消費者對動物福利標章驗證制度之研究 -以酪農業為例

動物福利在處理經濟動物的相關議題時，僅僅著重在動物的生活環境與飼養的身心狀態。然而，經濟動物的畜養，在產業內，需要留意成本與效益的比例，同時也需要應付自由貿易條約下，與國外畜養產業的競爭。臺灣處於亞熱帶，氣候長年濕熱，並不利於畜產業的發展，因此，要留意牛隻畜養的環境與健康，符合動物福利的規範，其成本必然上漲。然而，消費者在食安問題日益嚴重的狀況下，越發重視畜產品本身的安全與可靠程度，因為這與健康有關。連帶，也更加關注動物福利議題。本研究欲了解消費者對動物福利與標章的認知和態度，是否會影響到畜產品的消費行為。研究者以動物福利標章認證的鮮乳為研究範圍，於2022年7-8月在10個和動物福利相關的Facebook粉絲頁和社團發放線上問卷網址，有效回收問卷共310份，有效回收率為62%；接著，使用統計軟體SPSS與AMOS進行資料分析。結果發現消費者的動物福利認知對於福利標章、態度及購買福利認證鮮乳有顯著影響；標章認知對於動物福利態度及購買福利認證鮮乳時也會有顯著影響；鮮乳的消費習慣及對於動物福利的態度都會影響認證鮮乳的購買意願。建議酪農業者與相關動物福利團體可以更強化於增加消費者對動物福利認證鮮乳的正向評價。農委會相關單位可以透過更多元的管道，傳達動物福利認證鮮乳對於環境的友善，對整體環境優化的影響與動福認證鮮乳和一般集約式餵養乳製品的優勢，增強消費者對動物福利認證鮮乳的正向評價，當整個市場上對於動福製品的接受度提高後，即有機會將提升國內的酪農產業與動物福利的發展。

關鍵字

動物福利；動物福利驗證標章；態度；購買意願；酪農業

並列摘要

When dealing with issues related to economic animal welfare, people usually focus their living environment, physical and mental well-beings. In recent decades, the raising of economic animals needs not only to concern the cost-benefit ratio, but also to compete with foreign livestock industries under free trade agreements. Taiwan is located in the subtropical zone. The climate is hot and humid all the year round, and is not conducive to the development of the livestock industry. Therefore, it will increase the cost when it is necessary to monitor the raising environment and health of cattle, and to meet the animal welfare regulations. However, consumers pay more attention to the safety and reliability of animal products due to food safety problems and animal welfare issues. The purpose of this study is to understand whether consumers' cognition and attitude towards animal welfare and labels would affect the consuming behavior of livestock products. Using fresh milk certified by animal welfare labels as an example, an online questionnaire survey was conducted on 10 animal welfare related Facebook fan pages and communities in July and August 2022. As of September 3, 2022, a total of 342 questionnaires were collected, excluding 32 missing answers and incorrect answers, and 310 valid questionnaires were collected, with a valid collection rate of 62%. A total of 310 valid questionnaires were assayed, and it was found that consumers’ animal welfare awareness had a significant impact on welfare labels, attitudes, and consumption of welfare-certified fresh milk. Also, label awareness had a significant impact on animal welfare attitudes and consumption of welfare-certified fresh milk. The consumption habits and the attitudes regarding animal welfare will affect the willingness to purchase certified fresh milk.