素食這議題一直以來都是大家廣為談論的話題之一，在許多國家它漸漸的深入社會成為一種潮流趨勢。本研究主要是在探討一般消費者在素食與蔬食的認知是否有差異；消費者在蔬食認知的傾向態度不同時其對蔬食消費意願是否也會不同；消費者的蔬食認知對蔬食消費意願是否會有影響；及瞭解不同的性別、年齡、教育程度、宗教信仰和是否為素食者在認知上和消費意願上是否會不同。並以便利抽樣之問卷調查，發出400份問卷，回收382份有效問卷，有效回收率為95.5%。研究方法包括敍述統計、因素分析、集群分析來進行消費者在蔬食態度的分群，另外以單因子變異變分析，t檢定和迴歸分析來進行研究假設的驗證。在認知部份，可分為有益健康、環保意識、追隨潮流及宗教道德四大構面。消費者對於素食與蔬食的認知僅有益健康、追隨潮流及宗教道德呈現顯著差異；不同蔬食態度的消費者對蔬食消費意願也是呈現顯著差異。蔬食態度屬健康環保傾向的消費者對蔬食的消費意願是高於宗教道德傾向和自由意志的兩群；而消費者認為蔬食是有益健康、環保和潮流趨勢時他們的蔬食消費意願也會提高。在性別、年齡、教育程度、宗教信仰和素食者在認知及蔬食的消費意願皆有差異性存在。

The vegetarian diet is becoming popular and has permeated the social mainstream in many countries. This study aims to examine vegetarian recognition and su-veg recognition, the effects of different su-veg recognition clusters on su-veg purchase intention, and the influences of different demographic characteristics on recognition and purchase intention. A total of 400 questionnaires was given out through convenience sampling and 382 were returned resulting in a 95.5% effective response rate. Descriptive statistics, Factor analysis and Cluster analysis were applied on clustering attitudes towards su-veg, One-Way Analysis of Variance, t-Test, and Regression analysis were applied to verify hypothesis. The results show consumers’ recognition can be clustered into 4 groups: health boosting, environmental consciousness, trend following, and religious virtues. Vegetarian recognition and su-veg recognition show significant difference on health boosting, trend following, and religious virtues, so as consumers’ with different su-veg attitudes show considerable difference on su-veg purchase intention. Consumers holding an environmental consciousness attitude show greater purchase intention than those in the religious virtues and free will clusters. The study also shows if consumers recognize a su-veg diet as healthy, environmental, and trendy, their purchase intention on su-veg will be raised accordingly. Demographic characteristics can explain the variance in recognition and su-veg purchase intention; such as gender, age, education level, religion and vegetarianism.