To Explore the Correlation Between Consumer Behavior and the Perceived Value of Food Certification Among Taiwanese Consumers

Food safety issues have followed in recent years, reducing consumers' trust in government policies. An analysis of consumers' attitudes and behaviors towards food and their purchase behavior labels was conducted by conducting the ＂Food Certification Labeling Standards＂ survey, which aimed to assess whether the public trusts the relevant signs and whether they have a sense of trust in them. A total of 350 questionnaires were distributed in this study, of which 308 were valid, with a recovery rate of 88%. The questionnaire consisted of quantitative table variables: label identification, product trust, and purchase intention correlation. The results show that: (1) Consumers believe that standard seal cognition is valuable. (2) Consumers' perception of quality labels affects their trust in products. (3) Consumers significantly impact the perceived value of products. (4) Consumer goods trust has a significant positive impact on purchase intention. To sum up, when consumers trust food certification labels, it affects their purchasing power and willingness to spend. From this, it can be inferred that food certification labels are positively affecting consumers' consumption behavior.

關鍵字

Food Quality Certification ； Consumer Behavior

並列摘要

近年来食品安全问题接踵而至，降低了消费者对政府政策与食品安全的信任度。本研究通过公开网络问卷，针对消费者对于「食品认证标识」进行调查，分析受测者对认证食品的购买行与各项标识的态度和行为。本次研究共发放问卷350份，有效问卷308份，回收率为88%。问卷由定量表变数组成：卷标识别、产品信任度和购买意愿相关性。结果表明：（1）消费者对标章认知对知觉价值有显著正向影响。（2）消费者对标章认知对产品信任有显著正向影响。（3）消费者对知觉价值对产品信任有显著正向影响。（4）消费者产品信任对购买意愿有显著正向影响。显示当消费者对于食品认证标章富有信任之期待，整体会影响其购买力，由此可推估食品认证标章对于消费者购买意愿上具有正向影响力。结果显示，当消费者信任食品认证标签时，会影响他们的购买力和消费意愿。由此推断，食品认证标签正对消费者的消费行为产生积极影响。

並列關鍵字

認證食品；消費者行為

參考文獻

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