食品綠色消費行為意圖及其相關因素研究～以台北縣某高中學生為例

Abstract

本研究主要目的在探討高中學生的食品綠色消費行為意圖，及影響高中生食品綠色消費行為意圖的因素。此為一調查研究，採用自填式問卷為研究工具，以台北縣的一所高中為研究對象，共得有效樣本369人，問卷資料經處理分析後，得到以下重要結果：

一、 高中生的食品綠色消費行為意圖類型中，傳達相關資訊行為意圖高於資源重複使用行為意圖，資源重複使用行為意圖又高於產品選購行為意圖。 二、 高中生之食品綠色消費行為意圖，會因性別及人格特質的不同而有所差異；女生在產品選購、資源重複使用及傳達相關資訊行為意圖均顯著高於男生；班上的班級幹部，在產品選購及傳達相關資訊行為意圖上，比不是班級幹部來的強。 三、 高中生之食品綠色消費知識、態度、自我效能及環境敏感度等變項與產品選購、資源重複使用及傳達相關資訊行為意圖間，存有正相關，且可解釋產品選購、資源重複使用及傳達相關資訊行為意圖的變異量達分別為71.3％、30.3％、42.7％，其中，以食品綠色消費自我效能最能夠有效預測產品選購行為意圖，相關係數為0.71；食品綠色消費態度最能夠有效預測資源重複使用行為意圖，相關係數為0.50；環境敏感度最能夠預測傳達相關資訊行為意圖，相關係數為0.52。

研究者針對上述結果進行討論，並對食品綠色消費教育實務應用及未來研究提供建議。

The purpose of this study was to investigate both the food green consumption of behavioral intention and the factors that influence food green consumption of the senior high school students in Taipei County. A survey instrument was administered questionnaire to a sample of 369 students. The main results of this study were as follows:

1. Among the performances of food green consumption of behavioral intention, the order of frequencies was conveying correlative information, resource recycling, and product purchasing, respectively. 2. Gender and personal characteristics were significantly related to food green consumption of behavioral intention. 3. There were significantly positive relation between conveying correlative information, resource recycling, and product purchasing behavioral intention and knowledge, attitudes, self-efficacy, and environmental sensitivity. The variance of the behavioral intention toward the conveying correlative information, resource recycling, and product purchasing was explained by the variables for 71.3﹪, 30.3%, 42.7%, respectively. Attitudes, self-efficacy, and environmental sensitivity in using food green consumption of behavioral intention were the powerful predictors.

According to the findings of this study, several recommendations were submitted the further studying in this field.