Consumer Emotional Response and Aesthetic Perception toward GM Ornamental Crops

消費者對基改花卉之情緒反應與美感知覺

詹蕙瑜(Hui-Yu Chan) ； 黃麗君(Li-Chun Huang)

《傳播與發展學報》 35期 (2020/12) Pp. 18-42

https://doi.org/10.6544/JCD.202012_(35).0002

摘要

As consumer acceptance of GM foods has been vigorously discussed, the attention being paid to non-food crops, such as ornamental plants, has been very limited. This deficiency may lead the policy makers to miss certain important information as setting the regulation for the development of GM agriculture. This study is addressed for this. This study investigates whether consumers' emotional response and aesthetic perceptions differ for GM flowers, and whether those differences vary across the levels of consumers' psychological traits of innovativeness and centrality of visual aesthetics (CVPA). With a within-subject experimental design and a sample of female college students, it was found that subjects' aesthetic perceptions differed significantly between GM and non-GM roses. Meanwhile, the subjects who had stronger psychological tendency toward both innovativeness and CVPA reacted more positively to the aesthetics of GM roses.

關鍵字

floriculture ； floral consumption ； floral market ； GMO ； ANCOVA

並列摘要

當學者熱切地探討消費者對基改食品的接受度之時，消費者對非食品類的基改作物（如基改花卉）的反應卻鮮少被注意。相關研究的缺乏可能導致決策者缺乏完善的參考資料以制定基改農業的管理政策，本研究之目的即在改變此缺失，旨在探討基改資訊的揭露是否會改變花卉消費者對花卉的情緒反應與美感知覺，並探討上述的改變是否會因個體的創新性與美感中心性（CVPA）的心理性狀之差異而有所不同。透過對女性大學生所進行的重複測量之實驗設計，本研究發現消費者對花卉的美感知覺會因基改資訊的揭露而有所不同，尤其具有高創新性與高美感中心性的受測者，其對基改花卉有較高的美感知覺回應。

並列關鍵字

花卉 ； 花卉消費 ； 花卉市場 ； GMO ； ANCOVA