金門農產品標章消費認知與市場區隔分析

Perceiving and Segmenting for Consuming the Certified Label of Agricultural Products in Kinmen Area

黃錦煌(Chin-Huang Huang) ； 林正士(Cheng-Shih Lin) ； 郭岑伊(Tsen-I Kuo) ； 李能慧(Neng-Huei Lee)

《行銷評論》 8卷3期 (2011/09) Pp. 315-330

https://doi.org/10.29931/MR.201109.0002

摘要

為保障消費者的消費農產品的安全，提高消費者購安全蔬菜之意願，金門縣政府發展「金門蔬果安全標章」來提升農產品食品安全與品質。本研究實地訪問消費者的結果顯示，有92%的消費者認識CAS有機標章，而且重視農產品保存期限的日期標示、蔬果的新鮮度、產品是否受到環境汙染與產品是否有農藥殘留等項目。由集群分析進行結果顯示，受訪民眾可區分為高度安全認知集群、CAS有機消費集群與重視產銷履歷集群，其中全面性安全集群對於選擇提升安全農業品質方案的比率以有機農業最高，願意增加採購次數也最高。而CAS有機集群則是對於有機農業產品願付增加支付的金額最高。

關鍵字

安全農業 ； 有機農業 ； 消費者行為 ； 市場區隔

並列摘要

Kinmen County has developed ”Certification of Kinmen Safety Vegetables and Fruits” to raise the food safety and quality for produce, hoping to increase Kinman's willingness to buy agricultural products. This research interviewed consumers on the spot and found that 92% of them are able to recognize CAS organic label. And they value certain items a lot, such as the mark of preservation time limit, the freshness of food and if the products are contaminated by the environment and pesticide residue. Based on cluster analyzing to segment the market, the public can be separated into the cluster of high comprehensive safety perception, the cluster of consuming CAS organic label and the cluster of valuing produce-selling history. Among the three groups, the first group stands for organic agricultures in the project of enhancing produce safety and is willing to .increase the highest level of frequency for consumption. On the other hand, those in the second group are willing to pay the largest premium for organic products.

並列關鍵字

safe agriculture ； organic agriculture ； consumer behavior ； market segmentation

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