環境-健康價值觀對有機農產品消費意願的影響：檢視風險感知與制度信任的雙層調節效果

Abstract

首先，本研究企圖將環境、健康關懷整合為「環境-健康價值觀」，並探討環境-健康價值觀對有機農產品消費意願的影響，再進一步釐清風險感知調節環境-健康價值觀影響有機農產品消費意願的調節效果。最後，本研究檢視上述風險感知調節效果之制度信任差異性。資料使用臺灣社會變遷基本調查計劃第六期第四次風險社會組，以多重插補法進行樣本清理，最終分析樣本數為1975人，並使用次序邏輯迴歸進行分析。研究結果發現相較於無力關懷型者，兼顧關懷型、環境關懷型與健康關懷型有較高的有機農產品消費意願，但是對於需求兼顧型的人而言，若風險感知較高，則會進一步強化環境-健康價值觀的影響。此外，即使同樣風險感知較高的人之中，若其制度信任較高，則可以確認有機農產品能避免環境與健康風險，制度信任因而進一步強化風險感知的調節效果，即風險感知調節效果有制度信任的差異性。根據以上研究發現，未來若要進行有機農產品消費研究，不能僅考量個人環境-健康價值觀的影響效果，必須要同時檢視民眾的風險感知與制度信任對於環境-健康價值觀影響有機農產品消費意願的調節與再調節作用。

First, this study intends to combine environmental and health concern into environment-health values, and then tests the effect of environment-health values to purchase intention for organic foods. Second, this paper tries to investigate how a person’s risk perception moderates the impact of environment-health values to purchase intention for organic foods. Finally, the research also considers the difference of institutional trust variating the moderating effect of risk perception on the environment-health values influence on the purchase intention. Using multiple imputation method with the data, and we draw on 1975 adult samples from 2013 Taiwan Social Change Survey, a cross-sectional nationwide survey. This study then applies ordinal logit regression to answer the research questions. The analyses sugguest that environment-health values have impacts on purchase intention for organic foods. However, the moderaing effect of risk perception to environment-health values influence on purchase intention for organic foods only for people having higher environment and health concerns. Besides, the research analyses the institutional trust contingency: the moderating effect of risk perception is enforced among those with higher institutional trust. According to the results, future research should not only consider the influence of environment-health values, but also examine the potential moderating effect of risk perception and institutional trust at the same time.