消費者對有機餐廳的認知與接受度之研究

A Study on Consumer’s Cognitions and Acceptances of Organic Restaurants in Taiwan

林芳玫(LIN FANG-MEI)

指導教授 ： 羅鳳恩

亞洲大學/管理學院/休閒與遊憩管理學系碩士在職專班/碩士(2011年)

摘要

農藥及化學物質之濫用使人們意識到食品安全之重要性，不使用農藥及化學肥料之有機產品應運而生；本研究欲探討有機產品認知、環保理念，消費者對有機餐廳的認知與接受度的影響，以提供有機餐廳經營者擬定行銷策略與活動設計上之重要參考依據。本研究以問卷調查法進行研究，採便利抽樣的方法於2011年2月至3月發放問卷，共發放700份問卷，實得有效樣本數為538份，有效樣本率為77.9%；將所得資料分析後，研究結果發現如下：
一、 受訪者對「有機食品及環境保育認知」的答對率為86.8%，認知程度良好。
二、 受訪者的食用有機食品或至有機餐廳用餐之動機，主要以環保因素為考量，其次是為了健康。
三、 受訪者之至有機餐廳用餐之最大阻礙是「我不相信有機餐廳提供的食材全是有機農產品」。
四、 受訪者之至有機餐廳用餐態度，以有機餐廳要由政府來驗證登記認同度最大；而受訪者之選擇有機食品或有機餐飲之接受度為中上程度。
五、 受訪者選用有機餐廳消息來源及有機食品相關知識主要來源主要以親朋好友介紹的。
六、年齡>25歲受訪者對食用有機食品或至有機餐廳用餐總動機大於年齡<25歲受訪者之總動機。
七、年齡>25歲受訪者對至有機餐廳用餐總阻礙大於年齡<25歲受訪者之總阻礙。
八、受訪者食用有機食品或至有機餐廳用餐之總動機越高，影響選擇有機食品或有機餐飲的總接受度越高。
九、受訪者食用有機食品或至有機餐廳用餐之總阻礙越高，影響其選擇有機食品或有機餐飲的總接受度越高。
由以上結果可知，受訪者對市面上有機食品或餐廳普遍沒有信心，因此政府對有機產品之認證及推廣必需更加積極，以確保民眾健康。

關鍵字

有機食品 ； 有機餐廳 ； 認知 ； 態度

並列摘要

Because of pesticides and chemicals abuses, people became to understand the importance of food safety. Products with no pesticides and chemical fertilizers are considered as organic products. This study was to investigate the organic product cognitions, environmental philosophy, consumers’ cognitions and acceptances of organic restaurants. The results of this study is hoped to provide marketing strategies and promotion activities to related organic manufactures. Seven hundred people were selected in this cross-sectional, descriptive study by using a structured questionnaire. Five hundred and thirty and eight valid data were used to analyze as the results, the valid corresponding rate was 77.9 %. The surveys were conducted during the period of February to March 2011. The results of this study were the followings:
1. The respondents had good cognitions of organic foods and environmental conservation, the correct responding rate was 86.8 %.
2. Environmental conservation and health were the top two respondents’ motivations to consume organic foods or organic restaurants.
3. The most constraint to eat at organic restaurants was not to believe that all products at organic restaurants were not organic.
4. Organic restaurants should get a certification authorized from Governments was the most respondents’ agreed attitudes. And respondents had well acceptances of organic products or organic restaurants.
5. Friends and relatives were the main resources to get knowledge of organic foods and information organic restaurants.
6. Over 25 year-old respondents had more motivations to have organic foods or eat at organic restaurants than the ones aged less than 25 year-old.
7. Over 25 year-old respondents had also more constraints to eat at organic restaurants than the ones aged less than 25 year-old.
8. The more motivations influenced more respondents’ acceptances to have organic foods or eat at organic restaurants.
9. The more constraints influenced more respondents’ acceptances to have organic foods or eat at organic restaurants.
According to the results of this study, we can know that respondents fad less confidents of organic foods or organic restaurants. Therefore, Governments should put more efforts on the certifications and promotion of organic products to assurance people’s health.

並列關鍵字

organic food ； organic restaurant ； cognition ； attitude

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