What Makes Potential Consumers to Join Community Supported Agriculture in A Farmers' Market? A Case Study at National Chung Hsing University

探究哪些因素促使消費者加入農夫市集的社群支持型農業？國立中興大學案例研究

10.6544/JCD.202312_(37).0001

Punnaros Pisarn(林琬宥)；Anang Nur Ardiyanto(何迪洋)；Shang-Ho Yang(楊上禾)

Farmers' Market ； Community Supported Agriculture ； Consumer Attitude ； 農夫市集 ； 社群支持型農業 ； 消費者態度

傳播與發展學報

37期（2023 / 12 / 31）

1 - 18

英文;繁體中文

Community Supported Agriculture (CSA) is a system harmonizing local producers with consumers, and it further aims to build collaboration and trust in order to create a sharing economy. Since farmers' markets in Taiwan are becoming an essential channel for farmers; thus, it is interesting to explore the consumer attitude of CSA program and how likely they would like to join the CSA program that is operated by the farmers' market. A total of 360 valid consumer samples is collected from National Chung Hsing University (NCHU) Organic Farmers' Market during July and August in 2019. The simple t-test and logit model are applied to examine the likelihood of the CSA participation. Results show that significant reasons for not joining CSA are the expectation of food quality and the feeling of repeating support in the farmers' market. However, the CSA knowledge and experience are potential triggers making consumers to join CSA in NCHU Organic Farmers' Market. The findings have important implications for policymakers, marketers, and farmers who may want to adopt the CSA system and promote the linkage between farmers and consumers.

社群支持型農業（CSA）是一個屬於在地生產者與消費者的互助合作系統，它的目標是進一步建立合作與信任，以創造經濟共享。臺灣的農夫市集已成為農民的重要銷售通路，因此探討消費者的參加態度以及他們對於加入農夫市集所營運的社群支持型農業計劃是個有趣的議題。本研究在2019年7月至8月期間在國立中興大學有機農夫市集收集有效樣本問卷共約360份，另透過簡單的t檢定和Logit模型推估驗證社群支持型農業計畫參與的可能性。結果顯示，不加入社群支持型農業計畫的重要原因是對食材品質的不確定性期望和對農夫市集的重複支持感，然而社群支持型農業的知識和參與經驗反倒是潛在因素去促使消費者加入興大有機農夫市集的社群支持型農業，本研究結果對政策制定者、行銷人員和農民具有重要意義，主要是採用社群支持型農業計畫可促進農民和消費者間更深層的連結。