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標題: | 新北市國中小學家長為孩童有機營養午餐之支付意願——計畫行為理論的解析 An Evaluation of Parents’ Willingness to Pay for Organic Lunch for Compulsory School in New Taipei City: An Application of Planned Behavior Theory |
作者: | Young-Fu Wang 王永福 |
指導教授: | 吳珮瑛(Pei-Ing Wu) |
關鍵字: | 計畫行為理論,營養午餐,支付價格,有機蔬菜,順序 probit 模型,Probit 模型,Tobit 模型, Planned behavior theory,Nutrition lunch,Willingness to pay,Organic vegetable,Order probit model,Probit model,Tobit model, |
出版年 : | 2020 |
學位: | 碩士 |
摘要: | 摘要 行政院農業委員會積極輔導農友擴大有機農業生產,並強化行銷通路,以促進國內有機農業之發展,因此提升有機蔬菜的消費量相對重要。新北市為推動補助國中小學,學校營養午餐食用有機蔬菜時間最久之縣市,本研究應用計畫行為理論,探討新北市國中小學家長之人口社經背景與有機蔬菜消費之態度、主觀規範、知覺行為控制,對有機營養午餐支付意願、學童在校有機營養午餐一餐及整週的願意支付金額、進而探討家中有無食用有機蔬菜及對家長購買有機蔬菜行為意願的影響。 實證結果顯示,生活滿意度越高者對購買有機蔬菜的行為意願也越高,家庭年收入越高者對購買有機蔬菜的行為意願也越高,受訪家長對有機蔬菜的消費態度、主觀規範及知覺行為控制對消費行為意願均有顯著影響。研究結果亦顯示,有近七成的家長願意自行支付,目前政府對學校所補助一餐食用有機蔬菜營養午餐的費用,且平均每餐願意支付6.58元;進而一週願意平均再增加支付2.2餐,亦即每週願意多支付14.47元。同時也有八成的家長家中平時也會購買有機蔬菜,平均一週購買有機蔬菜為4.3餐。新北市國中小學目前營養午餐食用有機蔬菜量佔全國生產總量的3.72%,家長願意支付費用再增加2.2餐,意即可增加2.2倍,佔全國生產總量8.18%的有機蔬菜的消費量。 Abstract In order to promote the development of organic agricultural products, strengthen the marketing channel and increase the consumption play an important role. New Taipei City has subsidizes the students in the compulsory schools one meal of organic vegetable nutrition lunch every week for about seven years and has the longest history among all cities and counties in Taiwan. A planned behavior theory is adopted to explore the willingness and willingness to pay of socio-demographic background, attitude, subject normal, and perceived behavior control toward the consumption of organic vegetable for students’ parents in the city. Moreover, same theory is also applied to discover the impact of organic vegetable consumption and purchase at home for students. The results show that the higher the satisfaction of living and the higher income is the hither willingness of students’ parents purchase organic vegetable. Furthermore, the attitude, subject normal, and perceived behavior control has significant impact on the consumption of organic vegetable for students’ parents. Specifically, there are 70% of parents who are willing to pay the one meal subsidized organic nutrition lunch and the average willingness to pay is NT$ 6.58. The parents on average further wish to increase 2.2 meals of organic nutrition lunch weekly. This will bring about the parents to pay NT$ 14.47 more a week. It is also known that there are 80% of students’ family purchase organic vegetables at home and they serve 4.3 meals out of 14 meals a week in total. The total consumption of organic vegetable in New Taipei City now takes 3.72% of total production in Taiwan. The results indicate there is potential to consume up to 8.18% of total organic vegetable production for the whole country through compulsory schools nutrition lunch. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/8487 |
DOI: | 10.6342/NTU202001108 |
全文授權: | 同意授權(全球公開) |
顯示於系所單位: | 農業經濟學系 |
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U0001-2206202021570600.pdf | 2.21 MB | Adobe PDF | 檢視/開啟 |
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