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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/64511


    Title: 消費者對有機蔬菜消費習性、市場之探討
    Authors: 徐盛永;Hsu,Sheng-yung
    Contributors: 高階主管企管碩士班
    Keywords: 消費者;有機蔬菜;認知;Consumer;organic vegetables;cognitive
    Date: 2014-06-27
    Issue Date: 2014-08-11 18:32:27 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 隨著工業化、都市化的加劇,人們生活的空間越來越小,加之科技發展,過度的使用化學肥料及農藥,提高生活農產品產值的結果,對環境造成破壞,連帶氣候也出現了劇烈的變化,不尋常的大雨、乾旱、地震、颶風等,都對人們的生活造成影響,而台灣每每在發生重大天災後,普羅大眾即需面對菜價格高漲的生活壓力,因此發展不使用化肥及農藥的有機蔬菜,對環境予以調整休息及保護,應能減低天災對人們日常生活的衝擊,滿足國人生活需求,並可緩解人民生活的壓力。
    同時,現代人對生活品質要求日益提高,對於營養健康也愈發重視,本研究係針對桃園地區消費者對有機蔬菜消費行為作探討,共發放220份問卷,扣除無效問卷,有效問卷213份,回收率達96.82%。所得資料以 "SPSS for Windows 19.0" 統計應用軟體進行描述性統計分析、次數分配表、信度分析、交叉表分析等進行探討。本研究問卷分為四部份:第一部份是受訪消費者基本資料;第二部份是消費者對有機蔬菜的消費習慣,包括購買有機蔬菜的地點、金額、頻率、考量因素等;第三部份是消費者對有機蔬菜的認知與行為,包括有機蔬菜的認證、安全性、價格等;第四部分是消費者對有機蔬菜消費經驗的滿意度,包括有機蔬菜的口感、標示說明、外觀新鮮度等。

    研究結果顯示,受訪消費者以女性為主,年齡以41~50歲的葷食習慣者居多,教育程度以大專為較大群組,家庭月收入所得則以30000~50000元最多,消費者普遍認為有機蔬菜會比一般蔬菜有營養且健康,由於有機蔬菜實質上並沒有任何治療疾病的功效,而且現階段無法確保市面上所有所謂的有機蔬菜即代表完全無施用化學肥料或無農藥的殘留,所以問卷結果顯示造成消費者對有機蔬菜的定義認知上並不一致,雖然如此,但有機蔬菜已漸漸為社會大眾所接受,高達五成以上的消費者每月超過2次以上購買有機蔬菜,顯示有機蔬菜的規模與影響力正在日漸擴大中。最後將研究結果歸納出對政府推廣有機蔬菜的建議,並將此次研究經驗提供給後續研究者,作為後續研究者精進研究的參考。;For industrialization and urbanization intensifies make the people′s lives space become increasingly smaller. Technological development cause excessive use of chemical fertilizers and pesticides to improve living agricultural produce output results. The earth environment has been damaged, and caused the climate dramatic change. Unusually heavy rains, drought, earthquakes, and hurricanes etc. bring extensive impact on people′s lives. Taiwan in the event of a major natural disaster was often that the general public needs to face the pressure of living soaring price of vegetables. Therefore, Taiwan should develop no use chemical fertilizers and pesticide organic vegetables to adjust and protect of the environment. The object is to reduce the natural disasters impact, to meet the living needs, and to ease the pressure of people′s lives.
    Meanwhile, the quality demand of life more increasing, and the nutrition and health are increasingly important. This study is investigated organic vegetable consumption behavior of consumers of the Taoyuan area. Total questionnaires were 220. We deducted invalid questionnaires to get 213 valid questionnaires. The recovery rate is 96.82%. Obtained data used "SPSS for Windows 19.0" statistical applications software to investigate the descriptive statistical analysis, times number distribution table, reliability analysis, and crosstab analysis. The questionnaire is divided into four parts: The first part is the basic information of consumers surveyed; Second part is the consumers for organic vegetable consumption habits, including buying organic vegetables location, amount, frequency, and other considerations etc.; The third part is the consumer perception and behavior of organic vegetables, including certified organic vegetables, safety, and price etc.; fourth part is the consumer satisfaction′s experienced of organic vegetable consumption, including organic vegetables taste, labeling instructions , the appearance of freshness and the like etc.
    The results show that respondents consumers predominantly female; The age was main from 41 to 50 years old; Mostly consumers were non-vegetarian habits; The level of education were mostly college; Mostly monthly family income were from 30,000 to 50,000 NT. Consumers are generally considered organic vegetables nutritious and healthier than ordinary vegetables. Due to the organic vegetables was essentially no treatment disease efficacy. Meanwhile, we cannot make sure that all market organic vegetables which represents completely without chemical fertilizers or pesticides residues. Therefore, the results of questionnaire showed that consumers were not consistent cognitive definition of organic vegetables. Nevertheless, organic vegetables had been gradually accepted by the public. Over half consumers were buy organic vegetables more than 2 times per month. Organic vegetables displayed the size and influence is increasingly expanding. Nevertheless, organic vegetables had been gradually accepted by the public. Over half consumers were bought more than 2 times per month of organic vegetables. It represents organic vegetables scale and influence increasingly expanding. Finally, the study results are summarized recommendations for the Government to promote organic vegetables. At the same time, the research experience was available to future researchers a further reference.
    Appears in Collections:[高階主管企管(EMBA)碩士班] 博碩士論文

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