社會企業是兼顧經濟發展、環境保護以及社會正義的創新經濟發展模式，其推廣有賴社會大眾的認識及支持，然而過去研究認為倫理消費的態度與行為之間有缺口。因此，本研究基於素質洋蔥模型理論，從背景變項及生活型態兩大層面探討對社會企業消費行為的影響性，並探索建構台灣消費者生活型態分群範式（Taiwan-VALS）。本研究共回收有效問卷488份，生活型態集群分析結果，共萃取出六個消費族群：新潮者、閱聽者、居家者、追求者、保健者及平實者，並可區分為隨性消費派及謹慎消費派二大派別，其中新潮者、閱聽者是最願意購買社會企業產品的族群；迴歸結果發現以下關係具有顯著影響力：教育程度及飲食健康意識影響社會企業認識程度與購買經驗、居住地區及飲食健康意識影響社會企業產品購買頻率、經濟程度影響社會企業產品購買平均金額、婚姻狀況及經濟程度與新生活成就意識影響社會企業產品購買期間。最後本研究依據研究結果提出四項管理與行銷上的意涵，以及四項與社會企業潛在消費者溝通的具體策略。

Social enterprises have been regarded as signs for innovative economies that combine economic development, environmental protection and social justice. The success of social enterprises heavily relies upon the support of the public and the insights of consumer behaviors. Therefore, this study employs “the Onion Competency Model Theory” to investigate the impacts of the consumer behaviors to social enterprises from two aspects, which are the background variables and VALS (value, attitude and lifestyle). VALS cluster analysis reveals six consumer groups: Trendies, Audiences, Homebodies, Seekers, Health-conscious and Realist, and can be classified into two distinguished types: Casual expense and Cautious expense. The groups of “Trendies” and “Audiences” are more likely to choose the products from social enterprises. Regression results show that “educational status,” “dwelling area,” “social economic status,” “marital status,” “nutrition conscious,” and “new life achievement conscious” are significant variables that affect different consumer behaviors of social enterprises. Based on the results of this study, four implications on management and marketing and four specific strategies to communicate with potential consumers are addressed.

社會企業在近年來成為新興企業型態，係指可以產生公共利益的私人活動，具有企業精神策略，以達成特定經濟或社會目標，而非以利潤極大化為主要追求，且有助於解決社會排斥及失業問題的組織 (鄭勝分，2007)。 目前社會企業在西方社會發展成熟，關注範圍已經從原本的微型信貸，擴展到更多的社會議題，例如教育機會、兒童健康、住家、水資源、氣候變遷等 (社企流，2014b)，且具相當經濟產值。而在亞洲方面，各國因經濟擴張快速，所面臨的社會問題與西方社會有所差異，除了環境汙染，尚有城鄉差距、人口老化等問題；因此如中國大陸、印度、孟加拉、泰國、新加坡、香港以及南韓等，皆相當重視社會企業發展議題 (經濟部，2014)。近年來社會企業在台灣更是急速發酵，二〇一四年政府宣佈「社會企業行動方案」，宣告台灣進入社會企業元年。 然而社會企業是否僅是曇花一現或能永續性的發展？除了政府的支持推廣與企業端的行動外，社會大眾的覺醒反思，進而採取關注、購買或參與的實際行動更是重要關鍵 (社企流，2013)，然而，消費者對於社會企業倫理消費的態度與行為之研究付諸闕如，本研究目的之一為探討影響消費者「社會企業的知識與支持行為」的「核心因素」，目的之二為透過生活型態研究，找出何種生活型態的消費者是社會企業最有潛力的顧客。 研究發現對社會企業支持的消費族群除具有一定社經背景特徵外，對社會企業的認識與了解越多，也越容易支持社會企業，集群分析也顯示此特定族群重視閱聽資訊，關注社會企業意識之訴求，因此建議社會企業仍須不斷利用各項機會教育社會大眾，了解支持社會企業產品將會為社會帶來怎樣的改變，除了闡述本身社會企業的使命外，並以創意行銷策略聯結消費者，觸動消費者關心之生活與環境議題（如台灣近年來不斷發生的食安危機），使消費者認同與信任社會企業，更進一步，強調消費者倫理消費行為是幫助社會企業一同扮演改變社會的重要性，使台灣的社會企業能有更好的發展契機。

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