屏東市消費者對有機蔬果之認知與消費行為研究

Consumers Perception and Consumption Behavior on Organic Products for Pingtung City

樊台聖(Tai-Sheng Fan) ； 李一靜(Yi-Ching Li) ； 葉憲弘(Hsien-Hung Yeh)

《台灣農學會報》 10卷6期 (2009/12) Pp. 504-519

https://doi.org/10.6730/JAAT.200912_10(6).0006

摘要

本研究探討不同個人背景因素及飲食習慣之消費者在有機蔬果認知與消費行為之現況。研究針對屏東市的成年消費者進行訪問調查，採用比例配額抽樣，共計拜訪1300人，回收有效問卷814份。結果發現，有超過七成的樣本食用過有機蔬果；取得有機蔬果的主要來源以「超市」為主；「健康的考量」是購買有機蔬果最主要的因素，而不曾購買有機蔬果主要是因為「取得不易」。受訪樣本中，教育程度愈高者、已婚者、個人平均月收入愈高者，對有機蔬果有較正確的認知；而對健康較為積極的飲食族群，食用有機蔬果的比例較高。根據研究結果，本研究提出適當的建議，以供有機蔬果業者經營管理及政府推廣有機蔬果生產政策之參考。

關鍵字

有機蔬果 ； 飲食習慣 ； 消費行為

並列摘要

This study investigated the current perception of and consuming behavior for organic products on consumers with different demographic characteristics and dietary habits. A quota sampling method was employed and 1300 residents of Pintung city were surveyed in total. Data for 814 subjects was collected by questionnaire and face-to-face interview. The statistical results revealed that more than 70% of the subjects had consumed organic products. Supermarkets were the most common places to purchase organic products. Health concern was the most important factor in purchasing organic products. The major reason for not consuming organic products was ”inaccessibility”. Married subjects, subjects with a higher educational level and with higher monthly income held a more positive conception of organic products. Groups with aggressive attitudes regardin ghealthy dietary habits consumed significantly more organic products than others. Based on the current findings, several suggestions for promoting organic product consumption are given.

並列關鍵字

Organic products ； dietary habits ； consumingbehavior