| Summary: | 碩士 === 嶺東科技大學 === 行銷與流通管理系碩士班 === 104 === At the time of "Food safety first", unfortunately Taiwan’s food industries have been in the storm of food security crisis, and consumers feel unsecured in food industries. Therefore, the awareness of health consciousness is gradually increasing recently. To adopt the healthy diet, this study explores whether health consciousness, food involvement, and subjective norm positively affect food attitude and then indirectly and positively affect behavioral intention. This study collected a total of 205 questionnaires, and among them 198 questionnaires are valid. From the empirical results, we found that food involvement has no significant relationship with food attitude; however, health consciousness and subjective norm each has a significant positive effect on food attitude, and food attitude has a positive effect on behavior intention.
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