| Summary: | 碩士 === 國立臺南大學 === 生態科學與技術學系生態旅遊碩士班 === 101 === Peaple have been grredily used the resources on Earth for a long time, which gradually depletes the natural resources and leaves no time for Earth to recover. Take agriculture as an example.Iin order to grow more crops on the land used excessively, people start to use variety of chemical fertilizers and pesticides. This, coupled with air pollution, water pollution caused by industry development, leads to the toxic crops. The direct consumption of tosic crops may cause disease and injury in human body. As a result, more and more modern people value on their health and emphasize the concept of green and environmental protection. The daily diet has greater and more dicrect impact on people’s health.
Using the network questionnaire based on the New Ecological Paradigm of Scale, this study tends to find out consumers'' environmental belief. Based on the concept of market segmentation, this paper studies the scale scores with clusters analysis; the result of analysis shows that people are divided into two clusters- "strong sustainability" and "weak sustainability". Studying how the clusters with different ecological value choose the green restaurant they prefer, this paper would use the result to promote green restaurant.
The hypothese is as follows:
H1: The different environmental belief clusters’ socioeconomic backgrounds are significantly different.
H2: The different environmental belief clusters’ willingness to choose the Green Restaurant is significant differences.
H3: The different environmental belief clusters‘s preferences toward the Green Restaurant elements (environmental policy) are significantly different.
H4:The different environmental belief clusters’ willing to pay on the Green restaurant is significant differences.
There are totally 700 questionnaires, 614 of which are valid; the percentage of valid questionnaires was 87.7%. The reliability of New Ecological Paradigm Scale was 0.778; the percentage of consumers‘ willingness to choose green restaurant is 0.805. Both have a high degree of credibility. The following are what the results show:
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1.Respondents were mainly female, below the age of 25, with college degree, working in service industry, single, with income below $ 20,000, and live in the southern region. With the use of chi-square, joint analysis, Logistic Regression and other statistical methods, the results shows: The seven variables, gender, age, education, occupation, marriage, income and residence, significantly changes in different clusters.
2 The majority of "strong sustainability" is male while the majority of "weak sustainability" is females. As for age, the majority of "Weak sustainability" is at the age under 25 while the majority of "strong sustainability" is at the age between 46 to 55. In terms of education background, the majority of "strong sustainable" has high school degree while the majority of "weak sustainability" has college degree. As for income, the majority of "strong sustainability" has income below 20,000NT dollars while the majority of "weak sustainability" has income between 40,001 to 60,000, or more than 60,000 NT dollars. As for occupation, the majority of "weak sustainability" is teachers while the majority of "weak sustainability" is students and house wives. The majority of of "weak sustainability" doesn’t live in the south while the majority of "strong sustainability" lives in south.
3.Consumers prefer green restaurant providing dishes with higher organic proportion (90%), staffs explaining how to cook healthily, the use of non-renewable energy, the right to decide food proportion, the recycle of food waste, and dishes priced at 200-399 NT dollars. Among them, the "strong sustainability" cluster prefers the dishes containing 75% of organic food, while the "weak sustainability" cluster prefers those with more than 90% of organic food.
4.Green restaurant should attract customers with delicious meals priced between 200 to 399 dollars with more organic ingredients, emphasizing the green policy, facilities, and service quality of restaurant. Green restaurant should promote its benefits to environment and human. If the restaurant can clearly mark its green policy, it can increase customers‘ willingness to consume.
The domestic studies about green restaurant have never used the New Ecological Paradigm of Scale as a tool to understand consumers'' environmental beliefs nor employed Conjoint Analysis in thier research methodology and questionnaire design. The concept of classifying the cluster into two - "strong sustainability" and "weak sustainability" has never appeared in the domestic studies. The result of this study could provide the industries and government the reference to promote green restaurants. Last, future research may deal with issues such as animal welfare and genetically modified foods.
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