消費者對在地及環保標示食品之認知及購買行爲之探討

The Study of Consumer Perception and Purchasing Behaviors on Local and eco-labeled Foods

林希軒(Joseph S. S. Lin)

《華岡農科學報》 22期 (2008/12) Pp. 145-159

https://doi.org/10.29985/HKJA.200812.0009

摘要

在地飲食及環保標示食品是近來受到全球重視的“差異性”食品系統，也是目前企業化食品產銷系統運作下的一個覺醒與不同的選擇。而不同的消費族群對不同特性或附加價值的食品有不一樣的認知及消費意願，也就形成分眾之利基消費市場；透過對不同消費者背景條件、對商品的認知及其消費行爲的調查，可以告訴生產者如何傳遞有效的資訊給消費者，讓目標消費者產生較高的購買意願。本篇文章整理歐美研究人員關於在地飲食及環保標示食品的部分研究發表，主要內容爲消費者對在地及環保標示食品的認知與消費意願，並且分析消費者願付價格的意義及研究方法。文章中特別整理不同研究對願付價格的問券設計要點說明，以了解如何取得接近實際消費決策的結果。研究結果顯示消費者對在地及環保標示食品均有相當高的支持度，但高消費意願不一定會反應在實際的消費行爲上；願付價格的調查，可以協助研究人員了解消費者是否願意付出比一般食品高的價格來購買這些食品。另外，文中也提到可以利用標示設計或說明，將在地及環保標示食品的特質清楚地傳遞給消費者，將可提高其願付價格。最後，目前台灣有關在地飲食及環保標示食品的研究並不多，因此本篇報告所整理的相關研究主題與方向，可作為台灣學術界及相關單位進行本土調查研究之參考。

關鍵字

在地飲食 ； 環保標示 ； 願付價值 ； 公平交易 ； 蔭栽咖啡 ； 消費者認知

並列摘要

The study of consumer perception and purchasing behaviors on local and eco-labeled foods, from varied researches, were reviewed and organized. Local food and eco-labeled food are gaining their attention to the consumers, as considered the alternative and differentiated food choices from the conventional food supply chain. Many studies have revealed a trend that consumers have stronger preference for local and eco-labeled foods as they did. It is observed that consumer preference toward local and eco-labeled foods were significantly affected by their socio-demographic characteristics. However, the gap was noticed between what consumers say in hypothetical surveys and their actual consumption behaviors. Researches stated that the willingness-to-pay for both foods are overestimated and do not reflect the actual values of participants. Several researches placed special attention on the survey methods (ex. the design like forced choice, budget constrain reminder, and trade-off decision) to simulated the situation close to a typical purchasing decision, in order to avoid the hypothetical bias. It is indicated that the information provided to the consumers would greatly affect their perception and purchasing behavior on local and eco-labeled food. By using proper label design and other tools, the desired attributes and values of local and eco-labeled can be clearly conveyed to the consumer and, therefore, increase their willingness to pay premium for both foods. This reviewed paper also provides the ideas and direction, from the published studies, for those who are interested in the study of the consumer perception and purchasing behaviors on local and eco-labeled foods in Taiwan.

並列關鍵字

Local food ； Eco-label ； Willingness to pay WTP ； Fair trade ； Shade grown ； Consumer perception