臺灣博碩士論文加值系統

永續飲食消費是一種藉由購買當地有機種植、少包裝、當季並且在地的綠色食材，來降低對環境的傷害，以減緩地球暖化的速度。以往素食消費動機之研究認為，有宗教信仰者會因宗教道德與保護生態而食用素食；而無宗教信仰者則會考量經濟因素、健康關係、個人因素。然而，卻未能解釋這些素食消費動機是如何影響素食消費決策。基於前述，本研究運用方法目的鏈理論，深度訪談60位素食消費者，主要目的在探討（1）素食飲食能為消費者帶來哪些消費利益？又能滿足顧客消費哪些目標與價值？（2）建構素食消費的價值層級結構。研究結果發現，素食消費可為消費者帶來愉悅、慈悲、孝順、滿足、責任感、永續生存、成就感、安心、惜福、值得等11項價值；且在17項素食消費利益中，以健康、美味、省錢、節省時間、兼顧其他事務最為重要。最後本研究建立愉悅感、值得、責任感與孝順、安心與慈悲、永續生存五項價值階層路徑。

The consumption of sustainable diets is a way of reducing environmental harm by purchasing local organic plants and ingredients of less packing, current season and green in order to retard the speed of global warming. The former researches related to consuming motives of vegetarians regard that people who believe in religions may be vegetarians because of religious morality and protection of ecology. As for people who have no religion, they may think about economic factors, health relations and personal reasons. However, those studies can’t define how consuming motives of vegetarians influence consuming decision of vegetarians. On the basis of statements ahead, our research applies means-end chain model and interviews 60 vegetarians. The purposes are to probe into the vegetarian consuming motives of consumers and how these motives drive consuming decision. This major to investigate First What are the benefits to the consumers who are the vegetarians ?What are the need and values can be satisfied to the consumers? Second Establishing Vegetarian Consumption values hierarchical structure.
The consequence of research shows that the consumption of vegetarians can bring consumers 11 items of value, joy, mercy, filial piety, satisfaction, sense of responsibility, eternal existence, sense of achievement, relief, treasure of happiness and worth. Moreover, among 17 items of vegetarian consuming benefits, health, delicacy, saving money, saving time and looking after something else are the most important. Finally, our research establishes 5 value hierarchy paths of joyful feeling, worth, sense of responsibility and filial piety, relief and mercy and eternal existence.

摘 要 I
Abstract II
目錄 III
圖目錄 V
表目錄 VI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 永續與素食消費 6
第二節 價值觀 18
第三節 方法目的鏈 25
第三章 研究方法 32
第一節 研究架構與方法 32
第二節 階梯法 33
第三節 研究對象與抽樣 36
第四節 變數操作性定義 37
第五節 訪談問卷設計 39
第六節 分析方法與過程 42
第七節 、信度及效度分析 49
第四章 研究結果 51
第一節 受訪者基本資料 51
第二節 素食消費之屬性、結果與價值描述 53
第三節 素食消費之價值階層分析 56
第五章 結論與建議 63
第一節 研究發現與結論 63
第二節 管理意涵與具體研究建議 66
參考文獻 71
一、中文期刊 71
二、原文期刊 73
三、電子資源 78
附錄一 問卷 79

表目錄
表2-1 綠色消費定義 ................................................................................ 9
表2-2素食飲食分類 ............................................................................... 14
表2-3 素食飲食相關研究 ...................................................................... 16
表2-3 素食飲食相關研究(續) ............................................................... 17
表2-4 Rokeach價值衡量表 .................................................................... 20
表2-5 Schwartz價值衡量表 ................................................................... 21
表2-6 Brindley中國傳統價值衡量表 .................................................... 21
表2-7 價值關相關研究統整 .................................................................. 23
表2-7 價值關相關研究統整(續) ........................................................... 24
表 2-8 方法目的鏈相關研究統整 ......................................................... 29
表 2-8 方法目的鏈相關研究統整(續) .................................................. 30
表3-1 階梯訪談題項 .............................................................................. 39
表3-2 類目規則表 .................................................................................. 42
表3-3 信度公式表 .................................................................................. 45
表3-4 信效度計算表 .............................................................................. 45
表4-1 樣本結構 ...................................................................................... 47
表4-2 結果與價值之各要素出現次數分析 .......................................... 48
表4-3 素食飲食消費之涵意矩陣 .......................................................... 49




圖目錄
圖1-1研究流程圖 ..................................................................................... 5
圖2-1 方法目的鏈模式 .......................................................................... 26
圖3-2 階梯法流程圖 .............................................................................. 32
圖3-3 價值階層示意圖 .......................................................................... 41
圖4-1素食消費之價值階層圖 ............................................................... 60

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