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論文名稱 Title |
台灣有機食物之消費者行為研究--計劃行為理論之應用 A Study of Consumer Behavior of Organic Food in Taiwan: An Application of the Theory of Planned Behavior |
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系所名稱 Department |
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畢業學年期 Year, semester |
語文別 Language |
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學位類別 Degree |
頁數 Number of pages |
136 |
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研究生 Author |
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指導教授 Advisor |
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召集委員 Convenor |
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口試委員 Advisory Committee |
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口試日期 Date of Exam |
2009-07-07 |
繳交日期 Date of Submission |
2009-08-25 |
關鍵字 Keywords |
有機食物、計劃行為 organic food, theory of planned behavior, social influences, attitudes, consumer behavior, perceived control, green marketing |
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統計 Statistics |
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中文摘要 |
none |
Abstract |
The focus of this thesis is on the behavior of Taiwanese consumers in the organic food market in Taiwan. The theory of planned behavior is used to determine what role attitudes, social influences and perceived control has on Taiwanese consumers’ intention to purchase organic food. Furthermore, a fourth construct testing the role of one’s attitude towards the environment on consumer behavior is tested. The importance of demographics on the organic food market is also tested to determine a target market for the marketers of organic food in Taiwan. The data for this thesis was collected through several interviews which provided detailed information on the beliefs and attitudes of Taiwanese consumers on organic food. The results from the interviews were used as the foundation of the questionnaire which was hosted online. This thesis determined that the main factors influencing consumer behavior of the organic food market in Taiwan are the attitudes of Taiwanese consumers towards organic food and social influences on Taiwanese consumers. Marketing efforts of organic food in Taiwan should therefore focus on attitudes and social influences on Taiwanese consumers. Perceived control is less influential, while the attitude of Taiwanese consumers towards the environment did not prove to have a positive significant relationship with intention to purchase organic food. This thesis proved that there is no significant difference in intention to purchase organic food between Taiwanese consumers’ of different genders, areas of residence and income levels, however those aged over 50 and 30-39 years old are significantly more inclined to purchase organic food than those aged 18-29. |
目次 Table of Contents |
IV. Table of Contents 1. Introduction..................................................................................................................................1 1.1 Background....................................................................................................................1 1.2 Purpose and Objectives..................................................................................................3 2. Literature Review.........................................................................................................................6 2.1 Green Marketing and Organic Food....................................................................................6 2.2 Green in Taiwan...........................................................................................................12 2.3 Green Consumerism in Taiwan...................................................................................16 2.4 The Marketing Environment in Taiwan.......................................................................19 2.5 Taiwanese Attitude towards Organic Food.................................................................21 2.6 Proliferation of Organic Food in Taiwan.....................................................................23 2.8 Theoretical Framework: Theory of Planned Behavior................................................29 2.8.1 Attitudes and Attitudinal Beliefs.........................................................................32 2.8.2 Subjective Norms and Normative Beliefs............................................................34 2.8.3 Perceived Behavioral Control and Control Beliefs..............................................35 2.8.4 Adjusted TPB Model: Environmental Attitude...................................................36 2.8.5 Sufficiency of the Theory of Planned Behavior..................................................38 2.8.6 Theory of Planned Behavior in Green Marketing................................................39 2.9 Concluding Comments.................................................................................................45 3. Methodology..............................................................................................................................47 3.1 Research Questions and Hypotheses...........................................................................47 3.2 Pilot Study....................................................................................................................62 3.3 Questionnaire...............................................................................................................66 4.0 Results......................................................................................................................................70 4.1 Interview Results.........................................................................................................70 4.1.1 Demographics of Interview Population...............................................................70 4.1.2 Awareness of Environmentally Friendly Products..............................................71 4.1.3 Attitudinal Beliefs of Organic Food Products.....................................................73 4.1.4 Normative Referents in regards to Organic Food Products.................................75 4.1.5 Salient Control Factors........................................................................................77 4.1.6. Environmental Opinions.....................................................................................78 4.1.7 Pilot Study Concluding Comments......................................................................79 4.2 Questionnaire Results..................................................................................................80 4.2.1 Hypothesis Testing...............................................................................................84 4.2.2 Supplemental Demographic Analysis..................................................................95 5. Discussion and Conclusion......................................................................................................103 5.1 Interpretation of the Results and Marketing Implications.........................................103 5.2 Potential Limitations of the Research........................................................................108 5.3 Direction for Future Research....................................................................................109 5.4 Conclusion.................................................................................................................110 6. References................................................................................................................................113 7. Appendixes..............................................................................................................................118 Appendix A......................................................................................................................118 Appendix B......................................................................................................................121 V. List of Tables Table 1: Six Sins of Greenwashing................................................................................................10 Table 2: Revenue Forecasts for Taiwan’s Organic Food Market..................................................25 Table 3: Descriptive Statistics U.K. Sample..................................................................................41 Table 4: Descriptive Statistics Greek Sample................................................................................41 Table 5: Goodness of Fit................................................................................................................43 Table 6: Correlation Coefficients...................................................................................................44 Table 7: Location of Participants in Pilot Study...........................................................................71 Table 8: Age of Participants in Pilot Study...................................................................................71 Table 9: Alpha Measures of Attributes..........................................................................................82 Table 10: Questionnaire Age Distribution.....................................................................................83 Table 11: Monthly Income of Questionnaire Respondents...........................................................84 Table 12: Descriptive Statistics for Hypotheses 1-4......................................................................88 Table 13: Statistics of Significance for Hypotheses 1-4................................................................88 Table 14: Statistics of Significance for Hypotheses 6-9................................................................94 Table 15: Tukey-Kramer Procedure Results..................................................................................97 Table 16: Summary of Important Findings of TPB.....................................................................104 VI. List of Figures Figure 1: The Theory of Reasoned Action....................................................................................30 Figure 2: The Theory of Planned Behavior...................................................................................31 Figure 3: Adjusted Theory of Planned Behavior Model................................................................38 Figure 4: Research Hypotheses and Model...................................................................................57 Figure 5: Hypothesis 10-13...........................................................................................................61 |
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