計畫行為或經濟考量？富里鄉稻農有機農法採用之經濟分析

本文結合近期技術採用文獻在方法論上的發展，以臺灣有機農業發展早且成長穩定快速的花蓮縣富里鄉羅山有機村，及周圍村鎮的有機稻農與慣行稻農為研究母體，探討有機農法採用的重要影響因素。在計畫行為理論的架構下，本文檢視經濟考量及計畫行為理論各構面，對於農民有機農法採用行為所造成之影響。實證結果顯示，富里鄉稻農對資訊的態度及主觀社會規範分別對其採用有機農法的機率產生正向與負向的影響，而經濟考量則亦是影響農民採用有機農法的重要因素。進一步將有機農民依採用時點區分為早採用與晚採用農民，本文則發現早採用之農民主要是基於其對環境與健康的考量而採用有機農法，但晚採用農民的採用行為則主要受到經濟考量的影響。

關鍵字

有機農法；花蓮縣富里鄉；計畫行為理論；採用影響因素

並列摘要

Based on a synthesis of the methodological developments in technology adoption and social behavior, this study provides an empirical examination of the determining factors of organic farming adoption in Fuli Township of Hualien County. In addition to farmers' economic concerns, the associations of attitudes, social norm and perceived behavioral control are explicitly modelled to explain organic rice adoption under the theory of planned behavior. The empirical results indicate that while farmers' attitude towards information has a positive impact on the probability of adoption, social norm is one major factor that undermines farmers' adoption of organic rice. A further investigation considering possible behavioral difference between the early and late adopters suggests that the determining factors for the two groups of farmers are quite different; farmer's positive attitude towards environment and health is the major explanation for early adoption, whereas the late adopters are driven by their concern of the economic consequences.