消費者對植物工廠蔬菜的認知與願付價格分析

NCUIR > School of Management at National Central University > Executive MBA > Electronic Thesis & Dissertation > Item 987654321/68554

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/68554

Title:	消費者對植物工廠蔬菜的認知與願付價格分析
Authors:	王招欽;Wang,Chao-Chin
Contributors:	高階主管企管碩士班
Keywords:	植物工廠;商標認知;願付價格;Plant Factory;Willingness-to-pay;cognition of trademark
Date:	2015-07-20
Issue Date:	2015-09-23 12:22:35 (UTC+8)
Publisher:	國立中央大學
Abstract:	摘要在食品安全與環境保護的議題所形成的潮流中，農企業經營者須思考如何生產供應符合相關法令與消費者需求的產品，近年來植物工廠蔬菜與有機蔬菜從理論上都可以提供消費者安全健康的蔬菜產品，其中植物工廠蔬菜強調不使用農藥、完全生產管控、全年無休的植物生產系統，但是從消費者的認知與實際消費行為中，有關對植物工廠蔬菜的認知與願付價格分析是未來擬定植物工廠蔬菜之行銷策略與訂價策略的發展重點。本研究探討台灣地區國人對植物工廠蔬菜的認知與願付價格。透過對消費者之消費習慣的了解，包括購買地點、種類偏好、購買頻率、購買金額、價格上限、標章認知與購買的主要原因等的分析，將植物工廠的蔬菜與傳統蔬菜(非有機)及有機蔬菜做對比，以了解消費者對植物工廠蔬菜，在認知與消費行為上，與其他的蔬菜有哪些的差異。本研究以一般民眾中主要的蔬菜購買者為研究對象，採用隨機抽樣方式以現場訪問進行調查，對600位符合條件的受訪者進行問卷填答，共計大台北200份、桃園新竹100份、台中100份、台南100份、高雄100份，共取得598份有效問卷。研究結果顯示:消費者對植物工廠蔬菜相關的認知，同意有不含重金屬、不使用農藥、硝酸鹽含量低、營養價值高、節約用水等優點，但對願付價格並沒有產生顯著的影響，可接受的價格介於傳統(非有機)蔬菜與有機蔬菜之間。而消費者的教育程度越高對蔬菜相關標章的認知也越高，同時對植物工廠蔬菜的購買意願及願付價格也越高。政府設立有機農產品(台灣有機農產品CAS標章)及安全蔬果(台灣安全蔬果標章吉園圃)兩個標章進行推廣，因目前法令限制，植物工廠蔬菜並無法申請適用有機農產品CAS標章，建議未來可思考是否設立植物工廠蔬菜的標章識別體系，除了增加消費者對標章的識別度，同時以產業的力量在品質部份與相關法規結合，進一步做好把關的工作，並建立一套行業可以依循的標準。 ;ABSTRACT With the trend of emphasis of food safety and environmental protection, agri-business managers have to think about how to produce and supply consumers products which meet consumers’ needs and compliance with relevant laws and regulations. Plant Factory is a year-round plant production system that emphasis on non-use pesticides and complete production control . It offers another choice for the consumers. Therefore, this study pays attention to the consumers’ awareness and willingness to pay for Plant Factory Vegetables. In this study, 600 consumers were interviewed in Taipei, Taoyuan, Hsinchu, Taichung, Tainan and Kaohsiung, between April and May 2015. The effective sample size is 598. The study shows that consumers agree that the benefits of Plant Factory Vegetables include no heavy metals, non-use pesticides, low nitrate and saving irrigation water. However, there is no significant effect of willingness-to-pay on Plant Factory Vegetables. The willingness to pay for Plant Factory Vegetables is between traditional vegetables (non-organic vegetables) and organic vegetables. The study also shows that consumers with high education have high awareness of brand and certification and willing to pay high for the vegetables. Now, there is no brand and certification for Plant Factory Vegetables. From the study, to set up brand and certification for Plant Factory Vegetables by the government is suggested in the future.
Appears in Collections:	[Executive MBA] Electronic Thesis & Dissertation

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