有機農產品的消費研究

Study on Consumption of Organic Agricultural Products

林妙娟(Miao-Chuan Lin) ； 丁全孝(Chuan-Hsiao Ting)

《花蓮區農業改良場研究彙報》 17期 (1999/12) Pp. 23-45

https://doi.org/10.6957/RBHDAIS.199912.0023

摘要

本研究訪問404位消費者、74位生產者、25位銷售者，以及研究者親臨北、中、南所舉辦的三場「有機農產品展售會」會場觀察與訪談，獲得的資料，經整理分析探討，發現：受訪消費者多數的社經地位較高，但對有機農產品知識欠缺的仍佔27％，而購買態度表示支持的佔82％，對購買行為顯示重視與積極性的佔66％。消費者購買有機農產品的動機88％是為「健康」，32％是為「環保」；而生產者為「健康」而生產的比例佔46％，為「環保」而生產的比例佔29％；至於銷售者的經營理念主要是為「環保」，其次是為「健康」。影響有機農產品購買知識、態度、行為與購食頻率、需求程度等差異的因素，主要是自身及家屬的健康狀況，其次是教育程度和經濟狀況。消費者購買有機農產品主要項目為蔬果類及米。有54％生產者銷售管道以直銷消費者為主，而有80％以上銷售者認為貨品主要是由生產者直接進貨。對推廣有機農業，消費者和銷售者均表示樂觀，而生產者則不太樂觀，但均表示支持，並咸認應儘快推動「認證制度」、「增加銷售點」、「產銷一元化」、「加強教育及文宣的宣導」，並多舉辦促銷活動。

關鍵字

有機農業 ； 有機農產品 ； 消費行為

並列摘要

Through sorting, analyzing and ascertaining the information acquired from visiting 404 consumers, 74 producers and 25 sellers in addition to the researchers' personal observation of and visit to the three ”Organic Agricultural Products Fairs” held in north, central and south Taiwan, this study finds the following:Most of the visited consumers occupay a higher social and economic status but 27% of them are in short of the knowledge of orgainic agricultural products, 82% of them express support to purchase these products, and 66% of them indicate emphasis on positive purchasing behavior. As for their motivation of purchasing the organic agricultural products, 88% of them aim at ”health” and 32% of them aim at ”environmental protection”; but 46% producers' production is aimed at ”health” and 29% of it is aimed at ”environmental protection”; the sellers' primary managerial idea is ”environmental protection” and next comes ”health”. The primary factors of effect on such differences as the knowledge, attitude, behavior, frequency and demanding extent of purchasing the organic agricultural products consists in the health status of consumers and their family members and next comes their educational degree and economic status. The primary items of organic agricultural products purchased by the consumers are vegetable, fruit and rice. 54% producers' sales channel is direct sale to the consumers and over 80% sellers feel that the goods are directly delivered to them. For the extension of organic agriculture, both consumers and sellers do indicate optimistic but the producers feel not too optimistic. Nevertheless, the producers maintain that the ”attestation system”, ”increasing selling points”, ”integration of production and marketing” and ”stepping up educational and propaganda orientation” should be actuated as soon as possible and that the activities of sales promotion should be sponsored frequently.

並列關鍵字

organic farming ； organic products ； Consumption behavior