消費者對有機農產品之知識與消費分析

Cognition and Consumptive Analysis of Organic Agricultural Products for Consumers

劉思岑(Shih-Tsen Liu) ； 李雅慧(Ya-Hui Lee)

《台灣農學會報》 11卷5期 (2010/10) Pp. 488-500

https://doi.org/10.6730/JAAT.201010_11(5).0006

摘要

本研究旨在針對台灣消費者對有機農產品之知識概念和消費現況進行分析，研究採用問卷調查法，針對北中高三市市民發出600份問卷，回收有效問卷共412份。研究結果發現：消費者的有機知識概念仍不足，尤以「有機食品安全」面向的答對率最低，對於有機蔬菜的保鮮度及烹飪方式等知識有誤解存在，此外消費者的有機知識概念隨年齡、婚姻狀況、有無小孩、教育程度及職業的不同而有顯著差異；而消費者的購買動機主要以健康為考量，其次是為了保護環境；購買頻率以有機的蔬果較高；且購買地點主要集中在方便直接選購的地點；而消費者獲取資訊的來源主要是經由親友介紹與大眾傳播管道；但消費者購買有機農產品仍存有若干阻礙，其中以有機農產品價格高和假有機產品多，是影響其不購買的最主要因素。此外消費者的購買與否和頻率也隨居住地、年齡、婚姻狀況、有無小孩及家庭月收入的不同等因素而有顯著差異。建議政府及有機農業相關單位善用大眾傳播管道做教育宣導，並嚴格執行假有機產品的取締；而有機農產品生產及銷售單位也應致力降低售價以利銷售。

關鍵字

有機農產品 ； 有機知識 ； 有機農產消費行為

並列摘要

This study explored the status quo of cognition and consumption of organic agricultural products for consumers in Taiwan. The data were collected by a questionnaire survey. There were 600 questionnaires delivered and 412 valid ones retrieved in Taipei, Taichung and Kaohsiung Cities. The results are as follows: The consumers have deficient organic cognitive concepts, especially in relation to organic food safety. Moreover, there are differences in consumers' organic cognitive concepts in terms of age, marriage, children, education and occupation. The main motive is related to health and environmental protection. The most frequently-bought items are organic vegetables and the places purchases take place are in organic shops, wholesale marts and supermarkets. The sources of information include introductions from relatives and the mass media. There are still obstacles to buying organic agricultural products. For instance, high prices and false products are the two main factors preventing consumers from buying. Additionally, there are differences among consumers' purchasing and frequency in terms of domicile, age, marriage, children and family monthly income. It is advised that the government and other competent authorities employ the mass media for educational promotion with serious enforcement of banning against false organic agricultural products. Moreover, the production and marketing units of organic agricultural products should endeavor to reduce prices.

並列關鍵字

organic agricultural product ； organic cognitive concept ； organic consumptive