從計畫行為理論探討消費者之蔬食行為意圖

Applying The Theory of Planned Behavior to Explore Consumers’ Behavioral Intention Toward a Vegetarian Diet

The sustainability of a vegetarian diet, particularly its environmental impact, is a significant research topic. A vegetarian diet offers multifaceted benefits, including health improvements, ecological sustainability, and ethical or religious considerations. Increased awareness of these benefits has led to the growth of the vegetarian food market. This study aimed to identify attitudes that promote a vegetarian diet, understand the influencers of vegetarian dietary choices, and examine individuals’perceived control over their dietary behavior. Using the Theory of Planned Behavior (TPB) (Ajzen, 1991; 2005) as the theoretical framework, data were collected via a Google survey. Three hundred and thirty-two valid responses were analyzed using descriptive statistics, reliability analysis, and regression analysis. The results indicated that attitude is the most significant factor influencing vegetarian diet intention, followed by perceived behavior control and subjective norm. Finally, practical suggestions for government, media, educational institutes, and the restaurant industry were provided and discussed.