有機產品消費者行為與行銷策略之研究

A Study of Consumers’ Behavior and Marketing Strategy of Organic Product in Taiwan

林沂樺(lin i hua)

指導教授 ： 彭作奎

亞洲大學/管理學院/經營管理學系碩士班/碩士(2007年)

摘要

近年來，包括美國、日本和歐盟等世界先進國家都大力推廣有機農業。就國內消費者而言，隨著所得逐年提高，國人日益重視食的安全、新鮮及健康，消費型態亦漸漸轉變。許多廠商非常看好有機產品市場。在市場逐漸擴大的環境中，業者如何掌握消費者的需求及特性是本研究之主要動機。本研究針對有機產品消費者之行為與需求作動向調查，藉此研究之結果擬探討與了解消費者在所重視的因素與消費情境、購買習慣、購買通路、人口統計變數上之特徵等等，做深入了解與研究。有機農產品與一般農產品之不同，不在於外觀或可感受的
實體差異。消費者對於認證機構、親友的推薦及生產者的信任是影響消費者購買的重要因素。所以有機農業產業中的策略聯盟，不但應重視行銷效能之增進，更應以加強消費者的信任為重要任務。

關鍵字

有機產品 ； 消費者行為 ； 行銷策略

並列摘要

Most of developed countries, such as U.S.A., Japan, European Union etc, are popularizing the organic agriculture in recent year. In Taiwan, as per capita income increase, consumers will increase concern the safety & fresh of food, and their own health. Therefore, people’s consumption type will also be changed. Many companies expect the market of organic product will be potentially grown. Along with market expanding, what the impact factors on the organic product demand and the characters of consumers are critical issues. The paper studies the relationship between the behavior and demand of consumers for organic product. Consumers
care, including the service of salesclerk, purchasing habits, purchasing place, gender, age etc, has been discussed. The conclusions show that the accreditation institution, friends’ recommend, and the trust for suppliers are the main factors to impact consumers’ willing to purchase organic products. Therefore, the strategic alliance of the agricultural product suppliers should not only aim at improvement of marketing efficiency, how to increase the consumers’ trust is equally critical.

並列關鍵字

Organic products ； Consumer behaviors ； Marketing Strategy

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