| Summary: | 碩士 === 中山醫學大學 === 健康餐飲暨產業管理學系碩士班 === 102 === In recent years, concept of green consumption has become an emerging environmental issues of concern to all countries. Especially it has become a new trend in food culture in the restaurant industry to promote the use of local and seasonal foodstuff, reduce food developing course, thereby advocate low-carbon diet concept to diminish carbon emissions. The main purpose of this study is to apply the theory of planned behavior (TPB) to explore purchase intention and willingness to pay in consumer groups of different food culture for low-carbon diets. First of all, by the use of structural equation modeling (SEM) analyze association between consumers’ dietary knowledge, behavioral attitude, subjective norm, perceived behavioral control and purchase intention. Proximately use contingent valuation method (CVM) to analyze consumers’ willingness to pay for low-carbon diets. By means of quantitative questionnaire convenience sampling method conduct the survey of study. We give priority to ordinary consumers in Taichung as objects for release. A total of 500 questionnaires has been given out. 436 valid questionnaires were recovered. Effective recovery rate is 87.2%. The research results show that: (1) in terms of demographic variables, besides gender, there are significant differences in purchase intention and willingness to pay for low-carbon diets ensuing from the remaining age, religion, dietary culture and others; (2) besides perceived behavioral control, dietary knowledge, behavioral attitude and subjective norm, positively affect purchase intention of the low-carbon diets; (3) pertaining to willingness to pay for low-carbon diets, they are willing to pay a maximum of 1-5%. We hope to provide research findings for reference to the government to implement the policy of low-carbon diets, or food and beverage industry to develop marketing strategies so as to enhance consumer awareness and consumer behavior for low-carbon diets.
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