農民持續採用有機耕種行為意圖之研究：以計畫行為理論為基礎

Investigating the Behavioral Intentions of Farmers to Retain Organic Farming based on the Theory of Planned Behavior

10.6730/JAAT.201102_12(1).0006

王明妤(Ming-Yeu Wang)；林玠恒(Jie-Heng Lin)；方治文(Jr-Wen Fang)；凃安蓉(An-Rung Tu)；張甄育(Jen-Yu Chang)；林倩如(Chain-Ru Lin)

有機耕種 ； 計畫行為理論 ； 自我效能 ； 主觀規範 ； 有機農業 ； Organic farming ； Theory of planned behavior ； Self-efficacy ； Subjective norm ； Organic agriculture

台灣農學會報

12卷1期（2011 / 02 / 01）

68 - 88

繁體中文

有機農業是一種對環境友善的耕種方式，可降低因化學農藥使用對環境污染之衝擊。為了推動有機農業的發展，過去研究曾分別從消費者、產銷通路、有機農產品本身及相關生產技術進行研究，但尚無針對有機農戶進行深入探討。現今台灣仍有許多有機農戶雖然面臨著許多困難，仍持續堅持採用有機耕種。因此，本研究擬根據能適當地解釋人類行為的計畫行為理論，提出一個包含主觀規範、自我效能、知覺有用性及知覺易用性的模型，藉此深入探討有機農民持續採用有機耕種方式的行為意圖，並進一步了解此行為意圖的潛在影響原因。本研究以有機農業全球資訊網所提供的台灣有機農場的資料，透過郵寄問卷的方式收集樣本資料，並以結構方程模型分析提出的研究模型及假說。研究結果顯示，有機農戶採用有機耕種方式將會受本身的自我效能與其知覺的有用性的程度高低所影響；當農民相信自己擁有能力實施有機耕種方式且能解決其所遇到的困難，就會增強其使用有機耕種方式的程度；當農民認為他使用有機耕種方式是有用時，亦會提高其持續採用有機耕種的行為意圖。

Organic farming avoids using chemical pesticides and adopts natural cultivation techniques. Thus it is known as an environmentally friendly cultivation technique. To promote the development of organic farming, previous studies have examined topics related to organic farming, including organic consumers, channels of selling organic agricultural products, important attributes of organic agricultural products and organic production technologies. However, research on organic farmers' behaviors is still limited. Nowadays, many farmers insist on adopting organic farming despite suffering several difficulties. Their behavioral intention toward retaining organic farming and the factors driving them need to be discovered. Consequently, based on the theory of planned behavior, this study proposes a model comprised of a subjective norm, self-efficacy, perceived usefulness, perceived ease of use and the behavioral intention of adopting organic farming. This study gathered data through questionnaires mailed to the organic farmers listed in the Organic Agriculture Information Center. The proposed model and hypotheses were analyzed by structural equation models. The results revealed, for a farmer, the intention to adopt organic farming permanently was driven by his self-efficacy and his perception of usefulness. The more the farmers believed that they possess the capabilities to implement organic farming, the more they intended to adopt organic farming permanently. In addition, the more the farmers perceived the organic farming to be useful, the more they intended to adopt organic farming permanently.