RESUMO
In order for humans to achieve a healthier diet and maintain ecological balance, a new concept regarding sustainable food has been introduced. The aim of this study is, therefore, to explore consumers' interest in choosing sustainable food. The study utilized "Do Survey," an internet survey platform, to distribute questionnaires. Survey invitations were sent out in a snowball manner. Invitations were posted in multiple online communities and forwarded by various members to other sites; 333 valid responses were collected. The results show that family and friend support and health incentive are the two strongest predictors for sustainable food buying interest. Price accessibility, on the other hand, has no impact on interest. This is not to say that price accessibility does not influence behavior. It just means that it is not the factor that fosters interest. Once an individual is interested, she/he may still rely heavily on price accessibility in purchasing sustainable food.
RESUMO
This research centers on the behavioral tendency of the middle-aged and seniors in bicycle tourism at environmentally protected scenic areas and its relevant influence factors. The theory of planned behavior (TPB) is adopted as the basis of this study. The middle-aged and seniors are the subjects of this research. A questionnaire survey is conducted at environmentally protected national scenic areas in Taiwan. A total of 230 samples are drawn with a random sampling method, and 210 are valid. The findings indicate two things. First, when applying the TPB to different fields of the study, the level of predictability may vary. Another finding is that subjective norm shows a higher level of susceptibility to sport habit and predictability to behavioral intention than the other two constructs. With an empirical analysis, the study is able to provide middle-aged and senior participants and sport administration authorities with relevant suggestions for reference at the end of this paper.
