Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/90349
標題: 以創新組織管理生產生態馬鈴薯之可行性:消費者觀點之研究
The Feasibility of Innovative Institution Management to Produce Eco-Potatoes: A Study Based on Customers' Perspectives
作者: 陳姿穎
Tzu-Ying Chen
關鍵字: 馬鈴薯
組織創新
生態農業
消費者的看法
Potatoes
institutional innovation
eco-agriculture
consumers' perspectives
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摘要: 本篇論文微觀研究馬鈴薯產業,探討消費者基於生態農業架構下採購生鮮馬鈴薯之看法。同時也經由訪談馬鈴薯栽植相關之農民組織,瞭解當前台灣生態農業的進展現況以及不同組織架構下栽種生態馬鈴薯之相同點、異同點與困難之處。本研究亦與通路商(愛買和家樂福) 訪談以瞭解其採購生鮮馬鈴薯之考量因素。 於台中七間賣場所發放之四百份問卷分析結果顯示,教育程度較高之消費者在挑選馬鈴薯時並沒有在生態標章和相關的生態屬性與教育程度較低者之間有顯著的差異。相反的,價格與外觀才是決定之重要因素。這顯示,在消費者心中,以組織創新管理生產之生態馬鈴薯仍尚未被建構出強烈的產品形象。 調查發現擁有共識、大規模土地以及勇於創新經營之農民團體較有可能實現生態農業所重視的三個層面,雖然不同組織型態呈現之結果不盡相同。然而,多數消費者於通路商處購買馬鈴薯時並無法確實得知栽種的組織管理模式,但組織管理模式卻可能影響著耕種環境以及食品安全性。另一方面,愛買與家樂福皆以食品安全為馬鈴薯採購之重要考量。不同通路商選購、販賣以及標示馬鈴薯的策略分別決定了消費者選購馬鈴薯時的看法。此外,結果亦發現,相較於進口馬鈴薯,當國產馬鈴薯產季接近尾聲時在價格上即失去了競爭優勢。本調查因侷限於所訪問的通路商以及農民組織的數量,因此訪談結果僅作為研究參考。 我們得到的結論是,基於生態農業的架構下,以組織創新管理生產之馬鈴薯,供應端與銷售端之共鳴仍舊薄弱,需要花更多時間和精力在消費者之再教育上,才有利於突破現況。
This study was taking fresh potato industry as an example, exploring consumers' perspectives on purchasing fresh potatoes based on the idea of eco-agriculture. Meanwhile, via interviewing the relevant farmers' organizations, we hope to understand the current status of eco-agriculture application; in terms of different institutional structures of cultivating eco-potatoes in Taiwan. On the other hand, this study is also targeted at understanding thoroughfare' perspective (the concerning factors) i.e. A-Mart and Carrefour when purchasing fresh potatoes from producers. The analyses of total 400 questionnaires sent at seven thoroughfares in Taichung did not show significant differences that higher education consumers would take eco-labels or eco-friendly attribute seriously when picking up potatoes; instead, price and appearance of the potatoes were much more important. It implies that eco-potatoes cultivated under innovative institution management have not yet built up a strong image in consumers' mind. By interviewing and comparing the two major farmers' organizations which conduct the business in potato production, the research discovered farmer's organizations which had consensus, processing relative large-land scale and managing the institution innovatively would be much able to make the three aspects of eco-agriculture characteristic applicable, though various institutional patterns were preformed differently. Although to most of consumers when they were purchasing potatoes in the hypermarkets, they were not aware of the infra-structure of the farmers' organization, the institutional structures and/or management might influence the environment of cultivation and food safety. Result of interview with thoroughfares i.e. A-Mart and Carrefour represented that both companies target at purchasing fresh potatoes under the umbrella of food safety. The strategy of different thoroughfare in purchasing, selling, and labeling of the products, would influence both consumers' purchase perspectives and the turnover of each company, respectively. Moreover, when domestic supply season closed to the end, the price of domestic potatoes might not be able to compete with the imported potatoes. Because of few thoroughfares and farmers' organization we interviewed with, these parts of results were only taken as a reference by this study. In conclusion, the weak resonance between supply and demands sides does exist as a problem to be faced squarely. It implies that it requires more time and endeavor to re-educate consumers about the idea of eco-agriculture.
URI: http://hdl.handle.net/11455/90349
文章公開時間: 2015-02-07
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