Consumers' Perceptions of Marine Pollution and Seafood Demand: The Case of Taiwanese Oyster Product

消費者對海洋污染與水產品需求的認知－以台灣牡蠣產品為例

郭恒宏(Heng-Hung Kuo) ； 莊慶達(Ching-Ta Chuang)

《臺灣水產學會刊》 29卷4期 (2002/12) Pp. 259-273

https://doi.org/10.29822/JFST.200212.0002

摘要

本文探討消費者在不同的海洋污染認知下，對貝類需求的購買行為差異，同時透過問卷設計去了解消費者對當前相關海洋議題認知，及其各類水產品安全標示的偏好，並透過羅吉特(Logit)計量模型評估兩者間的關連性。本文資料的蒐集係透過電話訪問大台北地區381戶家計單位中主要負責採買食物者，研究結果顯示海洋污染認知間接地影響到消費者對於有認證標示的牡蠣需求量，另外，對於鄰近海岸地區的民眾，且有生食生蠔習慣的消費者而言，多數受訪者認為重金屬與細菌數的合格標示是非常重要的，同時消費者對產品的產地來源、具有安全認證、低價位的牡蠣等相當消費資訊有一定程度的偏好。

關鍵字

貝類 ； 水產品安全 ； 海洋污染 ； 消費者偏好 ； 水產品標示

並列摘要

This paper examines consumers' purchase behaviors given their beliefs about marine pollution, and to evaluate preferred information related to seafood safety contained on a label. A questionnaire is designed to explore the perceptions of Taiwanese consumers about marine issues related to seafood consumption, and by using a logit model to econometrically estimate relationships between perceptions of marine pollution and shellfish consumption in Taiwan. The data come from telephone survey completed during February 1999 in Taipei metropolitan area. Personal interviews to the major food purchaser in each household were successfully collected from 381 surveys. The estimated results show that perceptions of marine pollution indirectly affect consumer preferences for certified oysters. Consumers who have lived near the coast, eat raw oysters, or consider that a label for heavy metal and bacteria is very important, have preferences for information on sources of oyster production, a lower price, and certification f or safety.

並列關鍵字

Oyster ； seafood safety ； marine pollution ； consumer perception and seafood labeling