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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/67324
標題: | 消費者對於農產品標章的認知、信任程度以及消費者行為之研究─以小白菜為例 A Study on the Consumer’s Perceptions, Trust, and Buying Behaviors of the Agricultural Labels of Cabbage |
作者: | Li-Ting Kuo 郭立婷 |
指導教授: | 王宏文(Hong-Wung Wang) |
關鍵字: | 食品標章制度,食品安全,農產品標章,消費者行為,信任,認知, Food Label System,Food Safety,Agricultural Labels,Consumer’s Behavior,Trust,Perception, |
出版年 : | 2017 |
學位: | 碩士 |
摘要: | 「民以食為天,食以安為先」,隨著社會經濟條件變遷,民眾對於食物的要求,從過去追求「量」的溫飽,進而注重「質」的面向,包括安全、品質、健康等等,然而,近年來我國的食安問題層出不窮,重創了民眾對於政府、食品廠商的信任。
現行我國蔬菜農產品有CAS、產銷履歷、有機農產品以及吉園圃四種,其各自認證的目的、要求標準和驗證流程也不盡相同,因此本研究參考過去有關消費者對於食品標章與購買決策關聯性的文獻,於台北市、新北市地區共發放300份有效問卷,探討目前我國消費者對於小白菜的標章認知、信任程度為何,其是否視標章為購買決策中的重要因素,以及其個人或家庭背景因素是否會造成對標章認知、信任程度和購買決策上不同的比較性研究。 研究顯示下列幾項結果: (一)民眾對於有機CAS標章具一定程度認知;(二) 消費者整體而言對於有機標章在各面向的看法最為正面,產料履歷其次,對吉園圃的認同較低;(三)消費者最信任的標章依次為產銷履歷、有機標章、吉園圃;(四) 消費者對具標章小白菜的願付價格為台幣25~27元。 As the public gradually take their eyes on food safety and quality, the government needs to take some actions in response to social needs. One of the effective ways is to build food label system; however, the food safety issues which happened one after another have seriously defeated the public’s trust toward food label system. Besides, the complicated and diverse food label system in our country confused the public. In terms of agricultural label system, it includes four certification systems, namely CAS, organic CAS, TAP and GAP, each of which has different certification process and purpose. Whether Taiwanese consumer could recognize the differences among these labels, trust the label system is the main course of the thesis. Therefore, the purpose of this thesis is to examine Taiwanese consumers’ perception, trust, buying behaviors and WTP toward different agricultural labels of cabbages. The result suggests that Taiwanese consumers recognize the agricultural label system to a certain extent and the consumers show more positive attitudes toward organic CAS and less positive toward GAP. However, during their purchasing decision, labels are not the key consideration for most consumers, yet consumers are willing to pay higher price to buy cabbages with agricultural labels. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/67324 |
DOI: | 10.6342/NTU201702473 |
全文授權: | 有償授權 |
顯示於系所單位: | 公共事務研究所 |
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