消費者對農產品安全的信任

Consumer Trust in the Safety of Agricultural Products

江采潔(Tsai-Jie Jiang) ； 邱玉蟬(Yu-Chan Chiu)

《農業推廣學報》 31期 (2014/07) Pp. 25-44

https://doi.org/10.29788/RAES.201407_(31).0002

摘要

農業朝向現代化發展，化肥、農藥、食品添加物和動物用藥引起的食品安全問題，使消費者籠罩在健康風險的陰影下；近年來農藥殘留、假有機等事件時有所聞，也引發消費者對食品安全的信任危機、打擊農產銷售。「信任」在農產品的購買上扮演重要角色。消費者如果對產品有信心，就會有較高的再購意願與顧客忠誠度，得以建立買賣雙方長期利益關係。本研究以質性訪談法探討消費者如何產生對農產品安全的信任，她們信任的是什麼。結果指出信任對象包括農產供應組織與個人、人際網絡、科學專家、監督把關者以及制度；信任要素包括科學理性、產品資訊、組織或個人之責任感與形象，以及消費者認同感。據此，建議農政單位及業者加強專家與民眾之溝通、產品資訊透明化以及商譽誠信的建立與維護，以增進消費者對安全農產品之信任。

關鍵字

農產品 ； 安全 ； 信任 ； 消費者 ； 質性研究 ； 深度訪談

並列摘要

With the development of globalization, agriculture has become a large-scale production mode. Fertilizers, pesticides, food additives, and veterinary drugs have been used widely. Food industry and consumer are all concerned about food safety issues. Under a relatively objective certification system, Taiwanese agricultural products, including organic foods, are often found containing pesticide residues, and the public still do not believe the organic certification. This study used semi-structured interview method to understand what the consumer trusted sources are, and how consumer build trust in products. Results indicate that trusted sources include agricultural products supply chain organizations and individuals, interpersonal networks, scientific experts, gatekeepers, and social systems. Meanwhile, this study also indicates that trust factors consist of scientific rationality, product information, organization or individual's responsibility and image, as well as consumer's sense of identification. Based on these findings, we propose that agricultural authorities, producers and related industry should strengthen communication between science experts and the public, provide product information publicly, as well as maintain good reputation.

並列關鍵字

Agricultural products ； Safety ； Trust ； Consumer ； Qualitative research ； In-depth interviews