有機與一般農產品之價差分析

Pricing Differentials between Organic and Ordinary Agricultural Produce in Taiwan

董時叡(Shih-Jui Tung) ； 黃雅芝(Ya-Chih Huang)

《台灣農學會報》 12卷2期 (2011/04) Pp. 89-104

https://doi.org/10.6730/JAAT.201104_12(2).0001

摘要

本研究藉由電話調查和定點查價，分別從消費者的價格認知和賣場價格的調查來瞭解有機農產品與一般農產品之價格落差，以及作物別和季節的差異。研究發現絕大部份的消費者都願意多花點錢購買有機農產品，但較易接受的價差範圍在10%~30%之間。就季節性來看，在春季的價格差異遠超過這個範圍，尤其是葉菜類。而夏季和冬季的平均價差則較符合消費者的期望；整體而言有機蔬菜類的平均價格相對於一般蔬菜是明顯高過於消費者期望。未來有機農產品在春季應該考慮降價，在夏季則可以適度地提高價格，藉由降低價差策略，以減少消費者對有機農產品價格太高的刻版印象。

關鍵字

有機農業 ； 有機農產品 ； 價格 ； 購買意願

並列摘要

This study explores the pricing differentials between organic and ordinary products by telephone survey and on-store price recording. Season-specific and crop-specific price differences were examined to unveil the reasons for the price differentials. The survey showed most respondents are willing to pay a 10%~30% premium for organic products. In terms of season's effect, the price differentials in spring are far beyond general consumers' expectation, while that of summer and winter are relatively fair. Overall, organic leaf vegetables have an unexpectedly higher price than ordinary vegetables. It is suggested the long-lasting pricing strategy of organic products be modified to fluctuate according to market rules to reduce the general price perception of organic food. For example, the general produce price in spring should be decreased, while that in summer should be increased.

並列關鍵字

organic agriculture ； organic product ； price ； willingness to pay premium