家庭主要負責餐食製備與採購者之綠色餐飲行為模式

Modeling Predictors of Green Food and Beverage Behaviors of the key person preparing foods for family

家庭為主要的飲食場所，家庭飲食的關鍵人物是家庭中主要負責餐食製備與採購者，對家人飲食影響最大。而國內外對綠色餐飲方面的研究大多在餐廳業者的綠色作為以及消費者對綠色餐廳的消費意願與認知，對家庭飲食的關鍵人物的綠色餐飲行為研究則較缺乏。本研究目的即在瞭解家庭中主要負責餐食製備與採購者其綠色餐飲行為，並探討影響綠色餐飲行為的因素。採問卷調查法，以立意取樣方式，獲得有效已婚樣本270份。研究結果顯示，家庭中主要負責餐食製備與採購者之綠色餐飲行為有待加強，TPB模式可有效解釋負責家庭餐食製備者的綠色餐飲行為，且融入情境因素感知可增加模式的解釋力4.4%，情境因素感知藉由綠色餐飲態度及知覺行為控制間接影響家庭中主要負責餐食製備與採購者的綠色餐飲行為。最後，本研究對實務應用及後續研究提出建議。

Home is an important place for educating eating behaviors of family. Many researches have examined green practices of restaurants and consumption intention of consumers toward to green restaurants, but are still lack on exploring green food and beverage (GFB) behaviors of the key person such as housewife who is responsible for the preparation of meals for family. This study aimed at understanding GFB behaviors of the key person preparing foods in family, as well as investigating the crucial factors that influence on GFB behaviors of them. This study adopted questionnaire survey and obtained 270 valid married samples by purposive sampling. According to the results of data analysis, GFB behaviors of these key persons should be strengthened, and the theory of planned behavior (TPB) model can well explain the GFB behaviors of them. Furthermore, adding the“awareness of contextual factors”as a new predictor to the TPB model significantly increased 4.4% of the explanatory power of the original model. Attitude regarding GFB and Perceived behaviour control of GFB are mediated the awareness of contextual factors to influence on GFB behaviors. Finally, some recommendations were made to improve GFB behaviors of these key persons preparing family meals, and suggestions were made for further studies.