Assessing Consumer's Perception and Trust on the Impact of Purchase Intention of Organic Agricultural Products

[[abstract]]有機農業在台灣已發展多年，關於有機農業生產的研究，有許多係針對生產技術方面。近年來，有機農產品之研究大多係針對消費者對有機農產品之滿意度、偏好程度與重視程度等作研究。台灣有機農業的推動，除了必需突破耕種技術的問題，亦需重視有機農業驗證。因為，有機農產品驗證與標章，主要目的能為生產者證明有機農產品是否合乎標準，以及協助消費者辨別，以保障生產者及消費者之權益。然而，很少針對消費者對驗證與標章等相關研究做探討。因此，本研究首先了解消費者的環保意識與信任度，接著進一步分析消費者對驗證與標章的認知與信任度，是否影響到消費者之購買意願。 在實證分析上，本研究主要係針對台北、高雄地區之消費者進行問卷調查，總共發出400份問卷，扣除無效問卷18份後，其有效問卷為382份。在分析方法上，本研究採用AVOVA分析、關聯分析與次序羅吉特迴歸分析來分別探討。經由實證結果分析得知，多數消費者對於有機農產品驗證與標章之認知，並沒有非常清楚，但多數消費者對有機農產品驗證與標章存在著信任，亦對於驗證人員的知識和技術等驗證能力有信心；最後，消費者對有通過驗證，且標示驗證標章的有機農產品，仍有相當高的購買意願。[[abstract]]Organic agriculture has developed in Taiwan for years. Earlier, researches on organic agriculture are mostly on technical side. Recently more attention pays to consumer related studies such as consumer satisfaction, and preferences. However, in addition to farming technology or general consumer studies, certification plays an important role when promoting organic agriculture. Organic agriculture certification is some proof of agricultural products achieving required standards and it helps consumers to choose and benefits both producers and consumers. Nevertheless, few studies focus on certification related issues and most related studies are on consumer recognition of certification marks. Therefore, the purpose of this study is first to understand consumers’ awareness and trust of certification process and mark of agricultural organic products. Then further to analyze if the awareness and trust of consumers’ affect their purchasing behavior. This study conducted a survey of 400 consumers in Taipei and Kaohsiung regions. By using AVOVA, PRE, and Order Logistic Regression, our results indicate that the majority of consumers of organic agricultural products do not fully understand the regulations in certification process and the mark. However, most consumers trust the certification process, the mark, and the expertise of Accredited Certifying Agents. Finally, consumers have high willingness to buy those certified organic agricultural products