Responsive image
博碩士論文 etd-0825109-171242 詳細資訊
Title page for etd-0825109-171242
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
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
136
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
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
統計
Statistics
本論文已被瀏覽 5798 次,被下載 0
The thesis/dissertation has been browsed 5798 times, has been downloaded 0 times.
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
參考文獻 References
Ajzen, I. (1985). A theory of planned behavior. In Action control: from cognition to
behavior (pp. 11-39). Berlin and New York: Springer-Verlag.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human
Decision Process, 50, 179-211.
Ajzen, I. (2002). Constructing a TPB questionnaire: conceptual and methodological
considerations. Retrieved October 14, 2008, from
http://people.umass.edu/aizen/pdf/tpb.measurement.pdf
Ajzen, I., Ellen, P. S., & Madden, T. J. (1992). A comparison of the theory of planned
behavior and the theory of reasoned action. Personality and Social Psychology
Bulletin, 18(1), 3-9.
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior.
New Jersey: Prentice Hall Inc.
Bandura, A. (1986). Social foundations of thought and action: a social cognitive theory.
New Jersey: Prentice Hall.
Charter, M., & Polonsky, M. (1999). Greener marketing: A global perspective on greener
marketing practice (2nd ed.). Sheffield: Greenleaf.
Chen, M. F. (2009). Attitude towards organic foods among Taiwanese as related to health
consciousness, environmental attitudes, and the mediating effects of a healthy lifestyle.
British Food Journal, 11(2), 165-178.
Churchill, G. A. (1979). A paradigm for developing better measures of marketing constructs.
Journal of Marketing Research, 16, 64-73.
Coddington, W. (1993). Environmental marketing: positive strategies for reaching the
green consumer. New York: McGraw-Hill.
Environmental Protection Agency Taiwan. Retrieved August 13, 2008, from
www.epa.gov.tw/en/aboutus
Fisk, G. (1974). Marketing and the ecological crisis. London: Harper and Row.
Fuller, D. (1999). Sustainable marketing: Managerial-ecological issues. Thousand Oaks,
CA: Sage.
Ginsberg, J., & Bloom, P. (2004, Fall). Choosing the right green marketing strategy. MIT
Sloan Management Review, 79-84.
Greenhouse gas reduction. (2007). Taiwan Journal. Retrieved August 3, 2008, from
http://taiwanjournal.nat.gov.tw/site/Tj/ct.asp?xItem=24501&CtNode=118 -
Groebner, D. F., Shannon, P. W., Fry, P. C., & Smith, K. D. (2005). Business statistics: a
decision making approach. New Jersey: Pearson Prentice Hall.
Henion, K., & Kinnear, T. (1976). Ecological Marketing. Chicago: American Marketing
Association.
Hofstede, G. (n.d.). Geert Hofstede's Cultural Dimensions. Retrieved June 2, 2009, from
http://www.geert-hofstede.com/hofstede_taiwan.shtml
Hwang, J. (2008, January 1). Climate change: crisis and opportunity. Taiwan Review.
Retrieved August 7, 2008, from
http://taiwanreview.nat.gov.tw/ct.asp?xItem=25049&CtNode=119
Kalafatis, S. P., Pollard, M., East, R., & Tsogas, M. H. (1999). Green marketing and
Ajzen's theory of planned behavior: a cross market examination. Journal of Consumer
Marketing, 16(5), 441-460.
Kottler, P., & Armstrong, G. (2007). Marketing: an introduction (8th ed.). New Jersey:
Pearson Prentice Hall.
Lee, Monle. (1998). What is the proper marketing mix when the recipe is Taiwanese.
Competitiveness Review, 8(2), 34-45.
Leontitsis, A., & Pagge, J. (2007). A simulation approach on Cronbach's alpha statistical
significance. Mathematics and Computers in Simulation, 73(5), 336-340.
Levitt, T. (1960). Marketing myopia. Harvard Business Review.
Li, P. (2000, October 1). Trash transfigurations. Taiwan Review. Retrieved July 28, 2008,
from http://taiwanreview.nat.gov.tw/site/Tr/ct.asp?xItem=557&ctNode=119
McGuire, W. (1985). Attitudes and attitude change. In G. Lindzey & E. Aronson (Eds.),
Handbook of social psychology (pp. 233-346). New York: Random.
Menon, A., & Menon, A. (1997). Enviropreneurial marketing strategy: The emergence of
corporate environmentalism as market strategy. Journal of Marketing, 61, 51-67.
