大臺北地區消費者對ASC認證標章臺灣鯛之購買行為分析

蔡佳蘭

doi:10.6342/NTU201701166

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大臺北地區消費者對ASC認證標章臺灣鯛之購買行為分析

The Analysis of Consumers’ Purchasing Behavior for ASC-ISRTA Tilapias in Great Taipei Area

蔡佳蘭 , Masters　　Advisor：陳郁蕙　　

繁體中文 DOI： 10.6342/NTU201701166

臺灣鯛； ASC認證標章；選擇實驗；訊息提供； Tilapia ； ASC Certification Label ； Choice Experiment ； Informaion Provided

Abstract │ Reference (211) │ Altmetrics

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In view of the increasing proportion of aquaculture production, the rapid development of economy, and the change of consumption patterns, aquaculture has become one of the solutions to solve large market demand. And with the rising awareness of the environment, ecological labels have become environmental-friendly indicators. This study used choice experiments method to analyze the purchasing behavior, estimated utility functions, and willingness to pay of the consumers in Greater Taipei area, of the tilapia with ASC certification label.
Empirical results show that most respondents have a higher propensity to purchase the ASC certification label products. And the willingness to pay increased significantly after the information of ASC certification is provided. This indicated that it would be a possible way to provide information to consumers and influence their preferences and decision-making.
This study suggested that the marketing strategy for ASC certification product could target middle-aged women and people with higher education. Because they have a higher chance to purchase the products with ASC certification label. Government could promote the ASC certification labels and other ecological labels to consumers with information, and also recommend consumers to choose the environmental-friendly products.

Reference ( 211 ) 〈TOP〉

王譽善，2015。「MSC 生態標章於台灣之應用-以東港櫻花蝦為例」，中山大學海洋事務研究所學位論文。
連結：
朱鴻鈞，2011。「Bio-Economy2030生物經濟與科技前瞻-全球漁業發展現況及未來趨勢分析兼論臺灣漁業」。取自http://www.biotaiwan.org.tw/download/structure4/Chu/chu201003.pdf。(2016/10/21)
連結：
行政院農業委員會漁業署，2010。「民國99年漁業統計年報」。臺北：行政院農業委員會漁業署。
連結：
行政院農業委員會漁業署，2011。「民國100年漁業統計年報」。臺北：行政院農業委員會漁業署。
連結：
行政院農業委員會漁業署，2012。「民國101年漁業統計年報」。臺北：行政院農業委員會漁業署。
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