Social Embeddedness in Farmers'' Market’s Management: An Illustration of NCHU Organic Farmers’ Market

• Main Authors: Wen-Zen Yang, 楊文仁
• Other Authors: 董時叡
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/00281219392783038996

碩士 === 國立中興大學 === 生物產業暨城鄉資源管理學系所 === 98 === The research taking the NCHU Organic Farmers’ Market as the main field of personality participated in farmers’ market operation process. By means of in-depth interviews and participant observation, it attempts to understand how to establish and manage the farmers’ market, and how to become a platform between producers and consumers. The consequence of improving their agriculture literacy and trust by social embeddedness was examined as well. It is found that to build rules and regulations is the key to stabilize the operation of NCHU Organic Farmers’ market. Through regular selling time and fixed place, the continuous participation can be sustained and the mutual confidence can be consolidated. In the context of Farmers’ market, both producers and consumers can convey information and feelings to each other. Consumers not only believe farmers’ production philosophy and methods and get safely food, but also enhance their own agriculture literacy and trust. Moreover, producers will establish a diversity mode of an agricultural business through farmers’ market participation.