從理念到實踐－－花蓮綠色餐廳經營挑戰與機會

From Concept to Practice - Challenges and Opportunities for Green Restaurants in Hualien

面對全球暖化與氣候變遷的挑戰，綠色餐廳強調環境友善與健康導向的經營方式，成為餐飲業轉型的重要趨勢。以花蓮地區三家蔬食餐廳為個案研究對象，透過深度訪談與實地觀察，採用高雄市政府「綠色友善餐廳」評鑑指標，從能源節省、環境保護、綠色安心飲食、綠色行動與永續經營五大構面，系統性評估其綠色實踐作為。結果顯示，三家餐廳皆達綠色餐廳基本標準，然而業者雖具有環保理念，仍受限於人力資源、財務負擔、市場規模與品牌推廣等挑戰。本研究建議餐廳可透過強化品牌形象、善用社群媒體、發展「產地到餐桌」價值主張、爭取綠色認證，並積極擴展年輕客群，以提升綠色競爭力與永續經營能力。此研究結果可作為中小型業者與政策推動綠色飲食之參考依據。

Green restaurants, which emphasize environmentally friendly and health-conscious practices, have become a key trend in the food and beverage industry’s response to climate change. This study examines three vegetarian restaurants in Hualien, Taiwan, using a case study approach that incorporates in-depth interviews and field observations. The“Green-Friendly Restaurant Evaluation Indicators”developed by the Kaohsiung City Government were applied to assess five dimensions: Energy saving, environmental protection, green and safe food, green actions, and sustainable management. All three restaurants met the basic standards for green certification. However, they continue to face challenges such as limited staffing, financial constraints, small market scale, and insufficient brand visibility. The study recommends strategies including strengthening brand identity, utilizing social media, adopting farm-to-table practices, pursuing green certification, and targeting younger consumers. The findings provide useful insights for small businesses and policymakers seeking to support sustainable dining and promote the development of green restaurant practices.