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Title: | 消費者對醜蔬果的知識、態度及購買行為之研究 A Study of Consumers' Knowledge, Attitudes, Purchasing Behavior on Ugly Fruits and Vegetables |
Authors: | Su-Man Lin 林素滿 |
Advisor: | 張靜貞(Ching-Cheng Chang) |
Keyword: | 醜蔬果,知識,態度,購買行為, Ugly fruit and vegetables,Knowledge,Attitude,Behavior,Consumer on-line survey, |
Publication Year : | 2019 |
Degree: | 碩士 |
Abstract: | 食物浪費一直以來是全球各國關注的議題,各國間也吹起一股搶救剩食的行動。從食物供應鏈來看,由生產端至消費者端都藏著看不見的浪費,而全球至少有五分之一的蔬果因為賣相不好,無法在市場上銷售,一方面造成水土資源利用的浪費,一方面也會增加食物供應鏈的成本,最終也會成為消費者的負擔。為減少這種浪費的產生,本研究透過國外文獻的探討,設計結構式消費者問卷來進行網路問卷調查,分析國人對醜蔬果的認知、態度與購買行為,並歸納出影響消費者購買醜蔬果的關鍵因素。本研究共回收442份問卷,扣除無效問卷後得有效問卷共435份。
分析結果發現,性別及教育程度對醜蔬果的認知有顯著的影響,而對醜蔬果態度上以年齡最為顯著,購買行為則以教育程度之影響較為顯著。再者對醜蔬果知識、態度與購買行為進行Pearson相關係數檢定時,發現醜蔬果的知識與購買行為呈現正相關,顯示國人對醜蔬果的認知程度越高,其購買意願與行為也會提高。根據上述研究結果,政府與零售業者可以透過教育宣導來增進消費者對醜蔬果的知識與態度,翻轉消費者對醜蔬果的制式印象,進而引導其購買的行為,也可嘗試透過新的行銷方式或是創造醜蔬果的新食用價值,雙管齊下,同時在生產端與消費端共同為醜蔬果創造商機,落實友善大地之永續發展目標。 Food waste has always been a topic of concern to all countries in the world, and there has been an action among all countries to rescue leftovers. From the perspective of the food supply chain, invisible waste is hidden from the production end to the consumer side. At least one-fifth of the world's fruits and vegetables are not sold in the market because of poor appearances, representing a substantial waste of land and water resources. The waste, on the one hand, will increase the cost of the food supply chain and will eventually become a burden on consumers. In order to reduce such type of waste, this study designed a structured consumer questionnaire to conduct an on-line survey through literature review. The main purpose is to analyze the cognition, attitude and purchasing behavior of consumers in Taiwan and identify the key influencing factors. A total of 442 questionnaires were collected and 435 valid questionnaires were obtained after deleting those invalid ones. The analysis found that gender and education level have a significant impact on the perception of ugly fruits and vegetables. Age is the most significant factor on respondents’ attitudes, while education has more prominent impact on their purchasing behavior. In addition, the Pearson correlation coefficient for the knowledge, attitude and purchasing behavior showed that the knowledge of ugly fruits and fruits was positively correlated with the purchasing behavior, indicating that the higher the knowledge of ugly fruits and vegetables, the higher the willingness to purchase. According to the above findings, the government and retailers can use education to promote consumers' knowledge and attitude towards ugly fruits and vegetables, change consumers' perceptions to embrace ugly fruits and vegetables, and then guide them to change their behaviors. On the other hand, the retailers can also try new marketing strategies and create new edible values of ugly fruits and vegetables. The two-pronged approach will bring new end-to-end business opportunities for ugly fruits and vegetables while reaching the environmental-friendly sustainable development goals of friendly land. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/21434 |
DOI: | 10.6342/NTU201802509 |
Fulltext Rights: | 未授權 |
Appears in Collections: | 農業經濟學系 |
Files in This Item:
File | Size | Format | |
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ntu-108-1.pdf Restricted Access | 2.2 MB | Adobe PDF |
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