Comparative Study of Consumer Perceptions of Organic Food in Taiwan and Australia

台灣與澳洲消費者對有機食品的認知研究

10.6995/JCTU.200801.0047

張惠香(Hui-Shung Chang)；魏逢亨(Feng-Heng Wei)；施靜君(Ching-Chun Shih)

有機食品 ； 消費者認知 ； 焦點小組 ； 有機認證 ； Organic food ； consumer perceptions ； focus group ； organic certification

建國科大學報

27卷2期（2008 / 01 / 01）

47 - 72

英文

近年來由於國人環保意識提升、對個人飲食健康愈加重視及對基因改造食品的疑慮增多，致使有機食品的市場需求急速升高。過去的研究曾指出有機食品的需求亦與經濟社會因素及消費者對有機作物的栽培與產品驗證的認可程度有關。本文旨在比較台灣與澳洲的有機食品認證機制，及一般消費者對有機食品的認知與態度，並藉此提供政府相關單位於制訂有機農業的政策時作爲參考依據。本研究運用焦點小組座談蒐集消費者對有機食品的認知與相關看法，結果顯示：(1)台澳兩國的有機食品消費者均同樣擔憂傳統農耕中大量使用化學藥劑而選擇有機食品，但相較於台灣消費者，澳洲的有機食品消費者更兼顧到對野生動物及環境的保護因素，(2)兩國的消費者對有機食品的購買均能忍受較高的價格，較差的產品外表，以及時有缺貨的不便，(3)兩國的消費者對標榜有機食品的栽培過程與驗證標準均存有些許疑慮，而台灣的消費者尤其對有機認證的公信力缺乏信心，(4)宗教信仰與素食主義是許多台灣消費者食用有機食品的主因，而保護生態環境則是澳洲消費者採購有機食品的重要考量。基於以上研究結果，我們認爲相關業者欲大力推廣有機食品前，應增進一般消費者對有機作物的栽培與驗證過程的認識與信心。

The demand for organic products worldwide has expanded rapidly in recent years, boosted by increasing concerns over personal health, the environment and genetically modified foods. Studies have shown that the demand for organic food is affected by economic and socio-demographic factors, as well as consumer perceptions and knowledge of organic farming practices and certification. The objectives of this study are to compare the certification processes and consumer attitudes towards organic foods in Taiwan and Australia and use it as a basis to derive policy implications for Taiwan. Key findings are that in both countries (1) consumers are in general concerned about the use of chemicals in conventional food production, though Australian consumers are more concerned about the treatment of farm animals and the environment than Taiwanese consumers; (2) organic food consumers are more tolerant of higher prices, poor product appearances and inaccessibility often associated organic food supply than non-organic consumers who see those problems as main barriers to organic food consumption; (3) there are sceptics about organic farming and certification in both countries, but lack of trust and consumer confidence in organic certification is, perhaps, the number one issue in Taiwan; and (4) while religious belief and vegetarianism are the initial driver for organic demand in Taiwan, in Australia it is the concerns for the environment. These results suggest that improving consumers' understanding of organic farming and certification and better understanding of consumers' motivation for food choice are necessary in promoting organic food demands both in Taiwan and Australia. In addition, it is recommended that the Taiwanese government strengthen the regulations on food safety across board so that safe food is available to all, not just some consumers.