Please use this identifier to cite or link to this item:
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
引用: Berkes, F. 2002. The Drama of the Commons. Committee on Human Dimensions of Global Change. National Academy Press, Consitution Avenue, N.W., Washington, DC 20418. Beus, C.E., Dunlap, R.E. 1990. Conventional versus Alternative Agriculture: The Paradigmatic Roots of the Debate. Rural Sociology, 55(4), 590-616. Bock, B., B. 2012. Social Innovation and Sustainability; How to Disentangle the Buzzword and Its Application in the Field of Agriculture and Rural Development. Studies in Agricultural Economics 114, 57-63. Bogash, S.M., Jr, W.J.L., Harsh, R.M., Kime, L.F., Harper, J.K. 2009. Potato Production, Ag Communications and Marketing. The Pennsylvania State University. Brown, C.R. 1993. Origin and History of the Potato. American Potato Journal, 70(5), 363-373. Calus, M., Huylenbroeck, G.V. 2010. The Persistence of Family Farming: A Review of Explanatory Socio-economic and Historical Factors. Journal of Comparative Family Studies, 41(5), 639-660. Chen, J.-Y., Xiao, K.-S. 2012. Prospect of Organic Agriculture Development in Taiwan. Agricultural Extension of Anthology, (In Chinese) Chen, L.-T. 2005. A Study on Operational Efficiency of Local Farmers' Association in Taiwan. Department of Applied Economic, Master Thesis, National Chung Hsing University. (In Chinese) Chen, W.-L., Liu, X.-L., Dai, Z.-Y. 2013. Potato Industry Status in Taiwan. Agricultural Knowledge Special Column, Taiwan District Agricultural Research and Extension Station. (In Chinese) Chou, Y.-C. 2005. Research of Production and Marketing about Potatoes in Taiwan. Department of Applied Economics, Master Thesis, Fo Guang University. College of Social Sciences and Management. (In Chinese) CIP. 2006. Population and Per Capita Potato Production, International Potato Center. Clark, N. 2002. Innovation Systems, Institutional Change and the New Knowledge Market: Implications for Third World Agricultural Development. Economics of Innovation and New Technology, 11(4-5), 353-368. COA. 2012. Year Report of Taiwan's Agriculture: Agriculture Production_Vegetable Production (Statistics), Agriculture and Food Agency, COA. Taipei, Taiwan. (In Chinese) COA. 2011. Yearly Report of Taiwan's Agriculture: Agriculture Production_Crop Production_Vegetable Production (Statistics), Agriculture and Food Agency, COA. Taipei, Taiwan. (In Chinese) Cohen, L., Manion, L. 2000. Research Methods in Education, Routledge. Deng, T.-C., Ann, P.-J., Cheng, Y.-H., Lin, T.-K., Chiang, K.-S. 2011. Climate Change and Dynamics of Plant Diseases. (Eds.) T.A.R.I. Plant Pathology Division, T.A.R.I. Crop Science Division, N.C.H.U. Department of Agronomy, Taiwan Agricultural Research Institute. Taichung, pp. 33-48. (In Chinese) Ehler, J.T. 2013. Potato Production and Consumption. Food Reference. Esty, D.C., Levy, M., Srebotnjak, T., Sherbinin, A.D. 2005. 2005 Environmental Sustainability Index: Benchmarking National Environmental Stewardship, Yale Center for Environmental Law and Policy. New Haven. FAO. 2013. Statistics: Average Potato Production in: 2006-2012, FAO. Fritz, M., Schiefer, G. 2008. Food chain management for sustainable food system development: a European research agenda. Agribusiness, 24(4), 440-452. Ghali, M.B.E., Daniel, K., Colson, F., Sorin, S. 2012. System Dynamic and Innovation in Food Networks 2012: Towards an Ecologically Intensive Agriculture- From Concept to Implementation by an Agricultural Cooperative. 