蔬食餐消費意願知識、態度與行為之調查研究——以台中市西屯區民眾為例

An Investigative Study of Willingness, Knowledge, Attitudes, and Behaviors Toward Vegetarian Meal Consumption- A Case Study in Xitun District, Taichung City

近年來隨著養生保健觀念普遍化，民眾對健康蔬食重視的程度相對提高。因此，本研究以台中市西屯區的民眾為例，探討一般民眾蔬食餐的消費意願以及個人背景因素、健康品質評估、KAB（知識、態度與行為）與蔬食餐消費意願的關係。方法以台中市西屯區住家民眾、訪客或工作者為訪問對象。結構式問卷設計參考李克特量表概念，內容包括人口特性、健康品質評估及蔬食餐消費意願，分為健康生活品質、飲食行為、自覺狀態等三個構面進行評估。受訪者基本資料以敘述性統計分析（Descriptive Statistics analysis）；以Student t檢定分析個人背景因素與蔬食餐間的關係；以皮爾森積差相關（Pearson’s product moment correlation）分析檢定蔬食餐消費意願與蔬食餐之相關姓；以複迴歸分析（Multiple regression analysis）探討研究對象之食用蔬食餐和消費意願之間的關係。

PurposesWith the popularization of the concept of healthy lifestyle in recent years,vegetarianism for health reasons has become more emphasized among the public.Therefore, the purpose of this study was to investigate consumer willingness towardvegetarian meals among the general public and the relationships between personalbackground factors, health quality evaluation, and knowledge, attitudes, and behavior(KAB) regarding consumer willingness toward vegetarian meals.MethodsThe participants of the study were residents, visitors, and workers in Xitun District,Taichung City. The structured questionnaire was designed with a Likert scale and includedpopulation characteristics, health quality evaluation, and consumer willingness towardvegetarian meals divided into sections regarding healthy lifestyle quality, food and drinkbehaviors, and perceived health quality.ResultsIn this study, there were more female than male participants; 72.16% of participants hadconsumed a vegetarian meal in the past. A majority of participants consumed 11-20 vegetarianmeals per month. After consuming vegetarian meals, participants felt that their weight, bloodpressure, colds, migraine headaches, and constipation had reduced, and health status andmalnutrition had improved. People consuming vegetarian meals had significant differences inweight, colds, constipation, health status, and malnutrition compared to people not consumingvegetarian meals. The age, educational attainment, and occupations of participants wereimportant factors affecting their consumption willingness toward vegetarian meals. Amongthe top 3 factors affecting consumer willingness were “rich in vitamins, minerals, unsaturatedfatty acids, and dietary fiber,” “new healthy meals,” and “health promotion.”ConclusionsThis study makes it clear that people who select vegetarian meals have the advantagesof increased healthy food and drink behavior, health status, and increased quality of healthylifestyle.