大臺北地區消費者對ASC認證標章臺灣鯛之購買行為分析

Abstract

有鑑於養殖水產產量的比例越來越高，並隨著經濟的快速發展，消費型態的改變，養殖水產便成為解決市場大量需求的解決方法之一。並隨著環保意識的抬頭，生態標章便成為代表對環境友善的指標。本研究針對大臺北地區之消費者，對於附有ASC認證標章的臺灣鯛之購買行為，並估計消費者之效用以及願付價格。本研究採用面訪形式，利用選擇實驗法來估計消費者之效用函數與願付價格，並在實驗過程中檢視受訪者在提供訊息前後之效用與願付價格之變化。 結果顯示，本研究在提供消費者關於ASC認證標章的訊息後，受訪者對於ASC認證標章的偏好增加，且WTP顯著上升，表示可以透過提供資訊來影響消費者偏好與決策。 本研究建議在行銷策略上，可以針對中年女性為主要目標族群，因中年女性願意且有較高機率會購買附ASC認證標章的產品。並建議政府可以對於生態標章的資訊多加推廣，以提供訊息之方式來宣傳ASC認證標章，以推薦消費者能夠選擇對於環境較友善的產品。

In view of the increasing proportion of aquaculture production, the rapid development of economy, and the change of consumption patterns, aquaculture has become one of the solutions to solve large market demand. And with the rising awareness of the environment, ecological labels have become environmental-friendly indicators. This study used choice experiments method to analyze the purchasing behavior, estimated utility functions, and willingness to pay of the consumers in Greater Taipei area, of the tilapia with ASC certification label. Empirical results show that most respondents have a higher propensity to purchase the ASC certification label products. And the willingness to pay increased significantly after the information of ASC certification is provided. This indicated that it would be a possible way to provide information to consumers and influence their preferences and decision-making. This study suggested that the marketing strategy for ASC certification product could target middle-aged women and people with higher education. Because they have a higher chance to purchase the products with ASC certification label. Government could promote the ASC certification labels and other ecological labels to consumers with information, and also recommend consumers to choose the environmental-friendly products.