2012 International European Forum, Universitat Bonn-ILB Press, Bonn. Innsbruck-Igls, Austria pp. 463-485. Gilden, R.C., Huffling, K., Sattler, B. 2010. Pesticides and Health Risks. Journal of Obstetric, Gynecologic, & Neonatal Nursing, 39(1), 103-110. Grunert, K.G. 2005. Food Quality and Safety: Consumer Perception and Demand. European Review of Agricultural Economics, 32(3), 369-391. Hatanaka, M., Bain, C., Busch, L. 2005. Third-Party Certification in the Global Agrifood System. Food Policy 30, 354-369. Hingley, M.K. 2005. Power to All Our Friends? Living with Imbalance in Supplier-Retailer Relationships. Industrial Marketing Management, 34, 848-858. Horrigan, L., Lawrence, R.S., Walker, P. 2002. How Sustainable Agriculture Can Address the Environmental and Human Health Harms of Industrial Agriculture. Environmental Health Perspectives, 110(5), 445-456. Huang, H.-C. 2003. The Analysis of Strategic Alliance between Vegetable Growers and Major Consumers. Department of Agricultural Economics, Master Thesis, National Taiwan University, pp. 106. (In Chinese) Huang, W.-C., Huang, C.-X., Xu, Y.-X. 2010. Research of Innovative Agricultural Business Organization and Other Influential Factors. Quarterly Journal of Bank of Taiwan, 61(2), 83-127. (In Chinese) Huang, Z.-R., Zhang, K.-X. 2009. Requirement Study of Different Attributes of Rice Products. The Fourth Year of Applied Economic Symposium (2009): Academic Essay Collection Section (I), National Chung Hsing University: Department of Applied Economic Symposium. Taichung, Taiwan, pp. 1-14. (In Chinese) Knickel, K., Renting, H. 2000. Methodological and Conceptual Issues in the Study of Multifunctionality and Rural Development. Sociologia Ruralis, 40(4), 512-528. Kohli, A.K., Jaworski, B.J. 1990. Market Orientation: The Construct, Research Propositions, and Managerial Implications. Journal of Marketing, 54(2), 1-18. Kristiansen, P., Taji, A., Reganold, J. 2006. Organic Agriculture: A Global Perspective. CSIRO PUBLISHING. Lazzarini, S., Chaddad, F., Cook, M. 2001. Integrating Supply Chain and Network Analyses: The Study of Netchains. Journal on Chain and Network Science, 1(1), 7-22. Lefebure, A., Munoz, R.R. 2011. Communicating to Consumers in Sweden with Eco-Labels: Is the Message Getting Through?, Umea University SE-901 87 Umea, Sweden Umea School of Business. Li, S.-C. 1992. A Study on the Election System of Executive Manager Based on the Farmers' Association. Graduate Institute of Bio-Industry Management, Master Thesis, National Chung Hsing University. (In Chinese) Lin, M.-I. 2012. A Study of Farmers' Opinion and Adopting Intention of Organic Agriculture in Yunlin County. Graduate School of Global Operations Strategy and Logistics Management, Master Thesis, National Yunlin University of Science and Technology. (In Chinese) Lin, S.-H., Zhong, W.-Q., Yang, Z.-Q. 2010. Retrospect and Prospect of Taiwan's Eighty-Year Potato Industry. Journal of Seed and Nursery 12(4), 1-23. (In Chinese) Lin, S.-H., Zhong, W.-Q., Zhang, W.-D., Yao, S.-Y. 2008. Current Status of Seed Potatoes Cultivation in Taiwan. Journal of Agricultural Policy and Public sentiments, Council of Agriculture, Executive Yuan. (In Chinese) Lin, Y.-X. 2004. Overview the System of Farmers' Association in Taiwan. (In Chinese) Liu, S.-G. 2010. Counseling Outcomes Health Seed Potato Production in Taiwan. Journal of Agricultural Policy and Public Sentiments, Council of Agriculture, Executive Yuan. (In Chinese) Liu, Y.-J. 2010. The Agribusiness Management of Root Crops based on Dou-Nan Farmers' Association. Graduate Institute of Taiwan Studies, Master Thesis, Chang Jung Christian University, pp. 102. (In Chinese) Magdoff, F. 2007. Ecological Agriculture: Principle, Practices and Constraints. Renewable Agriculture and Food Systems, 22(2), 109-117. Mazoyer, M., Roudar, L. 2006. A History of World Agriculture: From the Neolithic Age to the Current Crisis. Monthly Review Press, New York, NY. McDonagh, P. 1999. Green Marketing: Opportunity for Innovation, 2nd edn, by Jacquelyn A. Ottman, 1998. NTC, xviii + 270 pp, $24.95 (hbk). ISBN 