Ministry of Interior Report. Retrieved December 3, 2008, from
http://www.moi.gov.tw/stat/english/year.asp
Mintel. (1995). The second green consumer report. London: Mintel.
Moore, J. (1999, January 18). What can Taiwan do with all that waste. Business Week.
Retrieved August 11, 2008, from
http://www.businessweek.com/archives/1999/b3612146.arc.htm
National Consumer Council. (1996). National Consumer Council green claims: A
consumer investigation into marketing claims about the environment. London:
National Consumer Council.
Oliver, J. (2007). Increasing the adoption of environmentally friendly products: Who are
the non-adopters and what will get them to buy green? (Doctoral Dissertation).
Rhode Island: University of Rhode Island.
Organic Trade Association. (2006). The Taiwanese market for organic food and drink.
Massachusetts: Organic Trade Association.
Osterhus, T. (1997). Pro-social consumer influence strategies: When and how do they
work? Journal of Marketing, 61(4), 16-29.
Ottman, J. (1992). Green Marketing. Lincolnwood, IL: NTC.
Ottman, J. (1993). Green marketing: Challenges and opportunities. Chicago: NTC
Business Books.
Ottman, J. (1996). Green consumers are not consumed by eco-anxiety. Marketing News,
30(16), 13.
Ottman, J. (2006, June). Green marketing myopia. Environment Science and Policy for
Sustainable Development, 48(5), 22-36.
Peattie, K. (1995). Environmental marketing management. London: Pitman.
Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophesy?
Qualitative Market Research: An International Journal, 8(4), 357-370.
Phillips, L. (1999). Green attitudes. American Demographics, 21(4), 46-47.
Ritchie, J. R. B., & McDougall, G. H. G. (1985). Designing and marketing energy
conservation policies and programs. Journal of Public Policy and Marketing, 4, 14-32.
Roberts, K. (n.d.). Health Benefits of Organic Food and Environment Health. In Health
Benefits of Organic Food and Environment [Article]. Retrieved June 4, 2009, from
http://organic.lovetoknow.com/Health_Benefits_of_Organic_Food_and_Environment
Roper ASW. (2002). Green gauge report 2002. New York: Roper ASW.
Schlegelmilch, B., Bohlen, G., & Diamantopoulos, A. (1996). The link between green
purchasing decisions and measures of environmental consciousness. European
Journal of Marketing, 30(5), 35-55.
Tabachnick, B., & Fidell, L. (2001). Using Multivariate Statistics. Boston: Allyn and
Bacon.
Underwood, L. (1996, September 1). Airborne menace. Taiwan Review. Retrieved
August 3, 2008, from http://taiwanreview.nat.gov.tw/ct.asp?xItem=231&CtNode=119
Taylor, S., & Todd, P. (1995). Decomposition and crossover effects in the theory of
planned behavior: a study of consumer adoption intentions. International Journal of
Research in Marketing, 12, 137-155.
TerraChoice. (2007). The six sins of greenwashing: A study of environmental claims in
North American consumer markets. TerraChoice Environmental Marketing Inc.
Tsai, W.-H. (2007, September 27). The growth of Taiwan's aging population and its
socio- economic consequences. Speech presented at Institute of Gerontology, National
Chengkung University, Taiwan.
Werner, M., & Kaiser, N. (2007, December). Challenges for foreign organic food in Taiwan. Taiwan-German Business News, 1-3.
Wiser, R., Bolinger, M., Holt, E., & Swezey, B. (2001). Forecasting the growth of green
power markets in the United States. National Renewable Energy Laboratory,
NREL/TP620-30101, LBNL-48611.
Wong, K. K. (2001, November). Taiwan's environment, resource sustainability and green
consumerism: Perceptions of university students. Sustainable Marketing, 9(4), 222-233.
電子全文 Fulltext
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
論文使用權限 Thesis access permission:校內校外均不公開 not available
開放時間 Available:
校內 Campus:永不公開 not available
校外 Off-campus:永不公開 not available

您的 IP(校外) 位址是 35.175.200.199
論文開放下載的時間是 校外不公開

Your IP address is 35.175.200.199
This thesis will be available to you on Indicate off-campus access is not available.

紙本論文 Printed copies
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。
開放時間 available 已公開 available

QR Code