主觀知識和客觀知識對有機農產品消費量影響之研究

Subjective and objective knowledge as determinants of organic agricultural consumption

10.6132/JCM.2015.8.1.01

李明聰(Ming-Cong Li)；呂佩芬(Pei-Fen Lyu)

消費者 ； 有機農產品 ； 知識 ； consumers ； organic agricultural products ； knowledge

商業現代化學刊

8卷1期（2015 / 06 / 01）

1 - 20

繁體中文

本研究旨在探討消費者的主觀知識，客觀知識，對有機農產品消費態度之間的關聯。數據蒐集為323 位消費者從2014 年4 月位於(1)有機商店(專櫃)；有機農夫市集(2)量販店；超市蒐集。主觀知識數據顯示對有機農產品的消費行為是一個重要因素，為顯著的正向影響關係，並直接影響到有機農產品的消費量。客觀知識數據顯示會影響消費者對有機農產品的主觀知識，透過主觀知識經過態度間接影響到有機農產品的消費行為。研究也顯示有機農產品的態度直接對有機農產品的消費有正向影響關係，政府相關輔導單位應該推廣有機農產品的產品資訊和舉辦有機農產品特賣會或是宣傳展覽以增加消費者對有機農產品的知識，提高對有機農產品的瞭解程度，進而增加對有機農產品的消費行為。

This study aimed to explore the association between the consumption attitudes towards organic agricultural products and the subjective and objective knowledge of consumers. Totally gather 323 samples from (1) organic stores & counters and Organic Farmers' Market (2) Hypermarket & supermarket in April 2014. Subjective knowledge of organic agricultural products has postivley impact on the consumer behavior and has directly influence on and a direct impact on consumption t of organic agricultural products. Consumer's objective knowledge have an effect on subjective knowledge of organic agricultural produce. Consumer's behavior through subjective knowledge. The result shows that consumer's attitude of organic agricultural have directly and positive influence on consumption of organic agricultural products. Overall, government should promote organic agricultural products, hold a sale or exhibition for making the consumers know more about organic agricultural and buy organic agricultural products.