蔬食行為牽涉到了個人健康，且對環境保護也有著重要的減碳貢獻。此外根據研究發現，青年期是攝取蔬果較不理想的時期。因此本研究特以飲食選擇自主性高且又是外食族群的大學生為研究對象，探討如何增進他們蔬食的意向。本研究根據蔬果攝取影響因素之相關研究與焦點團體訪談，彙整出了可能影響大學生攝取蔬果的因素，並應用社會行銷策略來影響他們的蔬食意向。而為了驗證社會行銷策略的影響，筆者進行了為期五週的推廣蔬食之社會行銷活動實驗，並以前測、後測問卷來檢驗效果。
研究結論如下：
1. 大學生食用水果的平均頻率（一週有1-2天食用到一份水果）低於食用蔬菜的平均頻率（一週有3-4天食用到兩份蔬菜），且大部分食用水果的頻率是偏低的。因此水果是更需積極推廣攝取的部分。
2. 女性的蔬食意向高於男性，因此若針對女性推廣蔬食，其提升蔬食意向的效果可能較大，也較易達成。但若想要提升整體大學生的蔬食意向來看，男性可能是要優先推廣的對象。
3. 從食用蔬果原因的結果發現，健康為最大原因，環保次之，宗教則極為少數。因此健康利益仍為影響大學生食用蔬果的主要原因。
4. 在本研究探討的四個認知因素中，知覺健康利益對於影響蔬食意向是最重要的，而知覺環保利益則較弱。若欲透過知覺環保利益來顯著提升蔬食意向可能相對較為困難。故若要促使大學生提升蔬食意向，應以健康利益為優先推廣，環保利益次之，並進而協助克服食用蔬果上可能遇到的障礙，像是不方便購買到蔬果、蔬果需找地方清洗削皮。
5. 大概由於實驗組人數偏少及實驗期只有五週，本研究的社會行銷活動雖能透過知覺健康利益提升大學生的蔬食意向，但效果有限。
最後本研究根據以上分析結論，提出相關策略與建議。

The eating of fruits and vegetables is associated with personal health and has an important carbon reduction contribution to environmental protection. In addition, according to the literature, youth has low intake of fruits and vegetables. Therefore, this study focused on college students, who is a specific group of youth that have high autonomy in their diets and eat out often, and tested a social marketing strategy to increase their intention to eat fruits and vegetables. This study summarized the factors that may affect fruits and vegetables intake of college students based on the literature and focus group interviews, then applied social marketing strategies to influence their intention. In order to verify the influence of social marketing strategies, the author conducted a five-week social marketing experiment to promote to eat fruits and vegetables, then the effects were tested by comparing pretest and posttest. The conclusions are as follows:
1. The frequency of eating vegetables is higher than that of eating fruits, and most of the frequency of eating fruits is low. Therefore, it is more important to actively promote the consumption of fruits.
2. Women’s intention to eat fruits and vegetables was significantly higher than that of men. Therefore, if promotion is targerted at women, the effects of increasing the intention may be larger and easier to achieve. However, in order to increase the intention of the whole college student population, men may be in first promotion priority.
3. For college students, health was the biggest reason for eating fruits and vegetables, followed by environmental protection, and religion was rarely a reason.
4. Among the perception variables examined in this study, perceived health benefits was the most important predictor for fruit and vegetable intake, while perceived environmental benefits was less important. Therefore in order to increase college students' intention to eat fruits and vegetables, more effort should be put on the promotion of health benefits than on environmental protection benefits, and assistance should be given to students who have obstacles in buying fruits and vegetables, or finding places to wash and peel fruits and vegetables.
5. Because the experimental group was small and the period of experiment was only conducted five weeks, the effect was limited though the social marketing activities could increase college students' intention to eat fruits and vegetables through perceived health benefits.
Finally, this study proposed several strategies and suggestions based on the above conclusions.

論文審定書 i
謝辭 ii
摘要 iii
Abstract iv
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 4
1.3 研究問題與目的 8
1.4 研究重要性 9
第二章 文獻探討 10
2.1 蔬食行為 10
2.2 攝取蔬果之影響因素 14
2.3 社會行銷 17
第三章 研究方法 23
3.1 焦點團體訪談法 23
3.2 實驗設計 27
第四章 結果與討論 46
4.1 焦點團體訪談分析結果－影響大學生攝取蔬果因素 46
4.2 前測問卷結果分析 54
4.3 後測問卷結果分析 70
4.4 前後測結果比較分析 80
4.5 研究假設檢驗 86
第五章 結論與建議 103
5.1 研究結論 103
5.2 提升大學生蔬食意向之建議與策略 104
5.3 研究限制與後續研究建議 107
參考文獻 109
附錄一 焦點團體訪談相關資料 116
附錄二 前測問卷 126
附錄三 後測問卷 129
附錄四 Line官方帳號相關功能與發送訊息畫面 133
附錄五 小學堂知識訊息引用來源 139
附錄六 吃蔬果集點照片（同學回傳） 141
附錄七 論文口試審查意見回覆表 150

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