食安風暴下綠色行銷對消費態度與購買意願之影響－以農產品產銷履歷為例

The Effects of Green Marketing on Consumer Attitudes and Purchase Intention under the Food Security Crisis-An Empirical Study of Traceability Agricultural Product

周秀蓉(Hsiu-Jung Chou) ； 張佳勳(Chia-Xun Chanh) ； 李翊禎(Yi-Chen Li) ； 陳怡均(Yi- Jun Chen) ； 葉昱琪(Yu-Qi Ye)

《商業現代化學刊》 8卷3期 (2017/08) Pp. 251-275

https://doi.org/10.6132/JCM.2017.8.4.14

摘要

台灣食安問題持續延燒，喚醒消費者對健康意識與食品安全的重視，因此開始注重食品的來源。農委會從2007年開始推動農產品的產銷履歷驗證制度，並採取嚴密的驗證體系，藉以保護國內消費者的飲食安全。因此本研究主要目的是希望藉由食安議題了解消費者的綠色消費態度以及是否願意購買具有產銷履歷認證的農產品，主要以曾經購買過農產品的消費者為調查對象，問卷於2015年10月初至11月底完成發放以及其回收與整理作業。本研究總共發出700份，總回收690份，回收率98%，扣除非正常性作答及不完整資料等無效問卷161份，有效問卷回收共535份，有效問卷回收率達76%。

關鍵字

綠色行銷 ； 知覺風險 ； 購買意願 ； 產銷履歷

並列摘要

Taiwan's food security problem is continuously spreading that it creates consumer awareness on the importance of health and food safety, therefore, began to focus on the food sources. In year 2007, COA Promote Traceability System for Agriculture, and take a rigorous verification system in order to protect domestic consumers of food safety. The main purpose of this study is to know more about food safety issues, to understand consumer attitude and the willingness to buy agricultural products that has traceability certification. This study analyzes the purchasing of consumer-oriented agricultural products. Questionnaires are distributed on the early date of October 2015, and recovered at the end of November. There are a total of 700 copies of questionnaires, and the total recovery of 690, which has recovery rate of 98%. After deducting the non-normal response and incomplete information, the researcher collected 161 copies, and a total of 535 valid questionnaires. Therefore, has 76% effective recovery rate.

並列關鍵字

green marketing ； perceived risk ； purchase intention ； traceability agricultural product