台灣有機食品消費市場趨勢之縱斷面研究

A Longitudinal study of the Organic Food Consumption Market in Taiwan

10.6572/JHT.201712_14(4).0001

梁榮達(Rong-Da Liang)

縱斷面研究 ； 有機食品消費市場 ； 趨勢分析 ； Longitudinal study ； Organic food consumption market ； Trend analysis

餐旅暨觀光

14卷4期（2017 / 12 / 01）

205 - 222

繁體中文

全球食品產業在近年來陸續爆發了食品安全危機，使得社會大眾追求健康及具高品質的食品，消費者愈來愈重視食品的營養價值而讓有機食品市場快速成長。然而，現行有機食品消費市場缺乏縱斷面的長期調查，用以建構完整且符合消費者需求的發展策略。因此，作者應用縱斷面研究及近似縱斷面研究的質性訪談，有助於吾人瞭解有機食品消費者特質及購買行為。作者在2011-2015年共5年期間每年進行一次抽樣調查，結合7場有機食品業者質性訪談，藉由他們以回憶方式來佐證臺灣有機食品市場發展歷史及消費者特性。分析成果發現，過去五年臺灣有機食品市場發展穩定，但是消費者族群的特性近年已有所轉變。同時，吾人發現：（1）消費者缺乏評估有機食品品質的線索，並且（2）有機食品信任機制應包含不同來源，才能讓消費者對有機食品建立穩固的信心。最後，作者提出：有機食品產業及政府單位應當關注：（1）特定顧客區隔，例如低/高平均月收入族群或是年輕族群，（2）提供多元產品類型，或是多元產品的驗證標準，（3）深入的有機食品消費者或產業質性研究，（4）提供多樣線索以供消費者建立信任機制。

Food safety issues are increasingly common in the global food industry, as people are demanding food that is both of high quality and has high nutritional value. As such, the organic food market has grown very quickly in many countries. However, there is currently a lack of longitudinal studies on organic food consumption market, making it more difficult to establish comprehensive development strategies to satisfy consumers' needs. Therefore, the author adopted a longitudinal research design and quasi-longitudinal qualitative interviews to better understand organic food consumers' profiles and purchasing behaviors. The author surveyed consumers every year from 2011 to 2015, and carried out seven qualitative interviews with organic food managers. The survey and interview data were then used to examine the development of Taiwan's organic food market and the related consumers' characteristics. According to the results, the Taiwanese organic food market has developed stably over the focal five years, but the characteristics of the consumers' have changed over this period. Meanwhile, the author found that: (1) consumers lack enough cues to evaluate the quality of organic food, and (2) different sources should be included in the organic food trust mechanism to help consumers to feel more trust in such products. Finally, the author concludes that the organic food industry and government need to focus on the following issues: (1) the segmentation of specific consumer groups, such as low/high income or young/old; (2) providing more variety of organic foods and certification standards for various products; (3) carry out more qualitative research into organic food consumers and producers; (4) providing a greater variety of cues to help consumers feel more trust in these products.

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