| Summary: | 碩士 === 國立中興大學 === 生物產業管理研究所 === 107 === Rising environmental awareness has made the concept of green consumption become more and more popular. The endless emergence of food safety incidents has made infant food safety more and more concerning. It has also boosted the booming organic infant formula market. However, there are many brands of organic infant formula, which gives consumers a difficult choice and brings consumer confusion. Additionally, the lifestyle of each consumer is different. To understand existing and potential organic infant formula consumers, the food-related lifestyle model is suitable as a tool to group consumers into several types.
The purpose of this study is to explore the differences between consumer confusion and the intention of green consumption among consumers of different food-related lifestyles and the relationship between consumer confusion and the intention of green consumption.
This study issued web-based questionnaires to consumers who participate in Internet forum or virtual community about parent-child or parenting. The lower age limit was 23. 409 Questionnaires were distributed and 381 effective questionnaires were collected. The analytical methods included description statistics, exploratory factor analysis, cluster analysis, one-way analysis of variance, and correlation analysis. The conclusions of the study are as follows:
1. The consumers were grouped into three types: unfamiliar with food, attach importance to texture and pragmatic.
2. There was no significant difference in the level of consumer confusion among different types of consumers.
3. There were differences in the intention of green consumption in different types of consumers.
4. There is a positive relationship between the intention of green consumption and consumer confusion.
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