縣市居民為例

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Title:	素食者生活型態與素食加工品購買行為之研究-以台中縣市居民為例
Other Titles:	Vegetarians’life-style and Purchasing Behavior of Vegetarian Processed Products ─A Case of Taichung Residents
Authors:	顏如婕 Yen, Lu-Jie
Contributors:	陳佩綺博士 Chen, Pei-Chi Peggy 東海大學食品科學系
Keywords:	素食、素食加工品、消費價值、食品相關生活型態、消費者行為 Vegetarian, Vegetarian Processed Products, Consumption Value,
Date:	2010
Issue Date:	2010-12-31T08:35:46Z (UTC)
Abstract:	隨著時代的轉換，”素食”已經不再是東方特有宗教標記，還結合了西方的道德、環保、健康和女性主義，相互融合發展，使得吃素的人口也逐年增加。而現在素食不單純只是飲食的行為，除隱含食素的動機外，還將不同的動機者結合在一起，共同衍生一種文化和生活風格，它具有凝聚群體和聯繫群體間的力量。本研究探討不同素食消費者的購買動機、產品屬性和購買實態，與素食加工品所帶來的消費價值，並利用食品相關生活型態探討不同素食者的生活型態差異。本研究以素食者為對象，於素食產品販售的地點進行問卷發放，共發放390份問卷，回收有效問卷352份，本研究結果如下?1. 素食者以宗教信仰和健康為主，其為36.36％、36.08％，其次為環境保護，佔有7.10％。食素型態主要為奶蛋素，且每餐都吃素，有43.18％的素食者已成為素食者10年以上。素食者主要購買的素食加工品種類以豆類製品（48.58％）為主，購買動機為均衡飲食（45.17％），購買通路選擇專賣店（63.64％）。2. 人口統計中的性別、年齡與職業，會影響素食動機。食素動機不會影響消費者的對其消費價值與產品屬性的評價，亦不影響其購買實態?食素的動機不同，其食素型態與頻率、食素時間、購買動機、購買通路也會有所差異。3. FRL（Food-Related Lifestyle）的因素分析中，不管何種食素動機，其消費者均重視天然健康的飲食、產品訊息、喜歡烹調和具有便利性飲食行為。相異處為宗教素食者會重視廣告訊息?健康素食者與家庭關係教為緊密?動物保護素食者的購買行為較無計劃性?環境素食者購買食品時，會信賴專家建議，且在飲食選擇上較缺乏孜全感。4. 消費者對素食加工品的滿意度會受到孜全性、包裝、風味、價格、功能性價值、情感性價值、知識性價值、條件性價值影響，且均為正相關。 With change in times, "vegetarian" is no longer unique to be a religious symbols in the East, but also a combination of Western concept of ethics, environmental protection, health, and feminism, which makes the vegetarian increases year by year. Nowadays, to take a vegetarian diet is not just a behavior, it also links up with vegetarian of different motivations, and therefore, becomes a culture and life-style. This study investigated the purchasing behavior of different vegetarian’s motivations, the consumption value of vegetarian processed products. The food-related lifestyle instruments is also utilized to examine the differences between vegetarian with different motives. A face to face interview was conducted to the vegetarians and the store sold vegetarian processed products; 352 copies of questionnaire were collected and found valid for analysis. The results of this study are as follows: 1. Vegetarian of religious reason and of health-based are the main groups among the whole sample, which is 36.36% and 36.08% accordingly; followed by vegetarian of environmental protection which counts 7.10%. Majority of the vegetarian are lacto-ovo-vegetrians. 43.18% of the vegetarians have become vegetarian for over 10 years. Vegetarian mainly buy beans processed vegetarian products (48.58%), and the main reason for the purchase is for a balanced diet (45.17%), the main purchase channel selected is specialty store (63.64%). 2. Sex, age and occupation have a significant impact on vegetarian’s motivations. However, vegetarian’s motivation does not affect their consumer value and their evaluation of vegetarian processed products attributes; With different vegetarian’s motives, their type and frequency of eating vegetarian, times for being a vegetarian, purchase reasons, purchase channels are also different. 3. The FRL (Food-Related Lifestyle) instruments and Factor analysis were utilized to analyze vegetarians with different motives, it’s found that cross the whole sample, all of the vegetarians value both of the natural healthy diet and information of product, they like to cook and prefer convenient diet. Among the differences, the religious vegetarians trust advertising message; healthy vegetarians are close on the family relationships; animal rights vegetarian’s purchase behavior is without planning; while the environmental vegetarians rely on the expert advice when buying food and they choose food without sense of security. 4. It’s found that “safety”,” packaging”,” flavor”, “price”,” functional value”, “emotional value”, “epistemic value” and “conditional value” have positive impact on Vegetarian’s consumer satisfaction.
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