消費者對於動物福祉友善豬肉之認知與願付價格分析

The analysis of consumer awareness and willingness to pay for animal welfare-friendly pork products

洪兮雯(Hsi-Wen Hung) ； 李佳蓉(Chia-Jung Lee)

《畜產研究》 55卷1期 (2022/03) Pp. 68-80

https://doi.org/10.6991/JTLR.202203_55(1).0008

摘要

動物福祉是一個在全世界越來越受到關注的議題，想要促使更多生產者願意生產動物福祉友善的豬肉產品，需要消費者支持。本研究藉由問卷調查臺灣消費者基本資料、動物福祉認知、對於動物福祉政策面之期許、強制推行動物福祉會造成之影響、動物福祉友善豬肉願付價格與購買因素之資訊，探討臺灣消費者對於動物福祉友善豬肉之認知與願付價格的差異情形。研究統計108年度270份有效問卷，顯示大部分消費者自覺對於畜牧產品的生產及動物運送過程有一定程度的瞭解，但對於政府的政策方面認知較不足夠。有64.6%消費者對動物福祉友善豬肉之願付價格可提高5－10%，而有17%的消費者其願付價格可超過15%。在相關性方面，對政府的期許、動物福祉會造成之影響、購買因素與願付價格有顯著正相關。另外，本調查將受訪的消費者區分為「矛盾型」、「消極型」及「積極型」三類，積極型消費者對動物福祉友善豬肉產品具有最高的願付價格，該族群以51－60歲的人最多，重視動物福祉、食品安全及認證標章，對動物福祉概念有一定程度認知並且期許政府有所作為，故可選擇有這些特質之消費者，作為行銷動物福祉友善產品的目標對象。

關鍵字

集群分析 ； 問卷調查 ； 友善飼養 ； 豬隻

並列摘要

Animal welfare is an issue that drawing more and more attention all over the world. To encourage more production of animal welfare-friendly products, the support from consumers is quiet necessary. This survey was conducted to investigate the consumer awareness and willingness to pay for animal welfare-friendly pork products. A questionnaire was designed to collect meaningful data. The questionnaire comprises 6 major dimensions, including consumer background, awareness of animal welfare, expectations of animal welfare policies, effects of forcing animal welfare, willingness to pay, and the determinants of purchase. Among the 270 valid questionnaires conducted in 2019, 64.6% of consumers were willing to pay additional 5 - 10% in price on animal-welfare pork products, and 17% of consumers were willing to pay for more than 15%. There were positive correlations between expectations of animal welfare policies, effects of forcing animal welfare, the determinants of purchase and willingness to pay. Consumers in the survey were divided into three categories: contradictory, conservative and active. Active consumers showed highest willingness to pay for animal-friendly pork products. People in this group were mostly 51 to 60 years old, who paid attention to animal welfare, food safety and certification label. They tended to have a certain level of awareness of animal welfare and expected the government to do something for animal welfare. Consumers with these characteristics can be selected as targets for the marketing of animal welfare-friendly products.

並列關鍵字

Clustering analysis ； Questionnaire survey ； Animal-friendly raising ； Swine