永續態度對有機雞蛋購買意願之影響

Abstract

臺灣於2018年通過《有機農業促進法》，以全國農業有機化做為目標，有機農業耕作面積逐年上升，屢創高峰。然而有機畜產業卻在法規成立後至今皆無明顯增加產量。隨著有機農產品與消費者的距離越來越近，有機雞蛋對消費者而言亦日漸熟悉。如何從消費者的價值觀與態度出發制定行銷策略是影響消費者購買意願的重要因素。本研究透過測量消費者的永續態度，包含健康意識、環境永續意識、動物福利意識與可追溯意識等，並以願付價格與消費者對有機雞蛋的知識掌握度作為干擾因素，希望瞭解各因子間交互影響之關係，給有機雞蛋業者與政府機構作為參考。 本研究於有機店與農民市集發放問卷，並取得396份有效問卷進行統計分析，分析方式採用敘述性統計分析、因素分析、獨立樣本t檢定、單因子變異數分析與迴歸分析等。 研究結果指出，健康意識、環境永續意識、動物福利意識與有機雞蛋購買意願之間有顯著正相關；可追溯性意識則無顯著影響。願付價格不會干擾永續態度在有機雞蛋購買意願的影響，願付價格是獨立且顯著影響購買意願的因素。而產品的知識掌握度會干擾永續態度對消費者購買有機雞蛋之意願。 建議有機雞蛋業者應強調有機雞蛋在健康、環境永續與動物福利上之價值；政府機構與業者皆應採取更多行動，例如食農教育或與企業建立ESG合作關係，使消費者對於有機雞蛋之知識掌握度提升，進而增加有機雞蛋之購買意願。

Taiwan passed the "Organic Agriculture Promotion Act" in 2018 to scale up organic farming nationwide. Since then, Organic crop Production has been increasing significantly. However, the organic livestock industry has remained low since the legislation. In recent years, Taiwanese consumers have become familiar with plant-based organic products; in contrast, organic animal product is still a niche market. This research focused on understanding the values and attitudes of consumers towards organic eggs and aims to investigate crucial factors influencing their purchase intention. This study measured consumers' sustainable attitudes, including health consciousness, environmental sustainability awareness, animal welfare awareness, and traceability awareness. Additionally, willingness to pay and consumers' knowledge perception of organic eggs are examined as moderating factors to explore their interactive effects. The author aimed to provide valuable insights for organic egg producers and government agencies to formulate effective promoting and marketing strategies for organic eggs. The study distributed questionnaires at organic stores and farmers' markets, collecting 396 valid responses for statistical analysis, including descriptive statistics, factor analysis, independent samples t-test, one-way ANOVA, and regression analysis. The findings revealed significant positive correlations among health consciousness, environmental sustainability awareness, animal welfare awareness, and consumers' purchase intention of organic eggs. However, traceability awareness does not exhibit a significant influence. Willingness to pay does not moderate the relationship between sustainable attitudes and consumers' purchase intention of organic eggs; however, it independently and significantly influences purchase intention. On the other hand, consumers' knowledge perception of organic eggs moderates the relationship between sustainable attitudes and their purchase intention. To conclude, the result of this study suggested that organic egg producers should emphasize the value of organic eggs in terms of health, environmental sustainability, and animal welfare. Both government agencies and producers should take more actions, such as food and agricultural education or establishing ESG collaborations with enterprises, to enhance consumers' knowledge perception of organic eggs and subsequently increase their purchase intention.