成為有貢獻的地球居民：選擇低碳排飲食之因素分析

Abstract

人類行為所造成的碳排放是造成氣候變遷的主要原因之一，包含消費選擇、以及飲食內容，皆與碳排放量有關。目前全球已有130多國提出2050淨零減碳的宣示與行動，而工業能源轉型、商業行銷模式轉變等，皆帶動起減少碳排放的氛圍。本研究基礎理論為參考Batat et al. (2019)在2018年發表體驗食物的愉悅：通往食物福祉的品味之旅(The experiential pleasure of food: A savoring journey to food well-being)中所提倡的Experiential Pleasure of Food (EPF)美食的愉悅體驗架構。通過這樣的旅程架構，旨在探討作為一般消費者和地球居民，如何從自身微觀的感受及認知出發，經由中觀的社會認同及感官行銷，最後拓展至宏觀整體的社會規範與政府政策的層面。本研究串連不同角度及層級關係分析，了解消費者在低碳排飲食過程中，能如何感受到美好的體驗與快樂感，進而提升採取低碳排飲食的意願。這不僅有助於個人健康，還能對地球環境產生積極的影響，彰顯個人行為與全球生態系統之間的深刻關係。

本研究選用網路問卷對一般不限身份及年齡的消費者進行低碳排飲食的意願程度調查，該問卷共回收有效問卷273份。並採用結構方程模式（SEM），探討六大自變項（感官行銷、社會規範、政府政策、感受體驗、認知理解、社會認同）對低碳排飲食（依變項）的驗證性統計分析。研究結果顯示，消費者願意採取低碳排飲食的改變會受到自身的感受體驗的正向顯著影響；而消費者所接收到的感受體驗以及認知理解會受到外在的感官行銷以及社會規範產生正向顯著影響。顯示消費者在各式管道下提升對低碳排飲食的感受體驗，都是影響消費者採取及改變成低碳排飲食的關鍵因素。然而，相關政府政策對於低碳排飲食的宣導與推廣，並沒有顯著影響消費者的感受與認知；且消費者對於低碳排飲食的認知理解，對於轉換成低碳排飲食皆無顯著影響，推測我國消費者對於低碳排飲食的重要性所帶來的效益與好處，尚無直接的連結與深度理解，政府須積極與各地機構團體協同合作深度教育及推廣。因此，讓消費者在市場行銷以及社會環境中，了解低碳排飲食而產生的感動及快樂的感覺，是推崇低碳排飲食一個最大動力。Carbon emissions caused by human behavior is one of the main causes of climate change, including consumption choices and dietary habbit, all related to carbon emissions. At present, more than 130 countries around the world have proposed declarations and actions for net-zero carbon reduction by 2050. Industrial energy transformation and business marketing model changes have all created a new force to reduce carbon emissions.The theoretical foundation of this study is based on the Experiential Pleasure of Food (EPF) framework advocated by Batat et al. (2019) in their 2018 publication "The experiential pleasure of food: A savoring journey to food well-being." Through this framework, the study aims to explore how general consumers and global citizens can start from their own micro-level emotions and cognitions, proceed through meso-level social identity and sensory marketing, and ultimately expand to the macro-levelof societal norms and government policies. This research integrates analyses from different perspectives and levels to understand how consumers can experience joy and pleasure in the process of adopting a low-carbon diet, thereby enhancing their willingness to engage in such dietary practices. This not only benefits individual health but also has a positive impact on the global environment, highlighting the profound relationship between individual behaviors and the global ecosystem.This study used an online questionnaire to investigate the willingness of consumers of all ages to conduct low-carbon emission diets. A total of 273 valid questionnaires were collected. Structural Equation Modeling (SEM) was used to explore the impact of six independent variables (sensory marketing, social norms, government policies, emotions, cognition, and social identity) on low-carbon emission diet (dependent variables). The research results show that consumers’ willingness to adopt a low-carbon emission diet will be positively and significantly affected by their own emotions and experiences; and the emotions of consumers receive experience and cognition will be positively and significantly affected by external sensory marketing and social norms. It shows that consumers' improved experience of low-carbon emission diets through various channels are key factors that influence consumers to adopt and change to low-carbon emission diets. However, government policies on the promoting low-carbon emission diets have no significant impact on consumers’ emotion and cognition. Also consumers’ cognition to low-carbon emission diets have no significant impact. It is speculated that consumers have no significant effect on low-carbon emission diets, the reason might due to no direct connection and in-depth understanding about the importance of low carbon emission diet. The government must actively cooperate with local organizations and groups to conduct in-depth education and promotion. Therefore, enabling consumers to understand and feel the emotional impact and joy associated with a low-carbon diet within the context of market marketing and the social environment is a major driving force for promoting low-carbon dietary practices.