餐廳評鑑的美麗與哀愁

Abstract

近年來，氣候變遷帶來的溫度變化日益顯著，對未來生活各層面構成威脅，這使得蔬食在全球的消費和關注度逐漸增加。除了對地球環境的關注，減碳意識的擴大使得人們逐漸關懷動物權益，進一步關注食材的來源。低碳飲食即為「在食物的整個生命週期中，盡量排放最少的溫室氣體。」而蔬食是其中人們能透過改變飲食習慣的好解方之一。本研究探討了2023年「綠．蔬食評鑑指南」中獲獎的46家蔬食餐廳，對消費者「餐廳評鑑認同」、「低碳飲食」及「購買意願」的影響。研究對象鎖定在曾去過這些餐廳用餐的消費者，於2024年4月4日至5月1日採取網路問卷方式，共回收221份有效問卷。目的在評估和推廣優質蔬食餐廳，並於評鑑中加入「低碳飲食」為評分項目之一，鼓勵消費者與餐廳業者關注氣候變遷和地球暖化議題。研究結果顯示，消費者對蔬食餐廳的評鑑認同和低碳飲食理念有高度認同，這顯著提升了他們的購買意願，願意支持實踐低碳飲食的餐廳。良好的餐廳評鑑對於提升蔬食文化價值、促進低碳飲食觀念的普及以及增強消費者購買意願均有顯著效果，提升餐廳的專業度和公信力具有重要作用，進一步增強了他們對蔬食餐廳的信任。期望繼續透過「綠．蔬食評鑑指南」提升蔬食餐廳的形象和吸引力並且推動低碳飲食的觀念普及和實踐，讓台灣蔬食年齡層擴大，進一步促進蔬食在台灣的持續發展的一份心力。In recent years, the temperature changes brought about by climate change have become increasingly evident, posing threats to various aspects of future life. This has led to a growing global consumption and attention to vegetarianism. In addition to concerns for the environment, the expanding awareness of carbon reduction has gradually extended to animal rights, prompting a closer look at the sources of food. Low-carbon diets, defined as"minimizing greenhouse gas emissions throughout the food's life cycle," find a viable solution in vegetarianism through changes in dietary habits. This study explores the impact of the "2023 Pure Green Veg Food Guide" award-winning 46 vegetarian restaurants on consumers' "awareness of restaurant evaluations," "low-carbon diets," and "purchase intention." The research targeted consumers who had dined at these restaurants and collected 221 valid questionnaires via an online survey conducted from April 4 to May 1, 2024. The aim is to evaluate and promote quality vegetarian restaurants and incorporate"low-carbon diets" as a scoring criterion in the evaluations, encouraging consumers and restaurant operators to address climate change and global warming issues. The results show that consumers have a high recognition of the restaurant evaluations and low-carbon diet concepts, which significantly enhances their purchase intention and willingness to support restaurants practicing low-carbon diets. Effective restaurant evaluations significantly impact enhancing the value of vegetarian culture, promoting the dissemination of low-carbon diet concepts, and increasing consumers' purchase intentions. They also play an important role in boosting the professionalism and credibility of restaurants, further strengthening consumers' trust in vegetarian restaurants. It is hoped that continuing through the "Pure Green Veg Food Guide" will enhance the image and attractiveness of vegetarian restaurants and promote the widespread adoption and practice of low-carbon diets. This effort aims to broaden the age demographic of vegetarians in Taiwan and contribute to the sustained development of vegetarianism in Taiwan.