台灣在地飲食與銷售通路初探-以四方鮮乳為例

CCUR > College of Environmental Planning & Bioresources > College of Agriculture > Department of Applied Science of Living & Graduate Institute of Applied Science of Living > thesis > Item 987654321/20070

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Title:	台灣在地飲食與銷售通路初探-以四方鮮乳為例
Authors:	翁子琪
Contributors:	生活應用科學系
Keywords:	在地飲食酪農業食物里程認知購買意願銷售通路
Date:	2010
Issue Date:	2011-10-31 14:53:42 (UTC+8)
Abstract:	近年來，在全球糧食危機、環境議題與食品安全的催化下，消費者開始關注食物從原產地到餐桌的距離，訴求永續產銷的在地飲食逐漸受到消費者的重視。在地飲食是讓消費者體驗食物如何從農場上到餐桌的新另類農業食物網絡，以最直接、最短的銷售通路，讓消費者直接購買當季在地生產的食品，建立消費者與生產者之間的「可問責性」，也建構起小型農業生產者產銷自主的價值。目前台灣也興起許多在地飲食的運動和推廣在地飲食的團體，例如農夫市集和主婦聯盟消費合作社，但國內對於在地飲食的銷售通路研究仍屬少數，有待進一步探討。故本研究欲針對台灣本土酪農業為在地飲食的研究主題，以其銷售通路進行調查，瞭解消費者對在地飲食的認知和購買意願，對在地飲食的的銷售通路提出經營改善的建議。本研究針對四方鮮乳的四個銷售通路之消費者進行問卷調查，共發出413份問卷，有效樣本為408份。透過描述性統計、獨立樣本T檢定、單因子變異數分析和相關分析等統計方法，進行資料分析。研究結果發現，四個通路的受訪者普遍對在地飲食的認知和購買意願程度都很高，74％的受訪者有聽過在地飲食的概念，66.9％的受訪者認為在地飲食的範圍是「台灣本島」；受訪者之不同個人背景變項在認知與購買意願上也具有顯著差異，唯有目前居住地對購買意願沒有任何顯著差易存在；不同銷售通路對在地飲食的認知與購買意願上也具有顯著差異。在未來研究部份，建議研究者可以進行不同區域和其他商品的通路作為研究。且同時運用「質性訪談」和「問卷調查」，深入了解生產者和消費者所重視的特點更仔細做相關研究，深入了解這些因素的交互影響。關鍵字：在地飲食、酪農業、食物里程、認知、購買意願、銷售通路 In recent years, consumers have being interested in computing the distance of their foods from farm to table, due to the increasing concern of issues regarding the crisis of global food shortage, food safety, and environment protection. Thus, ‘local food’, which people consume their foods within a defined area or food miles has drawn the attention to consumers with the support of sustainable food production, processing, distribution, and consumption. Local food is not only a different food experience for consumers but also an important concept in the alternative agri-food network. It provides direct marketing opportunity and channels between producers and consumers to ensure a fresh, seasonal, and safety food transaction. Furthermore, the ‘accountability’ between producer and consumer has established as well as the value of the independence of food production and transaction to producer. In Taiwan, local food movement has gaining its momentum and being promoted and carried out through channels like farmer's market, specialty store, and consumer groups and cooperative. However, research in the study of the local food in Taiwan are scarce, information regarding the consumer’s understandings and purchase behavior toward local food remain limited. Therefore, this study aimed to investigate the consumer cognition and purchase intention toward local food in different marketing channels with a locally produced dairy product, Four-Way milk, as the study object. The questionnaire-based survey of 408 valid respondents were collected from 4 channels of Four-Way milk, i.e. farm shop, specialty store, door delivery, and consumer groups and cooperative. It is found that the respondents from these marketing channels showed high cognition and purchase intention toward local food. Seventy four percent of the respondents heard ‘local food’ before the survey, while 66.9% respondents recognized the foods produced/grown in the island of Taiwan as local food. Respondents with different demographic characteristics and from different marketing channels were significantly different in their cognition and purchase intention of local food. The results of this study provide the insights of consumer behaviors toward local food and could be utilized by the local producers and marketing channels in the promotion of local food in Taiwan.
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