自願簡單生活型態之消費者行為－以興大農夫市集為例

Consumer Behavior Research of Voluntary Simple Lifestyle-Example of NCHU Organic Farmer's Market

10.29423/JSRR.201112_6(2).0004

張淑君(Shu-Chun Chang)；洪偉翰(Wei-Han Hong)；陳穎瑱(Ying-Ting Chen)

自願簡單生活型態 ； 消費者行為 ； Voluntary Simplicity Lifestyle ； Consumer Behavior

運動與遊憩研究

6卷2期（2011 / 12 / 01）

55 - 68

繁體中文

目前針對自願簡單的相關研究限於國外，而且停留在消費者需求與動機的探討，沒有針對消費者後續的行為，做深入的研究；在國內則只有針對簡單生活型態做少數的內容評論，缺乏以消費者行為的觀點探討。為了補足這塊研究，本研究嘗試了解臺灣自願簡單生活族的發展情形，並進一步探討自願簡單消費意識與其他消費者行為之關聯性，和自願簡單生活型態是如何影響這些消費者行為。本研究以興大農夫市集的消費者為研究對象，透過分析，探討消費者的背景資料與自願簡單生活型態及其消費者行為之關聯性。本研究結果得知興大農夫市集消費者的消費行為，並從消費者行為模式觀點，瞭解興大農夫市集之消費現況，得知興大農夫市集於不同消費群組間之偏好，建議興大農夫市集之行銷決策在不同消費群組應作區隔，並提供一個值得參考的依據。

At present, on this topic, related researches are limited to foreign scholars, but most only stay at the field of approaching Voluntary Simple Lifestyle(VSL) consumers' needs and motives, without exploring their follow-up behavior deeply. As for VSL researches in Taiwan, there are only comments and descriptions about VSL consumers, lacking papers which is approached VSL from the view of consumer behavior. For replenishing such kind researches, this paper tries to understand the development of VSL's consumer group in Taiwan, and further it may be inquire into the correlation between VSL awareness and other external behaviors, and how VSL affects these consumer behaviors. In this paper, consumers' behavior research is investigated by pointing at the consumers' of NCHU organic farmer's market. Throughout the analysis, the researcher explores the relationship among consumers' background and behavior. In conclusion, this study shows that consumer behavior in NCHU organic farmer's market. The point of view in consumer behavior is to know the situation of expends in NCHU organic farmer's market, understanding about hobby issues of different customer groups during this area. The study suggests that can distinguish between different consumers and distinct marketing mode with NCHU organic farmer's market. Therefore these topics and results can deserve an enterprise more attention and further exploration.

1. 杜瑞澤、吳志南(2005)。消費者環保意識態度與綠色消費行為對綠色產品設計之影響─以家具為例。設計學報，10(3)，21-35。
   連結：
2. Gregg, R. B. (1936). The Value of Voluntary Simplicity, Pendle Hill Essays, Number Three. Wallingford, PA: Pendle Hill.
3. Amanda, C.,Brigitte, B.(2003).Gender Differences in Cognitive and Affective Impulse Buying.Journal of Fashion Marketing and Management,7(3),282-295.
4. Elgin, D.,Mitchell, A.(1997).Voluntary Simplicity.The CoEvolution Quarterly,Summer,4-18.
5. Engel, J. F.,Blackwell, R. D.,Kollat, D. T.(1987).Consumer Behavior.Hinsdale:The Dryden Press.
6. Etzioni, A.(1998).Voluntary simplicity: Characterization, select psychological implications, and societal consequences.Journal of Economic Psychology,19,619-643.
7. Iwata, O.(1999).Perceptual and Behavioral Correlates of Voluntary Simplicity Lifestyles.Social Behavior and Personality,27(4),379-386.
8. Leonard-Barton, D.(1981).Voluntary Simplicity Lifestyles and Energy Conservation.Journal of Consumer Research,8(3),243-252.
9. Mazza, P.(1997).Keeping it simple.Reflection,36,10-12.
10. Murphy, K. M.,Campbell, K. G.,Lyon, S. R.,Jones, S. S.(2007).Evidence of varietal adaptation to organic farming system.Field Crops Research,102,172-177.
11. Reynolds, F. D.,Wells, W. D.(1977).Consumer Behavior.New York:Macgraw-Hill.
12. Schiffman, L. G.,Kanuk, L. L.(1991).Consumer Behavior.Englewood Cliffs, New Jersey:Prentice-Hall Inc..
13. Settle, R. B.,Alreck, P. L.(1999).Strategies for building consumer brand preference.Journal of Product and Brand Management,2,130-142.
14. Shama, A.,Wisenblit, J.(1984).The Values of Voluntary Simplicity: Lifestyle and Motivation.Psychological Reports,55(1),231-40.
15. Shaw, D.,Newholm, T.(2002).Voluntary Simplicity and the Ethics of Consumption.Psychology & Marketing,19(2),167-185.
16. Walters, C. G.,Paul, W. G.(1970).Consumer Behaviors: an Integrated Framework.Homewood, Ill.:Richard D. Irwin Inc..
17. 別蓮蒂(2000)。生活型態白皮書。臺北:商周。
18. 李莉絹(2005)。碩士論文(碩士論文)。臺中，亞洲大學國際企業學系。
19. 柴松林(1996)。從環境主義到綠色消費，消費者保護研究。消費者保護研究，第二輯
20. 馬其文(2007)。碩士論文(碩士論文)。臺北，國立政治大學傳播學院碩士在職專班。
21. 梁馨方(2007)。碩士論文(碩士論文)。臺中，國立中興大學生物產業推廣暨經營學系。
22. 陳鵬凱(1996)。碩士論文(碩士論文)。臺北，國立臺灣大學商學研究所。
23. 劉思岑、李雅慧(2010)。消費者對有機農產品之知識與消費分析。臺灣農學會報，11(5)，488-500。
24. 蔡汶靜、黃嘉彥(2009)。消費者對綠色行銷之反應與購買行為之研究。國立勤益大學管理學術研討會，臺中:

1. 劉百佳、呂傑華(2017)。從「驛站」到「藝棧」─文化群聚的公眾治理及空間排除。都市與計劃，44(4)，399-422。
2. (2016)。哪一種自然才算數？新店溪河濱菜園的解離與重組。臺灣社會學刊，59，29-91。