近年來，永續消費、動物福利與食品安全議題逐漸受到重視，零售通路如何將綠色產品從理念倡議轉化為消費者的日常選擇，成為重要課題。本研究以家樂福推動非籠飼雞蛋為個案，主要因家樂福在非籠飼雞蛋推動上具政策承諾、通路實踐與外部肯定，適合作為零售通路推廣食物類綠色產品之代表性個案。本研究旨在探討消費者如何認知、理解與選購非籠飼雞蛋，分析其在購買歷程中面臨的主要考量與阻礙，檢視非籠飼雞蛋是否能作為其他食物類綠色產品的推廣入口，並進一步提出零售通路在資訊溝通、消費者教育與綠色產品推廣上的策略建議。
本研究採質性研究取徑，並以顧客旅程五階段與策略行銷 4C 理論作為分析架構。資料來源包含家樂福個案資料、6 位具日常購蛋經驗消費者之訪談，以及於家樂福內湖影響力概念店完成之 70 位購蛋消費者賣場出口調查。
研究結果顯示，非籠飼雞蛋推廣主要面臨四項斷點。第一，在認知面，消費者對非籠飼雞蛋的認知高度依賴賣場現場，但對產品差異與價值理解仍不完整。第二，在價值面，動物福利能引發理念認同，但若要擴大至一般消費者，仍需連結健康、安全、安心感與來源透明等個人利益。第三，在行動面，完成購買不代表已形成穩定習慣，價格、家庭用量、品牌習慣、通路便利性與促銷因素仍會影響後續選擇。第四，在延伸面，食物類產品較容易成為消費者接受綠色產品的入口，因此非籠飼雞蛋具有延伸至動物福利鮮乳、有機蔬果、小農友善與生態農業產品的潛力。
根據研究發現，本研究提出階段性綠色產品推廣策略，建議零售通路可從認知入口、日常食用場景、人員與社群推廣，以及綠色產品生態系四個層面，推動非籠飼雞蛋與其他食物類綠色產品。整體而言，零售通路不應只作為商品販售平台，更可扮演綠色產品的篩選者、資訊轉譯者與供應端轉型推動者，降低消費者採用綠色產品的門檻。
本研究受限於調查場域主要集中於家樂福內湖影響力概念店，且以質性訪談與賣場出口調查為主，研究結果尚不宜直接推論至所有消費者或零售通路。未來研究可擴大至不同地區、門市類型與通路進行比較，並進一步針對其他食物類綠色產品進行獨立或量化研究。

In recent years, sustainable consumption, animal welfare, and food safety have received increasing attention. How retail channels translate the values of green products into consumers’ everyday choices has become an important issue. This study takes Carrefour’s promotion of cage-free eggs as a case study. Carrefour was selected because of its policy commitment, retail implementation, and external recognition in promoting cage-free eggs, making it a representative case for examining how retail channels promote food-related green products. This study aims to explore how consumers perceive, understand, and purchase cage-free eggs; analyze the key considerations and barriers in their purchase journey; examine whether cage-free eggs can serve as an entry point for promoting other food-related green products; and propose strategic recommendations for retail channels in information communication, consumer education, and green product promotion.
This study adopts a qualitative research approach and uses the five-stage customer journey and the strategic marketing 4C framework as its analytical framework. Data sources include Carrefour case materials, interviews with six consumers with everyday egg-purchasing experience, and an in-store exit survey of 70 egg-purchasing consumers conducted at Carrefour’s Neihu Impact Concept Store.
The findings indicate four major gaps in the promotion of cage-free eggs. First, in terms of awareness, consumers’ understanding of cage-free eggs relies heavily on in-store information, yet their comprehension of product differences and value remains incomplete. Second, in terms of value perception, animal welfare can foster consumers’ value-based identification with the product, but to reach broader consumers, it must be further connected to personal benefits such as health, safety, peace of mind, and source traceability. Third, in terms of action, completing a purchase does not necessarily mean that a stable purchasing habit has been formed. Price, household consumption volume, brand habits, channel convenience, and promotional factors continue to influence consumers’ subsequent choices. Fourth, in terms of extension, food-related products are more likely to serve as an entry point for consumers to accept green products. Therefore, cage-free eggs have the potential to serve as a starting point for promoting animal-welfare milk, organic fruits and vegetables, small-farmer-friendly products, and ecological agricultural products.
Based on the findings, this study proposes a staged green product promotion strategy. Retail channels are advised to promote cage-free eggs and other food-related green products through four dimensions: awareness entry points, everyday food consumption scenarios, frontline staff and social media promotion, and a green product ecosystem. Overall, retail channels should not merely serve as sales platforms, but can also act as green product curators, information translators, and supply-side transformation facilitators, thereby lowering the barriers for consumers to adopt green products.
This study is limited by the fact that its fieldwork was mainly conducted at Carrefour’s Neihu Impact Concept Store. In addition, as the study primarily relies on qualitative interviews and an in-store exit survey, the findings should not be directly generalized to all consumers or retail channels. Future research may expand comparisons across different regions, store types, and retail channels, and further conduct independent or quantitative studies on other food-related green products.

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