消費者對友善/有機食品購買意願與推廣策略之研究

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題名:	消費者對友善/有機食品購買意願與推廣策略之研究 The Research of The Consumers' Willingness to Purchase Friendly/Organic Food And Promotion Strategies
作者:	白佩玉
貢獻者:	全球品牌與行銷碩士在職學位學程
關鍵詞:	消費者友善/有機食品購買意願消費行為借鏡價值策略 consumer friendly/organic food purchase intention consumer behavior lending value strategy
日期:	2021
上傳時間:	2023-02-22 12:52:32 (UTC+8)
摘要:	本研究運用消費者行為等理論，藉由文獻探討法及比較研究法，來分析國內有機食品的市場狀況、對食品安全性的關注程度、對健康的關注程度以及有機食品認知程度的基礎上，從個別的角度來探討民眾對有機食品的購買意願及其購買行為的特色。本研究之主要研究結論預計如下: (一)本研究借鏡於先進國家有機農業之寶貴經驗，有助於提高國內消費者對有機食品的購買意願。 (二)消費者對有機食品的信任度和食品安全意識的增加，使得有機食品消費者族群的規模加速地擴張。 (三)本研究之結論為建構、促進和改善有機食品品質監管及消費系統，擴大消費市場，並預測未來有機食品重要的發展趨勢。本研究解讀/檢視有機食品的相關概念，回顧國內有機食品市場的發展歷程，分析有機食品市場的現況，其中包括有機食品市場的供需關係和競爭對象，歸納出市場發展所面臨的商機與挑戰。同時列舉限制國內有機食品發展的幾個關鍵性因素，整合國內有機食品市場發展的實際情況，以消費者和政府管理者的角度為導向，提出了幾點適合於國內有機食品市場發展的聚焦性建議，並依據國內有機食品產業的發展現況，預測有機食品市場在國內未來的發展趨勢與前景。 In terms of theories of consumer behavior, literature research, and comparative research, the study analyzes the domestic organic food market, the consumer’s concern for food safety and health, along with people’s organic food consciousness. The main findings of this study are as follows: (1) This study draws on the valuable experience of organic agri- culture in advanced countries to help increase domestic con- sumers' willingness to purchase organic food. (2) The increase of consumers' trust in organic food and food safety awareness will accelerate the expansion of the organic food consumer base. (3) The prospect of the study is to construct, promote and improve organic food quality control and consumption system, expand the consumer market, and predict the important development trend of organic food in the future. This research studies the concept of organic food, reviews the development history of the domestic organic food market, analyzes the current situation of the organic food market, including the supply-and- demand relationship and competition in the organic food market, and summarizes the business opportunities as well as challenges faced by the market development. At the same time, we list several key factors that limit the development of domestic organic food, integrate the actual situation of domestic organic food market development, and put for- ward several focused suggestions suitable for the development of the domestic organic food market from the perspective of consumers and government administrators, and predict the future development trend and the prospect of the organic food market in China based on the cur-rent development of the domestic organic food industry.
顯示於類別:	[行銷碩士學位學程] 博碩士論文

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