台灣有機茶葉的消費偏好分析

Abstract

本研究主旨在以有機茶葉作為研究標的，瞭解消費者對茶葉的消費認知，以聯合分析法探討消費者對農產品的安全、驗證、價格等三個屬性的重視程度，研究結果顯示消費者對不同安全等級的有機茶、不同驗證標章及不同價格水準之偏好。茶葉的各種屬性組合偏好排序比較，消費者對有機茶葉重要屬性的重視程度，在茶葉的估計成分效用值可知，茶葉農藥殘留檢驗標準效用值最高，表示消費者對於茶葉農藥殘留問題是相當關注，消費者購買茶葉時，較支持“不得檢出農藥殘留”。

茶葉是嗜好品，因此除了安全訴求對於品質要求也相當注視，根據調查結果，消費者對未來購買「有機茶葉」呈正面回應，但對於貼有「有機茶葉」標章認同度及瞭解度仍不高，消費者對有機茶的信任程度仍不高，市場呈現資訊不對稱現象，政府應加強有機宣傳及輔導政策。

The main purpose of this study for organic tea in Taiwan. Consumers need to understand consumption awareness of tea. The three attributes, safety, certification and price. Using the conjoint analysis, this study measured the consumers' preference to safety, certification and price. The results show that consumers in the preference of different security level , different validation mark and different price levels of organic tea. Test effectiveness of pesticide residues is the highest value in teaThe issue of pesticide residues in organic tea is very important about consumers to buy the tea. Consumers are support to no detectable pesticide residues.

Tea is a hobby product. Security considerations and quality considerations is very important. According to survey results, consumers in the future to buy "organic tea" was a positive response, but consumer is still not high understanding for the recognition degrees of the organic tea mark .consumer trust in organic tea is still not high. The market is information asymmetry. Government need to improve the organic advocacy and counseling policy.