0-8442-32339-4. Business Strategy and the Environment, 8(2), 147-148. McNeely, J.A., Scherr, S.J. 2008. Biodiversity Conservation and Agricultural Sustainability: Towards a New Paradigm of 'Eco-Agriculture' Landscapes. Philosophical Transactions of the Royal Society B: Biological Sciences, 363(1491), 477-494. McNeely, J.A., Scherr, S.J. 2001. Common Ground, Common Future: How Eco-Agriculture Can Help Feed the Word and Save Wild Biodiversity May 2001 ed, The World Conservation Union. McNeely, J.A., Scherr, S.J. 2003. Ecoagriculture: Strategies to Feed the World and Save Wild Biodiversity ISLAND PRESS, Washington, DC, USA. Milestad, R., Ahnstrom, J., Bjo‥rklund, J. 2010. Essential Multiple Functions of Farms in Rural Communities and Landscapes. Renewable Agriculture and Food Systems, 26(2), 137-148. Morgan, K., Murdoch, J. 2000. Organic vs. Conventional Agriculture: Knowledge, Power and Innovation in the Food Chain. Geoforum, 31(2), 159-173. Ophuis, O., M., P.A., Trijp, V., M., H.C. 1995. Perceived Quality: A Market Driven and Consumer Oriented Approach. Food Quality and Preference, 6(3), 177-183. Owens, G.R. 1991. Organizational Behaviour in Education. Prentice-Hall, Englewood Cliffs, New Jersey. Pimentel, D., Acquay, H. 1992. Environmental and Economic Costs of Pesticide Use. BioScience, 42(10), 750-760. Pretty, J. 2005. Sustainable in Agriculture: Recent Progress and Emergent Challenges. Environmental Science and Technology, No.21. Qu, S.Q., Dumay, J. 2011. The Qualitative Research Interview Qualitative Research in Accounting & Management, 8(3), 238 - 264. Rademakers, M.F.L., McKnight, P.J. 1998. Concentration and Inter-Firm Co-operation within the Dutch Potato Supply Chain. Supply Chain Management: An International Journal, 3(4), 203-213. Revoredo-Giha, C., Leat, P.M.K., Renwick, A.W., Lamprinopoulou-Kranis, C. 2012. Innovation and Power in Food Supply Chains: The Case of the Potato Sector in the UK. Land Economy Research Group. 142544. Reynolds, T.J., Olson, J.C. 2001. Understanding Consumer Decision Making: The Means-End Approach to Marketing and Advertising Strategy. Lawrence Erlbaum, New Jersey Mahwah. Ruttan, V.W. 2006. Social Science Knowledge and Induced Institutional Innovation: An Institutional Design Perspective. Journal of Institutional Economics, 2(03), 249-272. Sassenrath, G.F., Heilman, P., Luschei, E., Bennett, G.L., Fitzgerald, G., Klesius, P., Tracy, W., Williford, J.R., Zimba, P.V. 2008. Technology, Complexity and Change in Agricultural Production Systems. Renewable Agriculture and Food Systems, 23(Special Issue 04), 285-295. Schlotzhauer, S.D., Littell, R.C. 1997. SAS System for Elementary Statistical Analysis. SAS Institute Inc., Cary, NC. Shiferaw, B., Freeman, H.A., Swinton, S.M. 2005. Natural Resource Management in Agriculture: Methods for Assessing Economic and Environmental Impacts. CABI Publishing Oxforshire, UK Cambridge, USA. Shu, H.-L. 2011. A Research on Consumer's Cognition, Attitude and Behavioral Intention of Organic Agriculture Products and Traceable Agriculture Product. Advanced Master of Business Administration (AMBA), Master Thesis, National Cheng Kung University. (In Chinese) Smit, A.A.H., Driessen, P.P.J., Glasbergen, P. 2008. Constraints on the Conversion to Sustainable Production: the Case of the Dutch Potato Chain. Business Strategy and the Environment, 17(6), 369-381. Sonderskov, K.M., Daugbjerg, C. 2011. The State and Consumer Confidence in Eco-Labeling: Organic Labeling in Denmark, Sweden, The United Kingdom and The United States. Agriculture and Human Values, 28(4), 507-517. Stokes, M.E., Davis, C.S., Koch, G.G. 2001. Categorical Data Analysis: Using SAS system SAS Institute Inc., Cary, NC, USA. Tantowijoyo, W., Fliert, E.v.d. 2006. All about Potatoes: A Handbook to the Ecology and Integrated Management