A Study of the Leisure Farm Homemade Organic Food External Cues on Purchase Intention

• Main Authors: Che-Jung Hsu, 許哲榮
• Other Authors: Dong -Jenn Yang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/40871952174695520181

碩士 === 義守大學 === 管理學院碩士班 === 98 === In recent years, Taiwan''s traditional agricultural gradually go downhill to join WTO after the farmers Bixumiandui cheaper products from overseas sales of Yu Jing Zheng, in this case government began to actively help guide agriculture to transforming into a people in recent years leisure demand, it would therefore encourage farmers combine agriculture and leisure industry, leisure farms for the type of transition, with a view to sustainable development. Leisure farms for agricultural products should be made with the government, actively products through various types of certification for products, quality assurance, the assurance of quality under some countries to consumers before Jianli Qi confidence to products and Goumaiyiyuan. In recent years, people with health consciousness, consumers have the choice to non-toxic, no pesticide residues or organic production of food for the appeal, together with the government policy of encouraging agriculture, many farmers are hoping to obtain through this forever continued survival, but the policy had just certified organic food on the road, then many retailers have the banner of "organic" label, to enhance product value, but it is not certified products, making consumers buy more products related to spending a lot of time and money, result when consumers buy organic food concern, The organic product promotion that it is for very large resistance, so this study is to Waibu information through product delivery, increase consumer willingness to buy groove, The goal is as follows: 1. Organic certification mark on the brand image and purchase intentions. 2. Product LOGO on the brand image and purchase intentions. 3. The price of the brand image and purchase intentions. Results in a significant positive effect on brand image will purchase intentions, which are eco-friendly image and purchase intention demands a significant positive effect, can be seen as the demand for organic food, its packaging can be described in words the positive impact on the environment, to increase consumer purchases, especially when consumers buy organic food farming is easy to be affected by this.