後疫情台灣民眾蔬食意願之調查

A Study on Taiwanese People's Intention to Eat More Vegetable after COVID-19

新冠疫情爆發後，有越來越多消費者表示自己逐漸減少肉類製品的消費，而增加蔬食的飲食比重。為深入了解台灣民眾在後疫情時代是否持續增加蔬食的消費意願，本研究以計劃行為理論為基礎，並擴增與整合生態考量、環境考量與健康考量等三個因素，建立一個消費者蔬食意願整合模型。經過SmartPLS的測量模型的信度與效度分析，及結構方程模型（SEM）的假設實證，結果顯示台灣民眾的蔬食態度、主觀規範與行控知覺等三構念顯著正向影響疫情後的蔬食意願。而生態考量、環境考量與健康考量三者僅能透過蔬食態度中介間接影響蔬食意願。

After COVID-19 outbreak, A growing number of consumers indicate that they gradually reduced the consumption of meat products and increased the proportion of vegetable food in their diets. In order to gain an in-depth understanding of whether Taiwanese people continue to increase their intention to consume vegetable food in the post-COVID 19, this study is based on the theory of planned behavior and adds three factors, including ecological, environmental and health concerns, to establish an integrated model. After SEM analysis, the results show that attitude towards vegetable eating, subjective norm and perception of behavior control do significantly and positively affect their intention to eat more vegetable after the epidemic. However, ecological, environmental and health concerns can only indirectly affect the intention to eat vegetables through the mediation of attitude.