A study on Consumer Behavior for the Certified Agricultural Standards Logo of Fresh Milk in Taiwan

• Main Authors: Wan-Ting Chen, 陳婉婷
• Other Authors: 蕭景楷
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/50667386540467311849

碩士 === 國立中興大學 === 應用經濟學系所 === 95 === Abstract After joining WTO, the fresh milk of Taiwan faces tremendous challenge, the fresh milk of Taiwan still use ultra-heat-treated as principle, can''t examine whether is the fresh milk or the mix milk. the scope of the current fresh milk mark chapter is only in bar of to counterfeit by restoring the milk the fresh milk to cheat consumers, the central livestock products will point out the fresh milk of future will adopt the high temperature-short time, the technique for a short time under the CAS certification standard, can effectively distinguish to restore the milk with the fresh milk, the rights of the guarantee consumer, if the ability integrates the fresh milk mark chapter to go into "CAS" to expand, in addition to canning promote freshly milk of quality and hygiene security, can also unify the mark chapter of the agricultural product identification, reducing the harassment of people. This research collects initial data by the method of the questionnaire investigation from consumers. The total effective recovery questionnaire has been analysis with statistic methods like Test, Factor Analysis and Group Analysis, etc., and the analytical result is as follows: 1. The consumer mostly knows the fresh milk mark chapter and CAS marks the chapter, and understand the fresh milk mark chapter meaning and function that mark the chapter with CAS, and think the fresh milk mark chapter mainly is the quality assurance of the representative''s fresh milk, CAS marking the chapter mainly is to represent the product quality and the ingredient specification to certainly conform to the standard in the CNS nation. the consumer mostly agrees mark fresh milk chapter changes to mark the chapter for the CAS, and the most consumers purchase the will and all will increase after the fresh milk certification is marked an increase by the fresh milk to mark the chapter for the CAS. 2. This research depends on the domestic and fresh milk to purchase the need is divided into consumer "the product certification and the characteristic factor", "the price and quality claim the factor", "the safe factor of the food". After carry on the K-Means to gather a group of methods, get "the value product certifications, "the value food security and qualities two gather the flock, and these two gather the flock to purchase to have the CAS in domestic and fresh milk purchasing need factor, fresh milk every week purchasing number of times, making choice of purchase fresh milk whether having the fresh milk mark chapter to just purchase, make choice of purchase the fresh agricultural product whether having the CAS mark chapter to just purchase, a week of there is all obvious difference on the fresh agricultural product number of times, "whether know the fresh milk mark a meaning and function", "whether the approval changes the fresh milk mark chapter as the CAS to mark the chapter", age, level of education, occupation, personal average month income.