全球每年生產的食物中，大約三分之一會被浪費，其中一個主要的原因是這些食物的外貌醜陋。醜食指外型、顏色、大小長得奇特的蔬果。近幾年，儘管大眾逐漸意識到醜食與食物浪費的議題，解決方法亦日漸增加，卻無法完全解決醜食的問題，因此，尋求其他方法來解決醜食的問題是相當重要的。價值信念規範訊息框架指的是，基於價值信念規範理論，以理論中的利己、利他或利生物圈的方式陳述的訊息。價值信念規範理論為大眾環境行為研究的重要理論，且醜食為環境相關之議題，然過去關於醜食的行銷研究鮮少討論價值信念規範訊息框架的效果及其對環境關切、購買意願之作用，而可能干擾價值信念規範訊息框架效果的變數亦相當不足。有鑑於此，本研究以價值信念規範訊息框架為主軸，結合解釋水平理論，欲檢視價值信念規範訊息框架對購買意願的主效果，探討主效果是否透過環境關切中介，並且檢視圖像擬人化、圖像距離可能產生之干擾。
本研究使用實驗法以檢驗假說，實驗一採取3（價值信念規範訊息框架：利己vs. 利他vs. 利生物圈） × 2（圖像擬人化：無擬人vs. 有擬人）的二因子受測者間實驗設計；實驗二採取3（價值信念規範訊息框架：利己vs. 利他vs. 利生物圈） × 2（圖像距離：近vs. 遠）的二因子受測者間實驗設計。
研究結果顯示：(1) 利己訊息框架與利生物圈訊息框架（vs. 利他訊息框架）會喚起消費者較高的環境關切，並進一步提升消費者的購買意願；(2) 利己與利生物圈訊息框架屬於低解釋水平，而利他訊息框架屬於高解釋水平；(3) 當消費者看到無擬人且相對距離近的圖像時，接觸利己訊息框架與利生物圈訊息框架（vs. 利他訊息框架）有助於提升環境關切，並且會進一步增加購買意願；反之，當消費者看到擬人或相對距離遠的圖像時，價值信念規範訊息框架不影響環境關切和購買意願。本研究結果有助於釐清價值信念規範訊息框架的效果、價值信念規範訊息框架個別對應的解釋水平、圖像擬人化與圖像距離的作用機制等重要理論意涵，並提供政府相關單位與業者進行行銷醜食之重要參考。

About one-third of the food produced is wasted globally each year, and one of the main reasons is the ugly appearance of the food. Imperfect food refers to vegetables and fruits with odd appearance, color, and size. In recent years, the public may gradually have shown awareness on imperfect food and food waste, and the number of solutions has been increasing, yet the problem of imperfect food could not be completely solved. Therefore, seeking other methods to solve the problem is essential. VBN framed messages refer to the messages framed by egoistic values, altruistic values, or biospheric values under value-belief-norm (VBN) theory. VBN theory is a vital theory in the study of environmental behavior, and imperfect food is related to environmental issues. However, prior research rarely discussed VBN framed message and its effect on environmental concern and purchase intention, and there’s a lack of studies exploring the moderators which may affect VBN framed message effect. Accordingly, based on the premise of VBN framed message and the rationale of construal level theory, this current study intends to examine the main effect of VBN framed message on purchase intention toward imperfect food, to explore whether the main effect is mediated by environmental concern, and to investigate the possible moderation of image anthropomorphism and image proximity.

This current study uses an experimental design method. Experiment 1 adopts a 3 (VBN framed messages: egoistic-framed vs. altruistic-framed vs. biospheric-framed) × 2 (image anthropomorphism: non-anthropomorphism vs. anthropomorphism) between-subject factorial design. Experiment 2 adopts a 3 (VBN framed messages: egoistic-framed vs. altruistic-framed vs. biospheric-framed) × 2 (image proximity: proximal vs. distant) between-subject factorial design.

The main research findings are as follows: (1) Egoistic-framed message and biospheric-framed message (vs. altruistic-framed message) can evoke higher environmental concern, and further increase consumers’ purchase intention. (2) Egoistic-framed message and biospheric-framed message are considered low construal level, and altruistic-framed message is considered high construal level. (3) When image is non-anthropomorphized and relatively proximal, egoistic-framed message and biospheric-framed message (vs. altruistic-framed message) can generate higher environmental concern, and further increase purchase intention; in contrast, when image is anthropomorphized and relatively distant, VBN framed messages do not affect environmental concern and purchase intention. For theoretical contributions, this current study clarifies the effect of VBN framed message, the construal level of VBN framed message, and the functional mechanisms of image anthropomorphism and image proximity. For practitioners, this current study also provides important suggestions on how to utilize VBN framed messages to promote imperfect food.

論文審定書 i
Acknowledgement ii
摘要 iii
Abstract v
Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Objectives 12
Chapter 2 Literature Review 13
2.1 VBN Framed Message and Purchase Intention 13
2.2 The Mediating Role of Environmental Concern 20
2.3 Construal Level Theory (CLT) 23
2.4 CLT and VBN Theory 26
2.5 The Moderating Role of Image Anthropomorphism 29
2.6 The Moderating Role of Image Proximity 38
Chapter 3 Study Overview 42
Chapter 4 Pretest 44
4.1 Pretest 1 44
4.2 Pretest 2 47
4.3 Pretest 3 52
Chapter 5 Study 1 61
5.1 Method 61
5.1.1 Design 61
5.1.2 Stimuli and Procedures . 62
5.1.3 Measures 65
5.2 Results 71
5.2.1 Participants . 71
5.2.2 Reliability Test for All Variables 73
5.2.3 Manipulation Checks 74
5.2.4 Checks for Control Variables 75
5.2.5 Test for The Foundation of Inference 75
5.2.6 Hypothesis Testing 78
5.3 Discussion 96
Chapter 6 Study 2 103
6.1 Method 103
6.1.1 Design 103
6.1.2 Stimuli and Procedures 104
6.1.3 Measures 107
6.2 Results 109
6.2.1 Participants 109
6.2.2 Reliability Test for All Variables 111
6.2.3 Manipulation Checks 112
6.2.4 Checks for Control Variables 112
6.2.5 Test for The Foundation of Inference 113
6.2.6 Hypothesis Testing.116
6.3 Discussion 129
Chapter 7 General Discussions 132
7.1 Conclusions 132
7.2 Theoretical Implications 136
7.3 Managerial Implications 140
7.4 Limits and Future Research 141
Reference 145
Appendix 155

李偉麟（民國109年11月18日）。多買一顆醜蔬果，產地就多一份力量。上下游。取自https://www.newsmarket.com.tw
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