Ma Chun-Chieh, Chang Hsiao-Ping
Department of Public Administration and Management, National University of Tainan, No.33, Sec. 2, Shu-Lin St., Tainan 70005, Taiwan.
Department of Health Industry Technology Management, Chung Shan Medical University, No.110, Sec. 1, Jianguo N. Rd., Taichung City 40201, Taiwan.
Foods. 2022 Aug 12;11(16):2423. doi: 10.3390/foods11162423.
Extreme weather conditions have intensified due to manufactured environmental damage in recent years. To reduce the environmental impact on the Earth, many consumers seek to change their dietary patterns to protect the environment and voluntarily switch to a vegetarian diet. Past studies have found that the transition from nonvegetarian to vegetarian is not easy, but promoting the consumption of alternative foods such as plant-based meat alternatives should help consumers gradually reduce their dependence on meat during the transition period of changing their eating habits. This study was designed to apply the value-attitude-behavior model (VAB) to study the consumption attitude and behavior of novel and environmentally friendly foods such as plant-based meat alternatives, and the novelty of plant-based meat alternatives was included as an intervening variable for discussion. In this study, 376 valid questionnaires were collected from college students in Taiwan, and the recovery rate of valid questionnaires was 94%. It was found from the analysis of results that perceptions of green value and animal welfare value had a significantly positive effect on attitude, while attitude and product knowledge also had a significant positive effect on behavior; however, the novelty of plant-based meat alternatives products did not have an interference effect on the relationship between product knowledge and behavior. Based on the research findings of this study, it is suggested that when introducing plant-based meat alternatives products, food companies should not only let consumers understand that they are based on environmental friendliness and animal welfare values but also enhance the marketing and promotion of product knowledge to increase consumers' confidence in purchasing plant-based meat alternatives and reduce their consumption concerns.
近年来，由于人为造成的环境破坏，极端天气状况加剧。为减少对地球的环境影响，许多消费者寻求改变饮食习惯以保护环境，并自愿转向素食饮食。过去的研究发现，从非素食向素食的转变并不容易，但推广食用诸如植物性肉类替代品等替代食品，应有助于消费者在改变饮食习惯的过渡阶段逐渐减少对肉类的依赖。本研究旨在应用价值-态度-行为模型（VAB）来研究植物性肉类替代品等新型环保食品的消费态度和行为，并将植物性肉类替代品的新颖性作为一个中介变量进行讨论。在本研究中，从台湾大学生中收集了376份有效问卷，有效问卷回收率为94%。结果分析发现，绿色价值和动物福利价值认知对态度有显著正向影响，而态度和产品知识对行为也有显著正向影响；然而，植物性肉类替代品产品的新颖性对产品知识与行为之间的关系没有干扰作用。基于本研究的结果，建议食品公司在推出植物性肉类替代品产品时，不仅要让消费者了解其基于环保和动物福利价值，还要加强产品知识的营销和推广，以增强消费者购买植物性肉类替代品的信心并减少其消费顾虑。
