The Impact Green Involvement and Food Traceability on Attitude and Green Consumer Behavior: Take Taiwan Night Market as an Example

• Main Authors: Liao,Wan-Ju, 廖婉汝
• Other Authors: Chen,Hsiu-Li
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/59069506600717861257

碩士 === 銘傳大學 === 國際企業學系碩士班 === 104 === Nowadays, the society is getting more and more plentiful, resulting in various negative influences on physical health and social environments. Thus, issues which are related to health and awareness of environmental protection are of greater importance. How do we know if the food we eat outside is safe? The government inspection and control are essential. Consumers also need to learn more related knowledge and manufacturers and distributors of food products must pay attention to the seriousness of this question. Of course, night markets with mainly vendors selling snacks are no exception. Therefore, consumers have gradually cared more about the negative influences of foods sold in night markets on physical health. However, nowadays, how can people tell the source of origin of a food product and know if it was manufactured in accordance to the applicable government regulations, so that they can eat without worries? For this reason, this study applied the green supply chain concepts of food traceability and carbon footprint to snakes sold in night markets and tried to find out if consumers’ green involvement and identification with food traceability regarding production and marketing would influence their attitudes toward green products or would facilitate their green behaviors or willingness to purchase green products. This study issued printed and online questionnaires to night market consumers. The relationships among various constructs were analyzed using statistical analysis software packages SPSS 22.0 and LISREL 8.7. The research findings include that consumers’ green involvement and green food traceability regarding production and marketing would positively influence their attitudes, and that consumers’ attitudes toward green products would positively influence their green behaviors and willingness to make purchases. This research hope that it can let night market food traceability of history set a precedent.