臺灣博碩士論文加值系統

近年來，一般消費者對於食物的安全性以及環境保護的意識逐年抬高，台灣也在這波趨勢下成為有機產業的一大市場。然而，根據外媒調查報告指出，雖然整體營收是增加的，但是若把每一年的營收與前一年度的營收比較時，會發現每年市場成長率逐年下降，有一部分的原因就是與專業知識多寡有關例如有機食品。本研究是利用計畫行為理論來探討綠色工作者對於購買有機食品的動機或因素為何。本研究主要聚焦在探討各個因素或動機與購買意願的關係，包含健康、自豪感、社會正義、食物外表、自我效能、可控制性以及社會觀感等等。研究方法是以發放問卷的方式為主，所有的填答者都須具備綠色工作者的身分。本研究針對三種不同性質的團體進行資料收集，包含政府單位、民間單位以及非政府組織；收集完的資料則利用結構方程模組進行後續分析。研究結果顯示出所有列舉的因素或動機，除了主觀規範之外，均與購買意願有正向的關係；即因素越強或越多時，購買意願也會越高。　有機產業目前的營運方式仍以推廣理念為主，例如主打生態環保或是健康議題；本研究建議若未來能夠採取有策略性的行銷方案，不僅可以將理念散佈出去之外，就長遠而言更可以增加消費人數與收益。

With the recent rise of concern in food safety and environmental protection issues, Taiwan has become a growing market for organic food; however, several predictions have claim that the growing pace is getting slower and slower. This research is to investigate determinants of green-collar workers’ purchase intention on organic food in Taiwan by applying the Theory of Planned Behavior (TPB) Model. The aim of this research is focus on the relationships among beliefs including health, sense of pride, social justice and appearance, along with beliefs about self-efficacy and controllability and social expectation from others. Questionnaires were collected from three types of green-collar workers including public servants, NGO workers, and private companies’ staff in Taiwan. Then the collected data were analyzed by applying Structural Equation Modeling. Findings of the collected data indicate that all the beliefs would have positive impact on attitudes toward organic food purchasing except subjective norm, which in turn positively affect purchasing intention. Beliefs about normative beliefs, self-efficacy and controllability would have positive impact on attitudes toward organic food purchasing, which in turn positively affect purchasing intention.
Recommendations are then provided based on the findings. For researchers, results once again demonstrating the effectiveness of TPB model for explaining the purchase intention of organic food purchasers. In order to formulate a more complete understanding of organic food purchasing among green collar workers, researchers could examine their actual purchasing behavior after demonstrating their purchase intention. For practices, as green collar workers demonstrate more related knowledge and intention to purchase organic food, marketing strategies can be formulated by targeting on them which have higher consumption potential.

摘要 I
ABSTRACT II
TABLE OF CONTENTS III
TABLES V
FIGURES VI
CHAPTER 1 - INTRODUCTION 1
1.1 Research Background 1
1.2 Research Motivation 4
1.3 Research Objectives 6
1.4 Research Questions 6
1.5 Defining Concepts 7
1.5.1 Organic Food 7
1.5.2 Green Collar Workers 8
1.6 Research Procedure 10
CHAPTER 2. LITERATURE REVIEW 11
2.1 Theory of Planned Behavior 11
2.2 Beliefs Influencing the Purchase Intention of Organic Food 12
2.2.1 Attitude 13
2.2.2 Subjective Norm 15
2.2.3 Two Dimensions of Perceived Behavior Control 15
2.3 Research Model and Hypotheses 16
CHAPTER 3. RESEARCH METHODOLOGY 18
3.1 Measurement Development 18
3.2 Questionnaire Design 20
3.3 Survey Administration 26
CHAPTER 4. RESEARCH RESULTS 28
4.1 Methods 28
4.2 Description of Collected Sample 28
4.3 Measurement Validation 30
4.4 The Structural Model 38
CHAPTER 5. CONCLUSIONS 43
5.1 Key Findings and Insights 43
5.2 Implications for Research and Practice 44
5.3 Limitations and Future Research 46
5.4 Conclusion 47
REFERENCES 48
APPENDICES 53

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