| Summary: | 碩士 === 國立臺中科技大學 === 企業管理系事業經營碩士班 === 101 === To advocate the importance of fruits and vegetables on our health, the Department of Health Promotion has proposed the concept of “eating five kinds of fruits and vegetables daily will improve your health and wellbeing”. Moreover, governments, corporations and civil organizations have also implemented actions towards energy conservation and carbon footprint reduction as global warming has become a serious issue.
Vegan is not equivalent to Veggie. “Vegan” literally means modest and solemn; on the other hand, “Veggie” refers to edible vegetation and has no implication in terms of moral judgment. Prior to 1991, the concept of vegetarianism was always associated with religion. Recently, because of the influence of western culture, vegetarianism has become a symbol of regimen and health.
Most past researches have focused upon the relationship between vegetarianism and religion or vegetarianism and health. Few studies focused upon vegetarianism and consumption or vegetarian distribution channel. This thesis assumes that consumption and distribution channels are highly correlated.
The research results are shown as follows:
A) Most veggie consumers that were surveyed were female; the largest sample group was students. Over 60% of people surveyed had graduated from university.
B) The main motivations in following a vegetarian diet in terms of importance are health; followed by environmental protection and respection of life. This contrasts with previous findings whereby the main motivation for a vegetarian diet is namely for religious purposes.
C) The most frequently accessed channels of consumption are specialty stores and traditional stores.
D) Factors consumers consider when deciding upon where to eat at restaurants in terms of importance are quality of food and a hygienic environment, comfortable setting, friendly service, taste. The least important aspect for modern consumers appears to be the price of food.
E) Consumers are now placing more importance on the nutritional value, organic status, and whether or not their food has undergone chemical treatment when purchasing vegetarian products.
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