消費者購買意圖之影響研究—以實施食農教育為例

The Impact of Food and Agricultural Education on Consumer Purchase Intention: An Empirical Study

陳淑真(Shu-Jen Chen)

食農教育 ； 購買意圖 ； 永續環境 ； 食品安全 ； 可持續發展 ； Food and Agricultural Education ； Purchase Intention ； Sustainable Environment ； Food Safety ； Sustainable Development

修平學報

48期（2024 / 09 / 01）

87 - 127

繁體中文;英文

本研究探討食農教育對消費者購買意圖的影響，隨著消費者健康意識的提升與對食安問題的重視，選購食材多以新鮮和不使用化肥的綠色農產品為取向。隨著SDGs永續環境議題和食品安全日益受到關注，消費者對食品的選擇和購買行為越來越受到重視。本研究問卷內容設計包含消費者基本資料、知識、態度和行為意圖四個部分的問項，使用李克特量表進行調查。本研究方法應用t檢定、ANOVA和Scheffé法事後檢定分析資料，比較不同性別對食農教育滿意度的差異，並強調食農教育對消費者的影響。食農教育對消費者產生了深遠的影響，包括改變了他們對農產品的理解、提升了對食品品質和安全的關注，增加了對在地農產品和農場業者的支持。在性別差異方面，男性和女性在選擇環保和健康的農產品、願意了解食品標籤上的成分和產地資訊、以及願意購買當地或季節性的食品方面存在顯著差異。研究發現女性對食農教育的影響表現出更強烈的傾向。因此，本研究透過消費者的知識、態度、行為，藉以瞭解實施食農教育時之影響，作為日後課程規劃改善實施策略之設計參考。

This study explores the impact of food and agricultural education on consumer purchase intention. With the increasing awareness of health and food safety, consumers are more likely to choose fresh, chemical-free, and local agricultural products. The increasing attention to SDGs' focus on sustainable environmental issues and food safety has also highlighted the importance of consumer food choices and purchasing behaviors. The questionnaire for this study includes four parts: consumer demographics, knowledge, attitudes, and behavioral intentions, employing a Likert scale survey. The study employed t-test, ANOVA, and Scheffé's post hoc tests to analyze the data, comparing gender differences in satisfaction with food and agricultural education, and emphasizing the impact of food and agricultural education on consumers. Food and agricultural education has had a profound impact on consumers, including changing their understanding of agricultural products, increasing their concern for food quality and safety, and increasing their support for local agricultural products and farmers. In terms of gender differences, there are significant differences between men and women in their willingness to choose environmentally-friendly and healthy agricultural products, their willingness to learn about the ingredients and origin information on food labels, and their willingness to purchase local or seasonal food. The study showed that women are more likely to be influenced by food and agricultural education. Therefore, this study aims to understand the impact of implementing food and agricultural education on consumers' knowledge, attitudes, and behaviors, providing a reference for the design of future curriculum improvement and implementation strategies.