of Potato, (Eds.) H. Widagdo, J.W. Ketelaar, International Potato Center (CIP-ESEAP Region) & FAO Regional Vegetable IPM Program in South and Southeast Asia Thogersen, J. 2010. Country Differences in Sustainable Consumption: The Case of Organic Food. Journal of Macromarketing, 30(2), 171-185. Tilman, D. 1998. The Greening of the Green Revolution. Nature, 396(6708), 211-212. Tilman, D., Cassman, K.G., Matson, P.A., Naylor, R., Polasky, S. 2002. Agricultural Sustainability and Intensive Production Practices. Nature, 418(6898), 671-677. TOIP. 2012. Statistic of Organic Agricultural Land and Farm in Taiwan, 2012 Taiwan Organic Information Portal Tsai, P.-Y. 2006. The Business Models of Taiwan Organic Farming Product Industry. College of Management, Master Thesis, Yuan Ze University. (In Chinese) Tscharntke, T., Klein, A.M., Kruess, A., Steffan-Dewenter, I., Thies, C. 2005. Landscape Perspectives on Agricultural Intensification and Biodiversity – Ecosystem Service Management. Ecology Letters, 8(8), 857-874. Tseng, Y.-H. 2009. A Study on the Relationship between Leadership Style and Innovation Management of General Managers of the Farmers' Associations-Three Cases of Farmers' Associations in Kaohsiung and Pingtung Area. Graduate Institute of Education Administration Master Thesis, National Pingtung University of Education. (In Chinese) UIUC. 2013. Potato. Watch your garden grow, 2013, University of Illinois Extension Service. Vandermeer, J. 1995. The Ecological Basic Alternative Agriculture. Annual Review of Syst., 26, 201-224. Wang, Q.-R. 1980. Economic Analysis of Spatial Equilibrium Vegetable Marketing in Taiwan. Department of Applied Economics, Master Thesis, National Chung Hsing University. (In Chinese) Wang, R.-Z., Jiang, W.-J., Wu, Y.-a., Lin, D.-L., Sun, W.-Z., Chen, S.-K. 2011. Potato Cultivation and Management Techniques. Special Journal of Tainan District Agricultural Research and Extension Station. (In Chinese) Wang, Y.-S. 1973. The Study of Potato Production and Marketing and Its Price in Taiwan. Taiwan Journal of Applied Economics (Academic Journal-Journal of Agricultural Economics)(14), 78-80. (In Chinese) Woodruff, R. 1997. Customer value: The Next Source for Competitive Advantage. Journal of the Academy of Marketing Science, 25(2), 139-153. Yang, Z.-Q., Liao, W.-W. 2003. Industry Overview of Japan Hokkaido Potato Seed Technology Special News (41), 9-13. (In Chinese) Young, L.M., Hobbs, J.E. 2002. Vertical Linkages in Agri-Food Supply Chains: Changing Roles for Producers, Commodity Groups, and Government Policy. Review of Agricultural Economics, 24 (2), 428. Zaman, A.U., Miliutenko, S., Nagapetan, V. 2010. Green Marketing or Green Wash? A Comparative Study of Consumers' Behavior on Selected Eco and Fair Trade Labeling in Sweden. Journal of Ecology and the Natural Environment 2(6), 104-111. Zhang, Z.-Y. 2000. Planning Farmers' Co-marketing Organization Based on Agricultural Land Use. Journal of Taichung District Agricultural Research and Extension Station (69), 23-32. Zheliazkov, G., Zaimova, D. 2012. Economic Value of Biodiversity as a Production Resource Economics of Agriculture, 59(2), 319-331. Zhuo, S.-W. 2011. The Historic Variations of the Political Role for the Farms' Association in Taiwan. General Education Journal of Da Yeh University. (In Chinese)
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。




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.
Rights: 同意授權瀏覽/列印電子全文服務,2015-02-07起公開。
Appears in Collections:國際農學研究所

Files in This Item:
File Description SizeFormat Existing users please Login
nchu-103-7100030753-1.pdf1.99 MBAdobe PDFThis file is only available in the university internal network    Request a copy
Show full item record

Google ScholarTM


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.