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研究生： 顏冠如
Yen, Kuan-Ju
論文名稱： 探討台灣植物肉產品之推廣策略：以消費者文化理論為視角
Exploring the Promotion Strategy of Plant-Based Meat in Taiwan: A Perspective from Consumer Culture Theory
指導教授： 楊佳翰
Yang, Chia-Han
共同指導教授: 仲曉玲
Chung, Hsiao-Ling
學位類別： 碩士
Master
系所名稱： 規劃與設計學院 - 創意產業設計研究所
Institute of Creative Industries Design
論文出版年： 2021
畢業學年度： 109
語文別： 英文
論文頁數： 301
中文關鍵詞： 新型態蔬食文化 、綠色食物消費 、台灣市場 、植物肉 、消費文化理論
外文關鍵詞： New Vegan Lifestyle, Green Food Consumption, Taiwan Market, Plant-Based Meat, Consumer Culture Theory
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    • 誌謝 I 摘要 II Table of Contents IV List of Figures VII List of Tables IX CHAPTER 1 INTRODUCTION 1 1.1 Research Background 1 1.1.1 Global Change of Food and Agriculture: Raising Awareness 1 1.1.2 The Growing Vegetarian Population Leading the Plant-Based Meat Trend 1 1.1.3 The Plant-Based Meat Market Situation in Taiwan and Globally 4 1.2 Research Motivation 5 1.2.1 Academic Motivation 5 1.2.2 Industry Motivation 6 1.3 Research Objectives and Questions 8 1.4 Key Terminology and Concepts 9 CHAPTER 2-LITERATURE REVIEW 12 2.1 Changing of Food and Agriculture: from Awareness to Action 12 2.1.1 The Development of Agriculture around the World 12 2.1.2 Increasing Consumer Awareness of Food Consumption 13 2.1.3 Trends of the Food and Agriculture Based Industry 14 2.2 Green Food Consumption: Environmentally Sustainable Food Consumption 16 2.2.1 Concept of Green Food Consumption and Sustainable Food Consumption 16 2.2.2 Plant-Based Meat as Good Food Consumption 17 2.2.3 The Global Plant-Based Meat Trend 22 2.2.4 Brands of Plant-Based Meat 25 2.3 Consumer Culture Theory 31 2.3.1 Concept of Consumer Culture Theory 31 2.3.2 Illuminating Four Programs of Consumer Culture Theory 33 CHAPTER 3-METHODOLOGY 37 3.1 Research Framework 37 3.1.1 Research Concept 37 3.1.2 Research Design 39 3.2 Case Introduction 41 3.2.1 Selected Criteria 41 3.2.2 Case Background 41 3.3 Research Method 42 3.3.1 Literature Analysis 43 3.3.2 Questionnaire Survey 43 3.3.3 Semi-Structured In-depth Interview 44 3.3.4 Expert Interview 45 3.4 Data source 46 3.4.1 Data Collection 46 3.4.2 Data Analysis 49 CHAPTER 4-DATA COLLECTION AND ANALYSIS 51 4.1 Vegan and Plant-Based Meat Trend in Taiwan 51 4.1.1 Introduction of Plant-Based Meat 51 4.1.2 Current Situation of Vegan and Plant-Based Meat Trend in Taiwan 52 4.2 Consumer Perceptions and Behavior Regarding Plant-Based Meat: Questionnaire Survey of Plant-Based Meat Consumers 55 4.2.1 Consumers’ Viewpoints and Consuming Experience of Plant-Based Diet and Food Trend 56 4.2.2 Influential Factors from CCT: Consumer Identity Project 63 4.2.3 Influential Factors from CCT: Mass-Mediated Marketplace Ideologies and Consumers’ Interpretive Strategies 68 4.2.4 Consumer Background Information 70 4.2.5 Summary 71 4.3 Deep Insights of Consumer Perceptions and Behavior of Consuming Plant-Based Meat: Semi-Structured In-Depth Interview with Consumers 72 4.3.1 Consumer Perception and Consuming Experience of Plant-Based Diet and Food Trend 73 4.3.2 Perception and Context from CCT: Consumer Identity Project 79 4.3.3 Perception and Context from CCT: Social and Mass-mediated marketplace ideologies and consumers’ interpretive strategies 84 4.3.4 Summary 88 4.4 Taiwanese Enterprises’ Viewpoint and Promotion Strategies: In-Depth Interview with Two Local Brand Experts 90 4.4.1 The Insights of Vegan and Plant-Based Meat Trend 93 4.4.2 The Action of Research and Development of Plant-Based Meat Product 96 4.4.3 The Current Promotion Strategies of Plant-Based Meat Product 98 4.4.4 Summary 104 CHAPTER 5 DISCUSSION AND CONCLUSION 106 5.1 Discussions on Research Questions 106 5.1.1 Food Innovation Should be Better Connecting to Our Culture and Society 106 5.1.2 Narrowing the Gap Between Intention and Behavior 109 5.1.3 Promotion Strategies of Plant-Based Meat Product for Young Generation in Taiwan 115 5.2 Implication for Theory 120 5.3 Implications for Practice 122 5.4 Research Limitations and Recommendations for Future Study 123 REFERENCES 125 APPENDIX 139 Questionnaire Questions 139 Interview Guide-Consumer 145 Interview Guide-Expert 146 Interview Transcripts-Consumer 148 A. Ms. Huang 148 B. Ms. Lin 172 C. Mr. Lu 187 D. Mr. Brown 201 E. Ms. Lien 223 F. Ms. Wang 236 G. Ms. Wu 257 H. Ms. Long 266 Interview transcripts-Expert 277 Hung Yang Foods-VVeat 277

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