本研究旨在研討醜食認知、醜食態度、購買意願、三者間的關聯。根據聯合國環境署的糧食浪費指數報告，全世界每年浪費近10億噸食物，大概為過去估計值最佳的兩倍。多數人其實對於醜食並處是很瞭解，進而無法對減少食物浪費及環境盡一份心，藉由說明醜食，以確認受測者是否能判斷醜食與一般糧食間的差異。並且觀察消費者對於醜食的態度與購買意願之間是否具備中介效果。研究對象是台中和高屏地區年齡在18歲以上的消費者。總共收集219 份問卷，透過統計分析和資料彙整，得出以下結果。研究結果呈現：一、醜食認知對醜食態度具有顯著正向影響。二、醜食態度對醜食購買意願具有顯著正向影響。 The aim of this research is to examine the relationships between ugly Produce cognition, ugly Produce attitude and purchase intention. According to the Food Waste Index Report by the United Nations Environment Programme, almost one billion tons of food are wasted in worldwide every year , which is approximately double of the best previous estimates. Most people didn’t understanding about the ugly Produce, leading to increased food waste and lack of environmental concern. By explaining what is the ugly Produce, to confirm the respondents can distinguish the different of ugly Produce and regular food. Furthermore to observe whether consumers attitudes towards the ugly Produce and their purchase intention have a mediating effect or not . The study surveyed consumers is live in Taichung and Kaohsiung the age is above 18 years old. Collecting 219 responses, the results were obtained through statistical analysis and data compilation, the presented as follows.Presentation of research results:(1)Ugly Produce cognition have a significantly positive impact on Ugly Produce attitude.(2)Ugly Produce attitude have a significantly positive impact on ugly Produce purchase intention.
