責任消費、產品認知與購買動機關係之研究： 以國產有機玉米筍為例

Abstract

本研究旨在探討責任消費與產品認知如何影響消費者購買臺灣本地有機玉米筍的動機。臺灣有機農業在政府政策推動下逐步發展，然而消費市場成長有限，導致供需失衡與價格偏高等問題，限制產業永續發展。因此，本研究以國產有機玉米筍為研究對象，從責任消費層面切入，分析消費者的價值觀、信念、個人規範與態度等內在驅力，同時納入產品知識、感知價值、訊息搜尋與綠色信任等產品認知因素，探討其對購買意願的影響。本研究期望藉由實證分析，釐清影響購買動機的關鍵因子，並提出具體推廣策略建議，作為促進有機農業永續生產與消費的參考依據。

This study aims to explore how responsible consumption and product cognition influence consumers’ motivation to purchase locally grown organic baby corn in Taiwan. While Taiwan’s organic agriculture has gradually developed under government policy support, the limited growth of the consumer market has led to supply-demand imbalance and high prices, constraining the sustainable development of the industry. Therefore, this research focuses on locally produced organic baby corn and investigates the internal drivers of consumer behavior—such as values, beliefs, personal norms, and attitudes—from the perspective of responsible consumption. It also incorporates product perception factors, including product knowledge, perceived value, information search, and green trust, to examine their impact on purchase intention. Through empirical analysis, the study seeks to identify the key factors influencing consumer motivation and to propose concrete promotional strategies as a reference for promoting sustainable production and consumption in the organic agriculture sector.