健康意識、食品安全和生活型態對有機農產品的態度和購買意向之分析

The role of health consciousness, food safety concern and lifestyle on attitudes and intentions towards organic food

郭石玲(Shih-Lin Kuo) ； 李明聰(Ming-Tsung Lee)

《商業現代化學刊》 8卷2期 (2016/10) Pp. 73-97

https://doi.org/10.6132/JCM.2016.8.2.05

摘要

本研究旨在探討高雄市消費者對有機農產品的購買意向，即消費者對有機農產品的態度、健康意識、關注食品安全及生活型態對購買意向的影響，並依據研究結果提出建言，以提供有機農產品之推廣單位與未來相關研究之參考。本研究根據文獻探討及相關實證之研究結果設計問卷並進行問卷調查。依研究目的及研究假設以敘述性統計、信度分析、項目分析、驗證性因素分析及結構方程式進行檢測。研究結果顯示「健康意識」、「關注食品安全」、「生活型態」及「有機農產品的態度」對「購買意向」皆呈顯著性正相關。本研究建議：相關單位在推動有機農業發展的同時，也要對食品安全問題嚴格把關，而有機農業之生產者，應確實遵守農政單位之規範，務必使消費者所擔心的食安問題降至最低，提供消費者健康安全營養之有機農產品，藉此提高消費者對有機農產品的購買意願。

關鍵字

健康意識 ； 關注食品安全 ； 生活型態 ； 態度及意向

並列摘要

The study aims to probe into the purchase intention of consumers in Kaohsiung City toward organic agricultural products. The study investigated that consumer in Kaohsiung City toward organic agricultural products, health consciousness, food safety concerns and lifestyle influence on purchase intentions. And proposed suggestions based on study results to serve as references for the promotion units of organic agricultural products and future researches. The study designed a questionnaire based on literature review and related empirical study results to conduct questionnaire survey. According to the purpose and hypothesis, use descriptive statistics, reliability analysis, item analysis, confirmatory factor analysis and structural equation modeling (SEM). In summary, attitudes toward organic agricultural products, health consciousness and purchase intentions achieved significant positive correlation. The study suggests that related units should take care about the food safety concerns while recommending organic agricultural products. The manufacturers of organic agriculture should be compliance with norms of the agricultural authorities, and minimize the food safety problems consumers worried. Provide the healthy and safe organic agricultural products to elevate consumers' purchase intentions toward organic agricultural products.

並列關鍵字

Health consciousness ； Food safety concern ； Lifestyle ； Attitudes and Intentions