Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/27540
標題: 消費者對安全性蔬菜之願付價值研究
A Study of Consumer's Willingness to Pay for Safety Vegetables
作者: 周靖凱
Chou, Ching-Kai
關鍵字: contingent valuation method;條件評估法;CAS GAP;traceability system;CAS吉園圃;產銷履歷
出版社: 應用經濟學系所
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摘要: 
摘 要
有鑒於健康意識提昇及資訊普及化,國人飲食習慣逐漸傾向偏好蔬菜、水果等高纖維、低熱量的食物,生鮮蔬菜已成為國人佐膳之必需品。目前市面上銷售之食用蔬菜,常有農藥殘留過量的問題,使得消費者在購買時產生疑慮,因此農產品安全認證制度的建立,可提供消費者需要的資訊。我國除了早期建立的吉園圃蔬果安全用藥之認證制度外,農委會更於2004年起導入農產品產銷履歷制度,期能保障消費者食用國產農產品之安全性。本研究旨在探討國人對具有安全認證之安全性蔬菜的願付價值,消費者願付價值之衡量以支出函數法為理論基礎,進而運用最大概似估計法以Probit模型推估願付價格。實證所需資料得至消費者調查,並採條件評估法中的雙界二元選擇法蒐集假設性購買資料,實證發現都會消費者普遍對於具有安全認證標章之蔬菜相對於一般蔬菜有較高之願付價值,此有助於形成安全性蔬菜市場之區隔。
本研究調查時詢價的標的物包括小葉菜類蔬菜及根菜類蔬菜二項。抽樣調查地為台北市、台中市及高雄市,經實地調查後共得有效樣本517份。根據樣本資料的敘述統計分析及實證推估結果,本研究的重要發現可歸納如下:
1.台灣地區消費者對蔬果農藥殘留的表現高度的關心程度,全部樣本認為目前農藥殘留問題非常嚴重者佔33.27%,認為嚴重者則有47.97%。逾八成受訪者認為國內的蔬菜農藥殘留程度過高,這可能是近幾年大眾傳播媒體常報導有關蔬果農藥殘留問題引起較多關注。
2.本研究調查樣本中有72%認為認證制度有其必要存在,僅有9.46%的受訪者表示不需要安全認證。認為安全認證的執行者應由農政單位來執行的佔樣本的44.29%;其次為學術機構的36.94%及農會的10.83%。
3.消費者對於CAS吉園圃標章之小葉菜類及根菜類蔬菜兩菜種的願付價值分別較一般的平均價格高出91%及80.5%。在產銷履歷部分,消費者平均願為兩菜種多付出94.67%與82.33%。總而言之,消費者願意為小葉菜類蔬菜多支付的比例雖略高於根菜類蔬菜,但其差異並不大。
4.影響消費者對安全性蔬菜支付意願的主要因子,為消費者對於安全 認證制度的需求、教育程度、家中有小孩及慢性病患者為主。

Abstract
Consumer's diet habits have changed lately due to the healthy consciousness has risen in recent years. People much prefer fresh fruits and vegetables to meat products. However, vegetables have the pesticides residual risks. Therefore, it is necessary to construct the certification system. The certification system our country enforced were CAS GAP and traceability system. This study intends to investigate consumers' perception on safety vegetables and their willingness-to-pay. Previous empirical studies have discovered some customers are willing to pay higher price for safety vegetables, which is helpful to form a market segmentation of safety vegetables.
The questionnaire was based on contingent valuation method (CVM) and the leaf vegetables and root vegetables were chosen for empirical analysis. There are 517 efficient questionnaire surveyed within Taipei , Taichung and Kaohsiung , the three selected sampling cities. Based on the results obtained by this study, some important discovery can be summarized as following:
1. The customers show great concern with pesticides residual .There are 33.27% and 47.97% of the 517 consumers think the pesticides residual of vegetables are very serious.
2. There are 72% of the 517 consumers think it is necessary to have safety certification system, only 9.46% of them do not think so. There are 44.29% of the 517 consumers think the certification should be carried out by COUNCIL OF AGRICULTURE(COA);44.29% by academic institution,and the others think should be carried out by a farmers'' association.
3. Taiwan consumers are willing to pay about 91% and 80.5% premium to buy CAS GAP leaf vegetables and root vegetables. To the traceability system, consumers are willing to pay about 94.67% and 82.33% premium to buy these two kinds of vegetables.
4. The primary factors affecting the consumers' willingness to pay a higher price for safety vegetables are the need for cerification system , education ,child and chronic patient.
URI: http://hdl.handle.net/11455/27540
其他識別: U0005-1808200616233400
Appears in Collections:應用經濟學系

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