| Summary: | 碩士 === 東海大學 === 食品科學系 === 95 === Since Taiwan entered the World Trade Organization (WTO) in 2002, her agricultural market has been opened up to the whole world and started facing the high risk of international disease attack. The number of domestic food poisoning incidences is climbing and more and more bad-quality food is being manufactured by crooked makers, causing panic and uneasiness among producers, distributors, and consumers. For the reason of becoming the main issue in daily diet nowadays, source marking management and concern of health and safety are deeply involved in all processing stages of agricultural food. The Government and the authorities concerned of some nations had tried to chain up their food circulation, in order to set up useful control systems into farm stage, process stage, and also down to the end of the distribution channel. Nonetheless, the problems of food safety occurred continually and it would seem that is becoming tougher. The trust of consumers towards food labels and symbols seems to be lower, which is enlarging the risk while consumers purchasing food. Therefore, the need to know safety information is accordingly increasing day by day. In light of this, advanced countries are setting up the traceability system of detail information for agricultural products. Taiwan government also implements the agriculture and food traceability-related policies. For answering the demand of integrated food safety supply chain and meeting the global trend of such issues, Taiwan should extend her current agriculture and food traceability system to processed food in the future. However, the present situation of information data-base and food industry seems to be hard to trace the history of food directly. Under considering the requirement of food traceability in the future, this study selected primary processed food as the object of research and gave it a position to serve as an initial role to improve the establishment of integrated food safety supply chain. Furthermore, Taiwan domestic produced coffee is chosen to be the actual research target after evaluating the practicability and economical conditions of market.
This study did a pretest firstly for positioning the market spaces of Taiwan coffee market based on the category of products. The result of pretest showed that consumers who were sampled at coffee shop tended to know information about coffee. According to the result, market spaces of Taiwan coffee market were divided to CVS group and coffee shop group , and these two types of market also backed up the posterior formal survey conducted to know behavior and mental opinion of coffee drinkers. In the formal survey, responders gave evaluation to Taiwan domestic produced coffee, their preference on traceability information groups, as well as awareness, trust and purchase willing towards labels and symbols.
The result of formal survey showed that all sampled consumers have interest in traceability information of coffee; over 60% of responders will increase their purchasing willing after checking the traceability information. Consumers who were sampled at coffee shop had higher preference towards the food labels, symbols and traceability system than CVS group. If food traceability system of coffee has been well promoted, consumers seem to strengthen their purchasing willing, and their consuming pattern was regarded advantageous for promoting the food traceability system of coffee. In conclusion, to establish the food traceability system of coffee from coffee shops firstly, apply the result of this study to compose promotion strategies and to extend to install traceability system of processed food were strongly suggested.
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