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標題: 資訊線索對消費者購買蔬菜選擇分析─以吉園圃安全蔬果標章為例
Information Cues on Consumer's Purchase Selection of Vegetables - A GAP Case Study
作者: 莊富桂
Chuang, Fu-Kuei
關鍵字: GAP vegetables;吉園圃蔬菜;information cues;資訊線索
出版社: 應用經濟學系所
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The use of labeling in food section has become an important tool to affect consumers' requests for quality and safety. In order to ensure that consumers can select the fresh and safe domestic product, Executive Yuan designed the GAP label for consumers to choose and purchase. This article aims to investigate the reasons why GAP's achievements cannot reach government's investment and expectation.
A consumer survey in supermarkets with GAP section was adopted to get the first-hand data. The results of the analysis support that the understanding level of consumers and information cues have a significant effect on consumer selection of vegetables. It's been almost 20 years since GAP was implemented. Although GAP was gained popularity among the country, people didn't really understand the meaning of it. The government chose specific supermarkets to establish special area for GAP vegetables successfully made GAP well-known. However, if it can further educate right near the GAP section, make consumers understand or even just increase the revealing of information cues would help promote GAP vegetables. Besides, for consumers who seldom purchase vegetables in supermarket, they might be more unfamiliar with GAP, as a result, if the government want to increase the target universe of GAP vegetables, it should not only make GAP vegetables more available but make consumers understand the information cues of GAP.
其他識別: U0005-2907201110222500
Appears in Collections:應用經濟學系

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