宗教信念、環境態度、健康意識對植物基食品購買意願影響之研究

宗教信念、環境態度、健康意識對植物基食品購買意願影響之研究
張鈞凱¹^*、王俊豪^2*、巫昱德³¹國立台灣大學生物產業傳播暨發展學系
²國立台灣大學生物產業傳播暨發展學系教授
³巨大數據科技股份有限公司研究專員
^*通訊作者：巫昱德 erikwu0407@gmail.com

摘要

根據統計，全球有42%的人口在2020年減少了對動物性製品的食用（Euromonitor International, 2021）。2023 年統計顯示，全台灣共有 14 % 的人口（約 320 萬）人吃素，比例高居全球排名第三(Great Green Wall, 2023)。茹素的動機已愈趨多元，大致包含宗教信念、環境與動物保育、健康因素等，因此本研究將針對此三因素與植物基食品購買意願四大變項進行探討，了解宗教信念、環境態度、健康意識對植物基購買意願的影響。本研究以問卷調查作為主要研究方法，採用網路問卷進行便利抽樣發放，針對我國一般民眾進行問卷發放，總共回收400份問卷，其中有379份有效問卷，並使用SPSS23.0統計軟體進行統計分析。統計分析方法採用敘述性統計、項目分析、因素分析、信效度分析、獨立樣本t檢定、單因子變異數分析與迴歸分析。研究結論發現：（一）男性相對於女性有較高的宗教涉入。（二）收入較高的消費者較具有環境態度。（三）男性與佛教徒對植物基的購買意願較高。（四）宗教涉入、氣場信念、因果輪迴、業障感知對環境態度有正向影響。（五）宗教涉入、氣場信念對環境態度有正向影響。（六）自然界的平衡、成長的限制與人定勝天對健康意識有正向影響。（七）宗教信念、健康意識與環境態度對植物基購買意願有正向影響。

關鍵字：宗教信仰、環境態度、健康意識、植物基食品、購買意願

A Study of the Impact of Religious Beliefs, Environmental Attitudes, and Health Consciousness on Purchase Intention for Plant-Based Foods

Chun-Kai Chang¹, Jiun-Hao Wang², Yu-Te Wu³*
¹Department of Bio-Industry Communication and Development, National Taiwan University, Taipei
²Department of Bio-Industry Communication and Development, National Taiwan University, Taipei
³Big Data Technology Co., Ltd., Kaohsung
^*Correspondence: Yu-Te Wu erikwu0407@gmail.com

Abstract

In 2023, statistics indicated that a total of 14% of the population in Taiwan, approximately 3.2 million people, adhered to a vegetarian diet, ranking third globally in terms of proportion (Great Green Wall, 2023). Motivations for adopting a vegetarian diet have diversified and encompass religious beliefs, environmental and animal conservation concerns, and health considerations. Therefore, this study aims to investigate the influence of religious beliefs, environmental attitude, and health consciousness on the purchase intention of plant-based foods. This study utilized a questionnaire survey as the primary research methodology, employing online questionnaires and convenience sampling. The questionnaires were distributed to a representative sample of the general population in our country. A total of 400 questionnaires were collected, with 379 questionnaires deemed valid for analysis. Statistical analysis was performed using SPSS 23.0 software. The statistical analysis techniques employed encompassed descriptive statistics, item analysis, factor analysis, reliability and validity analysis, independent samples t-test, one-way analysis of variance, Pearson correlation analysis, and regression analysis. The study findings indicate that: (1) There is a higher level of religious involvement among males compared to females. (2) Consumers with higher income demonstrate a stronger inclination towards environmental conservation. (3) Male consumers and Buddhism demonstrate a higher purchase intention for plant-based foods. (4) Religious involvement, Feng Shui beliefs, religious karmic cycle beliefs, and perceived karmic obstacles positively influence environmental attitudes. (5) Religious involvement and Feng Shui beliefs have a positive impact on environmental attitudes. (6) Balance in nature, growth limitations, and human determination positively influence health consciousness. (7) Religious beliefs, health consciousness, and environmental attitudes positively influence the willingness to purchase plant-based foods.

Keywords: Religious Beliefs, Environmental Consciousness, Health Consciousness, Plant-Based Foods, Purchasing Intention.