Factors Affecting Consumers' Trust toward Food Safety Certification with Threat of Avian Influenza Outbreak in Taiwan: Evidence from Taipei Metropolitans

臺灣爆發禽流感的威脅下影響消費者信任食品安全認證的因素－以大臺北都會區為例

10.6181/agec.2013.51.01

黃明新(Min-Hsin Huang)；劉鋼(Ernest Kang Liu)；魯真(Jane Lu Hsu)；李皇照(Hwang-Jaw Lee)

禽流感 ； 食品安全認證 ； 消費者信賴度 ； 臺灣 ； 禽肉 ； Avian influenza ； Food safety certification ； Consumer trust ； Taiwan ； CAS ； Poultry meats

農業與經濟

51期（2013 / 12 / 01）

1 - 25

英文

在臺灣可能爆發禽流感的威脅下，消費者對於有食品安全認證的禽肉產品的信任程度與其購買意願為何？本研究利用2007年大臺北都會區之主要食物購買者所蒐集的調查資料，運用LOGIT和PROBIT等二元選擇模型來分析消費者對於CAS禽肉的信任度以及購買意願的影響因素分析。實證結果顯示：曾經購買過CAS禽肉以及認定CAS禽肉是「沒有汙染」、「安全無虞」的受訪者，會明顯提高對於CAS禽肉的信任度；而認定CAS禽肉是「衛生」、「安全無虞」的受訪者，則會顯著提高購買CAS禽肉的意願。相對其他教育程度的受訪者，大專以上學歷對於CAS禽肉的信任度和購買意願都顯著偏低之外，其他人口統計變數的影響並不顯著。因此，政府及相關機構或可從提高整體民眾的購買經驗以及提升消費者對於有食品安全認證禽肉產品的認識，進而提高消費者對於食品安全認證禽肉產品的信任度以及購買意願。

This study investigated the factors affecting consumers' trust and willingness to buy poultry products with food safety certification under the threat of a possible avian influenza outbreak in Taiwan. The survey data from primary food purchasers in the Taipei metropolitan areas were analyzed using binary choice models. Empirical results show that consumers who are familiar with the food safety certification and who consider the factors of ”free of pollution” and ”safe to eat” are significantly affecting consumers' trust while the factors of ”hygiene” and ”safe to eat” are significantly affecting consumers' willingness to buy poultry products with food safety certification. Most consumers' demographic characteristics are not crucial to determine the likelihood of trust and willingness to buy poultry products with food safety certification, except for college degree or above, presenting a negative influence on the likelihood of trust and willingness to buy poultry products with food safety certification. Implications for increasing overall public trust and confidence of food safety certification for policy-makers are discussed.

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