有機蔬菜生產者投入截切加工意願之研究

Abstract

本研究旨在探討有機蔬菜生產者投入截切加工的意願及其影響因素，以Ajzen (1985, 1991)所提出的計畫行為理論作為研究架構。利用問卷調查法收集資料，並以有機蔬菜生產者為調查對象，有效樣本數為223個。 台灣有機蔬菜種植面積從2020至2024年間則大幅增加了1.9倍。有機蔬菜生產者多數為男性，產地集中於中部地區，年齡主要在31歲至70歲之間，教育程度以專科大學為主。將近九成的生產者是個別農戶或合作社/農場經營者。主要經營模式是以供應特定通路和自產自銷為主，透過批發市場和線上平台直銷的比率均非常低。種植總面積呈現兩極化趨勢，一公頃以下小面積居多，但三公頃以上的大規模種植者亦佔五分之一。在種植種類方面，以短期葉菜類佔49.11%為最多，其次是包葉菜。 屬性比較發現，有分級加工或包裝經驗者，對截切有機蔬菜產業持較高肯定與認同態度。在年齡層比較中，31至40歲者比51至60歲者更願意未來參與有機蔬菜截切加工。公司法人的種植總面積較大，在截切加工的知識掌握、成本認知與市場參與態度上均較為積極。 經利用迴歸分析探討本研究理論架構與假設，結果顯示，有機蔬菜生產者的知覺行為控制對採用截切加工意向具有顯著正向影響。此外，採用截切加工意向與知覺行為控制對生產者參與截切加工之意願亦皆呈現顯著的正向影響。但採用截切加工態度對截切加工意向則呈現無顯著影響。主觀規範對截切加工意向呈現顯著的正向影響，此與研究假設相反，其主要原因是多數生產者對截切加工持正面看法，並認為有助於提升產品附加價值，而未考慮加工設備投資、技術需求、場域空間及市場規範等不利條件因素所致。

This study aims to explore the willingness of organic vegetable producers to engage in cutting and processing and its influencing factors. The study framework is based on the Theory of Planned Behavior (TPB) proposed by Ajzen (1985, 1991). Data was collected using a questionnaire survey, with organic vegetable producers as the survey subjects, and a valid sample size of 223. The area under organic vegetable cultivation in Taiwan increased significantly by 1.9 times between 2020 and 2024. The majority of organic vegetable producers are male, with production concentrated in central Taiwan. Their ages are mainly between 31 and 70 years old, and their education level is primarily junior college. Nearly 90% of producers are individual farmers or cooperative/farm operators. Their main business model is supplying specific channels and self-selling, with very low rates of direct sales through wholesale markets and online platforms. The total cultivation area shows a polarized trend, with small-scale cultivation (less than one hectare) being the most common, but large-scale growers (three hectares or more) also account for one-fifth. In terms of crop types, short-term leafy vegetables account for the largest share at 49.11%, followed by leafy greens. Attribute comparisons revealed that those with experience in grading, processing, or packaging held a higher level of positive attitude and acceptance towards the cut organic vegetable industry. In age group comparisons, those aged 31-40 were more willing to participate in organic vegetable cutting and processing in the future than those aged 51-60. Corporate entities with larger total planting areas were more proactive in terms of knowledge of cutting and processing, cost awareness, and market participation attitude. Regression analysis was used to explore the theoretical framework and assumptions of this study. The results showed that perceived behavioral control by organic vegetable producers had a significant positive impact on their intention to adopt cutting and processing. Furthermore, both intention to adopt cutting and processing and perceived behavioral control had significant positive impacts on producers' willingness to engage in cutting and processing. However, attitudes towards cutting and processing had no significant impact on intention to adopt cutting and processing. Subjective norms showed a significant positive impact on intention to adopt cutting and processing, which contradicted the research assumption. This is mainly because most producers hold a positive view of cutting and processing and believe it helps increase the added value of products, without considering unfavorable factors such as investment in processing equipment, technical requirements, site space and market regulations.