有機農產品消費者行為之研究

The Study of the Consumer Behavior on the Organic Agricultural Products

蔡進發(Chin-Fa Tsai) ； 林銘洲(Ming-Chou Lin) ； 李謀監(Mou-Jan Lee) ； 李瑞興(Ruey-Shing Lee)

《生物與休閒事業研究》 4卷2期 (2006/12) Pp. 16-38

https://doi.org/10.30133/BLIR.200612.0002

摘要

國內有機農產品需求面的消費人口不僅逐年增加，在供給面上，更吸引國內大企業如台塑、統一、味全等集團的宣佈加入有機農產品的生產行列。因此有關有機農產品消費者行為的研究也逐漸成為一個議題。
基於此，本研究將探討消費者對市售有機農產品的消費行為，希望了解有機農產品消費者的消費者特性與生活型態對於購買決策過程之影響程度？並檢視消費者購買有機農產品的動機為何？購買時選擇評估的因素又為何？結果發現：1.消費者對有機農產品的購買動機有四種：「醫療與養生」因素、「有機農業推廣」因素、「品質與環保」因素以及「時尚與心理」因素。2.根據購買動機加以分群，可將消費者分成如下三群：「注重品質與環保群」、「注重時尚心理與品質環保群」以及「注重醫療養生與有機農業推廣群」。3.消費者購買有機農產品時主要考慮三個因素：「驗證標示」因素、「行銷努力」因素以及「便利口感」因素。4.消費者特性、生活型態的不同會影響他們的購買動機與選擇評估行為。5.不同的購買動機也會有不同的選擇評估行為。

關鍵字

有機農產品 ； 消費者行為

並列摘要

On demand side, the consumption of the domestic organic agricultural products gradually increases year by year. On supply side, large domestic businesses, such as Formosa, Uni-President, and Wei-Chuan announced that they would start to produce organic agricultural products. Therefore, the research relating to the consumer behavior of the organic agricultural products gradually becomes a topic.
Therefore, this research examined consumption behavior for organic agricultural products in order to know how consumer characteristics and life style influenced the decision to buy. In addition, the research also obtained information about the motivations and consideration factors for buying organic agricultural products. The research findings were as follows:
1. Buying motivations of the organic agricultural products were as follows: medicine and regimen, organic agriculture promotion, quality and environmental protection, and fashion and psychology.
2. Based on buying motivations, there were three groups of consumers as follows: (1) quality and environmental protection group, (2) fashion, psychology, quality and environmental protection group, and (3) medicine, regimen, and organic agriculture promotion group.
3. When buying organic agricultural products, consumers considered three factors as particularly important: certification and grade labeling, marketing efforts, and convenience and mouthfeel.
4. Different consumer characteristics and life style would affect buying motivations and buying consideration factors.
5. Different buying motivations were associated with different buying consideration factors.

並列關鍵字

Organic Agricultural Products ； Consumer Behavior