| 摘要: | 台灣在2010年9月開始正式將「美食國際化」納入政府的十大重點服務業項目，也就是說政府有決心將台灣美食國際化，並開始全力推動美食產業；同年10月，政府協助國內餐飲業者成立「美食聯誼會」，成為台灣推動美食產業政策的重要諮詢智庫。回溯世界其他國家餐飲產業發展歷史，其實早已在10年前就開始發展美食產業，至今許多國家都成績斐然，諸如亞洲國家的日本、韓國及新加坡等國，它們成功的打響壽司、泡菜及肉骨茶等美食的知名度，讓世界各國的消費者只要一談到這些食物，都會不禁意的聯想到國家，而日、韓、新等國的代表美食，不但成功擄獲世界各國消費者的味蕾，還順勢將文化帶入餐飲，讓餐飲文化蔚為時尚潮流。
餐飲產業種類繁多，台灣想要在世界舞台上佔有一席之地，實屬不易，唯有發展特色餐飲，才能讓世界各國消費者印象深刻，同時吸引國際觀光客前來台灣探訪。綜合台灣的餐飲、文化與人民均有高度環保意識等優勢，我們發現台灣具有發展綠色餐飲的潛力與空間，因此針對台灣的綠色餐飲產業發展前景，進行深入的研究探討。
此論文研究分兩大部分進行，一為消費端的消費意願研究，針對消費者的價值認知-知識-行為等三方面進行問卷調查，探詢消費者對前往綠色餐廳消費的意願，這是量化研究部分；另一方面，我們也設計深度訪談，訪問兩位國內連鎖餐飲專業經理人，聽取他們對於在台灣經營綠色餐廳的看法、意見與建議，此為質化研究部分。
在量化研究部分，我們有三個目標：消費者的知識如何影響行為；消費者的知識是否會影響到對環境關注與態度；透過情感因素的激勵行為，可以讓消費者更加願意前往綠色餐廳用餐。其結果發現，消費者對綠色餐廳的知識程度，明顯的會影響消費者對環境的關注；但是這點對前往綠色餐廳用餐意願卻沒有顯著的影響，同時我們也發現，消費者的態度是預測是否前往綠色餐廳用餐消費的重要參考指標。
在質化研究部分，我們發現餐飲業者對綠色餐廳的認知非常清楚，而且他們也都認同綠色餐廳將會成為未來的超級明星與產業寵兒，只是台灣政府對於法令規章的建制未能符合實際環境需求，再加上政府的輔導與獎勵措施不夠，致使業者在高成本的壓力下，多數不願貿然投資與發展綠色餐廳。
綜合量化分析成果與質化研究訪談結果，我們提出一些經營綠色餐廳時應注意的事項與建議，包含業者與政府部門，希望這份論文研究報告，對台灣發展綠色餐飲產業具有實質助益。
Taiwan government has developed food and beverage industry for ten years. Cuisine internationalization became an important national policy and was put into the government''s ten key service projects in September, 2010. Actually, many countries have developed food and beverage industry as an important national economic development strategy, such as Japan, South Korea, and Singapore. Today, these countries also have very impressive performance and popularity in overseas markets. Right now, the gourmet culture has become a fashion trend in the world.
In food and beverage industry, Taiwan could not occupy a place on the world stage, unless we develop our own food and beverage industry characteristics. It will be Impressed by consumers around the world and attract international tourists to visit Taiwan. Comprehensive gourmet, culture and the highly environmental awareness and etc., these advantages show Taiwan has potential and large space to develop the green restaurant industry. Therefore, the research topic “The development of Green restaurant industry in Taiwan” aim to study not only quantitative research for a behavior model of visiting a green restaurant and validate the relationships among consumers’ knowledge toward green restaurant, environmental concerns, attitudes and behavior intention, but also qualitative research by interviewing two famous, representative restaurant’s CEOs to understand business operating barriers, investment willing, and regulation limitation, and so on.
The objectives of the quantitative study are threefold. First, we empirically examined how individual characteristics of the consumers’ knowledge affect behavioral intention to dine the green restaurants. Second, we test the effect that focuses on consumers’ knowledge to environment concern and attitude imported from cognition-based research. Third, by capturing the affective component that motivates behavioral intention, these construct will help bolster the new thought to the domain of dining the green restaurant. The results of study revealed that consumers’ knowledge toward green restaurant significantly influenced the consumers’ environment concern, attitude but not behavioral intention of choosing green restaurant. And we also evidenced from the data that attitude plays as prominent significant predictors of the intention to visit to green restaurant.
In the qualitative research, we found the restaurant''s CEO also well aware of green restaurants. So much so that, most of them consensus and agree green restaurants industry will become a super star and spindle diet industry in the future global markets. But Taiwan''s political system and regulations impede the development of green restaurants industry in everywhere, such as no clear authority, no well-done laws and regulations, and more restrictions rather than incentives. Due to these reasons, many and many investors give up their action and investment plan to green restaurants industry.
This study could let government, business operators, and consumers understand the truth situation for green restaurant industry, both from a theoretical and practical viewpoint. Hopefully, it could help green restaurant industry develop well in Taiwan. |
