Consumer’s Cognition and Behavioral Intentions of Low-Carbon Diet －An Example of Farmer Market in Taiwan

• Main Authors: Meng-Kuan Lin, 林孟寬
• Other Authors: 劉秀慧
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/54881022291804605225

碩士 === 國立高雄餐旅大學 === 餐旅管理研究所 === 102 === This study primarily explored the promotion of low-carbon diets and the effects of consumers’ cognition on their behavioral intentions of adopting a low-carbon diet. Not only explored the relationship between cognition and intentions of the low-carbon diet among farmers’ market consumers in Taiwan, but also studied the moderating effect of green consumption attitudes. In 2011, The Environmental Protection Administration advocated the Reference Guide of Low-carbon Diet, covering many points as followed to let consumer more understood the low-carbon diet. This study had chose consumers at farmer markets in Taiwan. Survey was conducted from March to April 2014, the total questionnaires were 350 copies, and the number of valid questionnaires was 337 copies. The results showed that cognition of the low-carbon diet had a positive influence on the behavioral intentions of the low-carbon diet. In the moderated regression analysis, although green consumption attitudes had a positive influence on the behavioral intentions of the low-carbon diet, there was no significant moderating effect of the green consumption attitudes interaction. Through this study expected that the results will contribute to the academic community.