科技和經濟發展造成生態破壞與環境污染日益嚴重，環境保護和永續發展的綠色消費議題逐漸為國際社會所關注。由於經濟與生活型態的改變，國內外食人口攀升使得餐飲業蓬勃發展，但同時也對環境生態帶來莫大的衝擊。諸多研究不斷證實溫室氣體是影響氣候異常的原因之一，近年出現的「食物里程」（food miles）概念即是因應全球暖化的重要方式。食物里程是指食物從農場到消費者餐桌間的運輸距離，里程愈高代表食物從產地到餐桌間的距離愈遠，也意謂耗費更多能源燃料和排放更多的二氧化碳。因此，飲食的食物里程要低，對環境的影響會較小。
本研究以計畫行為理論為基礎，探討消費者對於低食物里程的態度、消費意圖、及相關影響因素，並了解消費者的食物選擇動機對低食物里程的態度之影響。針對台灣北部地區和高雄市之一般餐廳的消費者進行問卷調查，共回收373份有效問卷。利用階層迴歸分析法驗證研究假設，結果顯示消費者的健康、天然成分、道德考量等動機對低食物里程食品的態度有顯著的正向影響，而感官感覺動機對於低食物里程食品的態度則有顯著的負向影響。此外，消費者所受到的主觀規範會透過低食物里程的態度進一步影響其消費意圖；知覺行為控制在低食物里程食品的消費意圖和實際行為之間存在干擾效果。餐廳業者與政府單位可根據本研究結果，針對消費者所重視的食物選擇動機來傳達低食物里程食品的重要性與益處，增加其對低食物里程食品的態度與消費意願，且亦須開發更多的消費管道與提高購買便利性，以使消費者將低食物里程食品的消費意願化為實際行動。

Technological and economic developments damage and pollute the ecology and environments, so environmental protection and sustainable development for green consumption issues have been closely followed by international community. Due to changes in the economy and lifestyle, an increase in people eating out makes domestic food catering industry flourish, meanwhile it brings great impact on the environment. Numerous studies have confirmed greenhouse gases contribute to the abnormal climate. In recent years, the concept of “food miles” is an important way in response to global warming. Food miles are the transport distance of food from the farm to the consumer’s table. The higher food miles mean the food farther the distance from the origin to the dining room, and also imply consuming more energy fuel and emit more carbon dioxide. Therefore, the lower food mile is, the less impacts on the environments would be.
In this study, we extended the theory of planned behavior to explore consumers’ attitudes and intention toward food miles, and to understand the relation between food choice motives and attitudes of food miles of consumers. Questionnaire aimed at consumers at the general restaurants in northern cities in Taiwan and Kaohsiung City, 373 valid questionnaires were collected. Hierarchical regression results show that the motives for health, natural content, and ethical concern of consumers have significant positive effects on the attitudes for low food miles, but the motive for sensory appeal has significant negative effect on it. In addition, the attitudes toward low food miles mediate the relationships between subjective norm and consumption intention while perceived behavioral control moderate the relationships between consumption intention and actual behaviors. Restaurant management and government agencies should focus on the motives which the consumers valued to communicate with them for the importance and benefits of low food miles in order to increase their attitudes and consumption intention. Furthermore, they should also develop more channels to improve consumption intention of consumers. With more convenient purchasing channels, consumption intention for low food miles can more likely bring actual consumption behaviors.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vi
表次 vii
第一章　緒論 1
第一節　研究背景 1
第二節　研究動機 3
第三節　研究目的 6
第四節　研究流程 7
第二章　文獻探討 8
第一節　食物里程 8
第二節　食物選擇動機 17
第三節　計畫行為理論 19
第三章　研究設計 26
第一節　研究架構 26
第二節　研究假設 27
第三節　變數定義與衡量方式 30
第四節　研究對象與抽樣方法 35
第五節　資料分析方法 37
第四章　實證分析 39
第一節　樣本結構分析 39
第二節　信度與效度 41
第三節　食物選擇動機與低食物里程態度之關係 49
第四節　主觀規範與低食物里程態度及消費意圖之關係 51
第五節　低食物里程態度與消費意圖之關係及中介效果驗證 53
第六節　消費意圖與實際行為之關係及知覺行為控制干擾效果驗證 56
第五章　結論與建議 60
第一節　研究結論 60
第二節　建議 63
第三節　管理意涵 64
第四節　研究限制與後續研究建議 66
參考文獻 68
附錄 79

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