| Summary: | 碩士 === 國立高雄第一科技大學 === 運籌管理所 === 97 === Organic agriculture has developed in Taiwan for years. Earlier, researches on organic agriculture are mostly on technical side. Recently more attention pays to consumer related studies such as consumer satisfaction, and preferences. However, in addition to farming technology or general consumer studies, certification plays an important role when promoting organic agriculture. Organic agriculture certification is some proof of agricultural products achieving required standards and it helps consumers to choose and benefits both producers and consumers. Nevertheless, few studies focus on certification related issues and most related studies are on consumer recognition of certification marks. Therefore, the purpose of this study is first to understand consumers’ awareness and trust of certification process and mark of agricultural organic products. Then further to analyze if the awareness and trust of consumers’ affect their purchasing behavior.
This study conducted a survey of 400 consumers in Taipei and Kaohsiung regions. By using AVOVA, PRE, and Order Logistic Regression, our results indicate that the majority of consumers of organic agricultural products do not fully understand the regulations in certification process and the mark. However, most consumers trust the certification process, the mark, and the expertise of Accredited Certifying Agents. Finally, consumers have high willingness to buy those certified organic agricultural products.
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