A Study of The Relationships Among Consumer''s Life Style、Green Purchase and Unethical Food Products.

• Main Authors: Tzu-Hui Lee, 李姿慧
• Other Authors: 李培齊
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/4639wy

碩士 === 淡江大學 === 管理科學學系碩士班 === 104 === Not too long ago, China came into consumers’ mind when unethical food appeared in the market. Now unethical food is right around us in Taiwan. The subject of food safety had become a concerned matter in almost all types of mass media in Taiwan. At first it was the dead sick pigs, then there were illegal food additives, plasticizer, poisonous soy sauce and gutter oil. Those unhealthy, unethical food products present a horrendous negative effect on consumer health. Generally speaking, however, toxic elements found in food products are no surprise to our daily life. It is imperative for us to co-live with toxic elements in the modern world. Consumers just have to make smart choices to enjoy the good and avoid the bad. This study would explore whether some consumers could keep themselves away from the negative effects under food safety crisis. Would consumers’ life style exert an influence on the impact?Would toxic elements found in food products enhance consumers’ inclination of green consumption and, in turn, decrease the likelihood of purchasing unethical products? Results showed that two of the three life styles exert impact on consumers’ inclination toward green product consumption.Therefore, the hypothesis regarding the relationship between consumers’ life style and the inclination toward green consumption is partially supported. The hypothesis that the inclination toward green consumption would affect the likelihood of purchasing unethical food is supported. Finally, the impact of consumers’ life style on the likelihood of purchasing unethical food would go through consumers’ inclination toward green consumption is partially supported. Only two of the three life styles include such moderating effect.