消費者對咖啡認證標籤偏好及願付價格之研究

隨著消費者對於安全、健康及環保的飲食概念越來越重視，亦開始注重環境生態保護及永續發展的問題，因此，認證標籤成了幫助消費者評估食品安全、健康及環保的重要工具。近年來在咖啡市場上陸續推出如公平貿易、雨林聯盟和有機認證等認證標籤，但較少從環境關注的角度探討消費者對友善環境屬性之認知，故引發本研究之動機。本研究首先將咖啡認證的屬性區分為公平貿易、有機、環境友善、生產履歷及分級認證，並應用選擇實驗法(Choice Experiment Method, CEM)建構「咖啡認證屬性效用模型」，其次，藉由多元羅吉特模型(Multinomial Logit, MNL)及隨機參數羅吉特模型(Random Rarameter Logit, RPL)推估咖啡認證效用函數，探討各屬性邊際願付價格(MWTP)之差異性。本研究採立意抽樣法，共發放506份問卷，扣除無效問卷後，有效問卷為401份，有效問卷回收率為79.2%。研究結果發現：(1)受訪者對咖啡認證屬性中，最重視的為生產履歷，其次依序為有機認證、分級認證以及環境友善認證，最後為公平貿易認證；(2)受訪者對各屬性之願付價格由高至低依序為：生產履歷(7.75%)、有機認證(6.20%)、分級認證(5.04%)、環境友善認證(4.31%)及公平貿易認證(3.40%)；(3)受訪者認為若咖啡產品同時具有有機認證、分級認證以及生產履歷等認證標籤組合，將能提升受訪者對咖啡認證的整體效用；(4)利用MNL與RPL對於咖啡認證進行評估，其研究結果皆呈現受訪者對於生產履歷、有機認證、分級認證、環境友善認證及公平貿易認證的偏好，受訪者偏好改變目前咖啡認證標籤現況；另RPL也反應受訪者在環境友善認證及分級認證兩屬性上有所差異；(5)環境友善認證以國中以下的受訪者願付價格最高，而分級認證的願付價格以46歲以上、大專院校以上以及個人月收入在70,001元以上的受訪者願付價格較高。藉由上述研究結果，提供給政府相關單位做為政策制定的參考，同時亦可幫助咖啡業者針對消費者所重視之屬性制訂有效的行銷策略，進一步提高願付價格與購買意願。

關鍵字

咖啡認證；選擇實驗法；願付價格

並列摘要

As consumers pay more attention to the concepts of the health diet, safety, and environmental protection, consumers begin to care about ecological conservation and sustainable development, therefore, certification labels become important tools that help them evaluate the sustainability of food. Recently, there are more certification labels in the coffee market such as fair trade, rainforest alliance, and organic coffee and so on. Fewer studies have investigated consumer perceptions of environmentally friendly attributes. This study emphasize on using Choice Experiment Method (CEM) to establish a random utility model for coffee certification, which includes coffee certification attributes such as fair trade, organic, environmentally friendly, traceability and grading system through the Multinomial Logit (MNL), Random Rarameter Logit (RPL). A total number of 401 usable samples were collected by purposive sampling. The rate of valid returns was 79.2%. The results state that: (1) the most important coffee certification was traceability. (2) Respondents’ willingness to pay from high to low is traceability (7.75%), organic (6.20%), grading system (5.04%), environment friendly (4.31%) and fair trade (3.40%). (3) The best economic benefits for the coffee certification is by increasing organic, grading system and traceability at the same time. (4) Generally, respondent prefers the change the status quo, also increasing fair trade, organic, environmentally friendly, traceability and grading system. And the results of multinomial logit (MNL) are similar to the results from random parameter logit (RPL) model. (5) In the respondents different socioeconomic backgrounds in coffee certifications are willing to pay the value of the characteristic attributes. The findings provide crucial insights into coffee marketing by suggesting the government and coffee industry to develop practical marketing strategies to increase consumer's willingness to pay and purchase intention.