| Summary: | 碩士 === 明道大學 === 資訊傳播學系碩士班 === 101 === In the recent years, organic agriculture, which pollutes the environment and destroys the ecology less and contributes to support consumer health and safety, thus catches more and more attention. an increasing number of researches have been conducted on the consumer behavior of organic agriculture products.
Most of the researches tend to be quantitative researches, and quantitative researches focus on experiments. When quantitative research method is applied to the consumer behavior of organic agriculture products, people can easily understand the consumer behavior at the moment, but they can neither understand the contexts nor learn the evolution of this consumer behavior.
This research on consumer behavior on choosing organic products is base on grounded theory. By the analysis and coding process of the interview data that collected from twenty interviewers in a theoretical sampling process, this research generalizes forty eight open coding and fifteen axial coding. In the selective coding process, this research generalize three major concepts of consumer behavior on choosing organic products and establishes a model of consumer behavior on choosing organic products.
Keywords：Organic Agriculture, Consumer Behavior, Grounded Theory
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