| 摘要: | 自工業革命以來溫室效應造成全球暖化，影響氣候變遷與環境破壞。食物如同商品，自生產、加工、運輸至廢棄端都會產生二氧化碳排放。有鑑於此，碳標餐點的推廣便是鼓勵民眾從「吃」開始救地球。 本研究依解說刺激提供之強弱共設計三種情境施測，以一般遊客為調查對象，採便利抽樣，有效回收問卷789份，有效回收率為82.5%。統計方法包括敘述統計、項目分析、信效度分析、t檢定、單因子變異數分析、簡單線性迴歸、複迴歸、調節(干擾)效果。研究結果發現：不同之遊客背景其低碳飲食認知有差異。不同程度之解說資訊刺激受測者，其情緒體驗有顯著差異。正向情緒體驗對知覺價值、消費意圖有顯著影響；知覺價值對消費意圖有顯著影響。低碳飲食解說資訊的提供，若誘發受測者正向情緒能調節消費意圖；反之，誘發負向情緒之解說資訊，則沒有幫助。 根據以上研究結論提出建議，提供相關單位實施低碳飲食教育與推行碳標示餐點之參考。
Since the Industrial Revolution, the greenhouse effect causes global warming, affecting climate change and causing environmental damage. Food is just like a commodity. From the system of production, processing, transport to the waste side, it produces carbon dioxide. Therefore, the promotion of carbon standard meal is to encourage people to save the planet by eating healthily. In this study, there are three kinds of questionnaires with more or less illustration. The study uses convenience sampling which is based on general tourists. There are 789 valid questionnaires in total, which is 82.5%. The methods of statistical analysis include descriptive statistics, item analysis, factor analysis, t test, one-way analysis of variance, simple linear regression, multiple regression, and moderation effect. The result of this study found that the background of visitors will partially affect their cognition of low-carbon diet, and the different information with more or less explanation will get significant difference in emotional experience. Positive emotional experience has significant influence to the perceived value and consumptive intention. Perceived value has significant influence to the consumptive intention.If the illustration of low-carbon diet induces positive emotion, it will affect the consumptive intention of the tourist. On the contrary, if the illustration induces negative emotion, it won't. Wishing this study achievement could provide the government relating institutes and the business industry with directions and references for their future education of low-carbon diet and promotion of the low-carbon meals. |
