根據聯合國糧農組織（FAO）在2011年的報告，全球每年丟棄食物量共13億噸。這其中包括許多外觀上有瑕疵或不完美，但無食用安全問題的「醜水果」被淘汰、丟棄。為減少這些醜水果的浪費，本研究以計畫行為論（TPB）作為基礎，為了探討消費者購買醜水果意向之影響因素。研究方法首先以焦點團體訪談法找出消費者認為的重要信念，之後以便利抽樣方式進行網路問卷調查。焦點團體訪談是以台灣購買蔬果的消費者為對象，共訪問了6人。問卷調查的研究對象為年齡20歲以上，有親自買過水果的一般民眾。在正式問卷中，共回收有效問卷295份，受測者有男生128人，女生167人，平均年齡40歲。
迴歸分析顯示，態度、主觀規範和知覺行為控制對消費者購買醜水果的意向均有正面影響。而且，當醜水果是買來給自己和家人吃時，主觀規範的影響較大；當醜水果是只買來給自己吃時，主觀規範的影響不顯著。此外，結果也顯示若醜水果的定價設定比一般水果便宜約30%，應該能吸引大部分的消費者，而試吃醜水果亦可以令他們放心購買。根據上述研究結果，本文提出醜水果銷售通路商可提升購買醜水果的意向之建議，例如環保宣導、提供團購和增設特賣點、試吃醜水果及提供10-30%的折扣。

According to a report of Food and Agriculture Organization of the United Nations in 2011, 1.3 billion tons of foods are discarded globally every year. Among these foods are “ugly fruits” that have flaws or imperfections in appearance, but are safe to eat. If we can understand what determines consumers' intention to purchase ugly fruits, we might be able to reduce food waste. This study thus used the theory of planned behavior (TPB) to explore the determinants of customers’ intention to purchase ugly fruits. I first used focus group interviews to find out the consumers’ salient beliefs regarding the purchase of ugly fruits, and then conducted an online survey using convenience sampling. The focus group were conducted with 6 consumers who purchase fruits and vegetables. The survey was target at consumers who were over 20 years old and had purchased fruits themselves. The valid sample was composed of 295 people, including 128 men and 167 women, with an average age of 40.
Regression analysis showed that attitude, subjective norms and perceived behavioral control all had positive impact on consumers' intention to purchase ugly fruits. In addition, results suggest that if the price of ugly fruits was set to be about 30% cheaper than ordinary fruits, it should be able to attract most consumers. The respondents also agreed that taste testing could make them more confident about the quality of ugly fruits. Based on the above results, several recommendations were made for increasing people’s intention to purchase ugly fruits. These recommendations were green marketing, setting up of ugly-fruit counters at points of heavy pedestrian flow, taste testing and offering 10-30% discounts.

論文審定書 i
謝辭 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 3
第二章 文獻探討 5
第一節 食物浪費、次優食品和醜蔬果 5
第二節 蔬果消費行為 7
第三節 影響消費者購買的因素 9
第三章 研究設計 13
第一節 焦點團體訪談法 13
第二節 研究焦點與研究假說 17
第三節 預試問卷架構內容 17
第四節 預試問卷結果 20
第五節 問卷修正及預期成果 27
第六節 正式問卷內容架構 29
第四章 研究結果 32
第一節 正式問卷樣本結構 32
第二節 因素分析與信度分析 40
第三節 迴歸分析 42
第四節 人口變項與購買醜水果意向進行相關及變異數分析 43
第五節 其他輔助分析 44
第五章 討論與建議 46
第一節 描述統計所呈現的意義與討論 46
第二節 研究假設驗證結果 48
第三節 對提升醜水果購買意向之建議 49
第四節 研究限制與未來研究建議 51
參考文獻 53
附錄一 焦點團體訪談之主持備忘錄 58
附錄二 網路預試問卷 60
附錄三 預試題號2-1至14之因素結構 64
附錄四 網路正式問卷 65

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