消費倫理信念對購買社會企業農產品的意願之影響－以雙北地區消費者為例

The Influence of Consumer's Ethical Belief on Consumption Intention to Buy Enterprises' Agricultural Products: Consumers in Taipei City and New Taipei City

10.6730/JAAT.202104_21(3).0003

盧品涵(Pin-Han Lu)；王淑美(Shu-Mei Wang)

友善環境 ； 社會企業 ； 消費倫理信念 ； 消費意願 ； 農產品行銷 ； Friendly environment ； social enterprise ； ethical ； consumer ethics belief ； Consumption intention ； agricultural marketing

台灣農學會報

21卷3期（2021 / 04 / 01）

182 - 197

繁體中文

本研究旨在探討消費者的消費倫理信念對其購買社會企業農產品意願的影響。研究者以網路問卷針對臺北市和新北市民眾進行調查。本研究透過因素分析將具道德意識的消費者行為區分為「環境保護信念」與「社會責任信念」兩個構念，其中環境保護信念涉及消費者傾向購買對環境傷害較低的商品；而社會責任信念則與消費者之社會責任意識有關。此外，研究結果亦顯示，消費者的消費倫理信念對其購買社會企業農產品有正向的影響，其中環境保護信念的影響程度大於社會責任信念。另從人口變項差異分析可以發現，高齡者的消費倫理信念和購買意願，皆較其他年齡層的消費者強；月收入狀況愈佳的消費者會具備愈強的消費倫理信念，且對於社會企業農產品有更高的購買意願。

The purpose of this study was to explore the relationship between consumer' ethical beliefs and consumption intention to buy enterprises' agricultural products. Through a questionnaire survey of consumers in Taipei and New Taipei City, the consumers' ethical beliefs, consumption intention to buy enterprises' agricultural products and demographic variables were investigated. The factor analysis results divide the ethically minded consumer behavior (EMCB) proposed by Sudbury-Riley and Kohlbacher (2016) into two dimensions:＂environmental protection beliefs＂ and ＂social responsibility beliefs＂. Protection beliefs involve consumers tending to buy products that are less harmful to the environment; while social responsibility beliefs are related to consumers' responsibility awareness. In addition, the research results also show that consumers' consumption ethics beliefs are positively related to their purchase of social enterprises' agricultural products. As to the relationship, the degree of environmental protection beliefs is greater than that of social responsibility beliefs. As far as demographic distinctions are concerned, the consumers' ethical beliefs and consumption intention of older people are stronger than those of other age groups. In addition, consumers with better monthly income status have stronger consumer ethics beliefs and have a higher willingness to buy social enterprises' agricultural products.

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