- 學位論文
探討影響臺灣消費者對有機食品優點與熟悉度之因素分析
The Factors of Organic Food Advantage and Familiarity to Taiwan Consumers Analysis
摘要
第二次世界大戰之後，為了解決人口激增所造成的糧食不足問題，許多實驗室透過尖端技術製造化學合成肥料，使農作物的產能大幅提升，然而為了經濟考量，對農作物使用大量化肥、農藥與除蟲劑，在提高生產效率的同時亦造成嚴重環境汙染以及生態浩劫等問題，消費者攝取這些食物進入人體的過程後，一切的汙染又回到消費者身上。隨著臺灣環保意識抬頭，消費者的飲食習慣有了顯著的轉變，消費者想要吃得健康且無風險，並同時降低對環境的汙染，市場導向與顧客需求之下，有機食品油然而生。然而，臺灣消費者對有機食品的定義與認知有限，本研究將臺灣消費者作為主要研究對象，探討影響臺灣消費者對有機食品優點與熟悉度之因素。 本研究運用有機食品行銷教育、有機食品行銷推廣、有機食品資訊傳遞等三項構面探討是否能影響臺灣消費者對有機食品之熟悉度，並透過對網路的熟悉度、行動載具普及度此兩項干擾變數探討對上述三項自變數的調節程度。從研究數據分析來探討其結果，了解對臺灣消費者進行有機食品行銷教育、行銷推廣與有機食品資訊傳遞方式皆對有機食品熟悉度有顯著的正向影響;消費者對網路熟悉度、行動載具普及度對應變數皆無顯著干擾影響。亦即臺灣有機食品推廣可專注於有機食品知識教育、行銷推廣與資訊傳遞方式。
並列摘要
In order to solve insufficient of food problem from the surge of population, many laboratories combined cutting-edge technology to produce chemical fertilizer, lead to the food production after the world war two. However, for the economical reason, too much chemical fertilizer, insecticide and pesticide were beening used. Although we increase the food production, we also made the serious environmental pollution and ecological disasters, after our food ingestion, all of pollution would get back to consumers ourselves. The rise of awareness of environment protection, consumers hope to get healthy without risks, and reduce the impacts on environment. This market-oriented and consumer need, the organic food arises spontaneously. While consumers in Taiwan have limited information about organic food, the research tries to figure out what factors influence the advantages and familiarity of organic food to consumers. This research adopted organic food marketing education, marketing promotion, information convey way three facet to test whether these factors are positively correlated to the organic food familiarity of consumers in Taiwan. Moderating variables included internet familiarity and mobile device popularity. The results showed organic food marketing education, marketing promotion, information convey way are positively influenced to the organic food familiarity. Internet familiarity and mobile device popularity do not have moderating effect. Namely, in the future Taiwan organic food promotion can focus on marketing education, marketing promotion and information convey way.