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標題: | 食農教育多元特徵價值評估––聯合分析法與計畫行為理論結合之分析 Evaluation of the Multi-feature Values for Agri-Food Education: An Analysis of The Theory of Planned Behavior and Conjoint Analysis |
作者: | 邱彥翔 Yan-Shiang Chiou |
指導教授: | 吳珮瑛 Pei-Ing Wu |
關鍵字: | 有機,動物福利,天然無添加,願付溢價,願付價格,多項羅吉特模型, organic,animal welfare,natural non-artificial additives,willingness to pay,willingness to pay premium,multinomial logistic model, |
出版年 : | 2023 |
學位: | 碩士 |
摘要: | 本研究結合聯合分析法和計畫行為理論,利用問卷調查的方式收集了448份臺北市和新北市消費者的數據,並選取食農教育多元特徵中的「有機耕種」、「友善飼養」和「天然無添加」等三項特徵與「良質白米」、「綠色葉菜」、「雞蛋」、「雞腿肉」、「醬油」和「果醬」等六種農產食品進行分析,目的是為評估消費者對於多元農產食品特徵組合的願付價格,並探討其選擇行為背後的驅動因素。
本研究同步估計了受訪者在面對多元特徵的優質農產食品時,對六項優質農產食品個別的願付溢價。結果顯示,受訪者對天然無添加醬油的願付溢價最高,而對有機綠色葉菜的願付溢價則相對較低。在進一步的估計結果中顯示,臺北市的居民以及從事金融業與服務業的受訪者願意為優質農產食品付出更高的價格。而在探討計畫行為理論三項因素對願付價格的影響時,發現消費者的態度對其願付價格有正向的顯著影響,主觀規範影響不顯著,知覺行為控制對願付價格有負向的顯著影響。 根據上述結果,本研究有效的建立了一個研究模型,用以理解消費者對多元農產食品之選擇行為下,各特徵的願付溢價及願付價格。而研究結果建議,通過食農教育提升消費者對食農教育多元特徵的認知,將有助於提高消費者對各項優質農產食品的願付價格。 This study combined conjoint analysis and the Theory of Planned Behavior and collected data from 448 consumers in Taipei City and New Taipei City through a questionnaire survey. Three characteristics of diversified agricultural products, namely "organic farming," "friendly rearing," and "natural additive-free," were selected along with six agricultural food products: "high-quality white rice," "green leafy vegetables," "eggs," "chicken leg meat," "soy sauce," and "fruit jam," for analysis. The aim was to evaluate consumers' willingness to pay for various combinations of diversified agricultural product characteristics and explore the driving factors behind their choice behavior. The study concurrently estimated respondents' willingness to pay a premium for each of the six high-quality agricultural food products when faced with diversified characteristics. The results indicated that respondents had the highest willingness to pay a premium for naturally additive-free soy sauce, while their willingness to pay a premium for organic green leafy vegetables was relatively lower. Further estimation results demonstrated that residents of Taipei City and those engaged in the financial and service industries were willing to pay higher prices for high-quality agricultural food products. When investigating the impact of the three factors of the Theory of Planned Behavior on willingness to pay, it was found that consumers' attitudes had a significant positive influence, subjective norms had no significant influence, and perceived behavioral control had a significant negative influence on willingness to pay. Based on these findings, this study has effectively established a research model to understand the willingness to pay for a specific basket of agricultural food products and the price premium of each feature under the consumers' choice behavior. The research results suggest that enhancing consumers' awareness of multiple characteristics of food and agricultural education through food and agricultural education will help to increase consumers' willingness to pay for various high-quality agricultural food products. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/90469 |
DOI: | 10.6342/NTU202301730 |
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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