| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 105 === In recent years, the awareness on the harmful effects of environmental and health issues related to food is increasing among the people and, as a result, the demand for organically grown production has grown.
The purpose of this study is to investigate about the general trend of consumer awareness how to influence on purchase intention in the rapid growing organic food market. Specifically, the influence of consumer awareness in which includes self-awareness, environmental awareness and health awareness on consumer values’ such as consumer behavior, knowledge; and the effects of consumer behavior, knowledge on organic foods’ purchase intention. We designed the questionnaire concerned with consumer personality traits such as self-awareness, behavior and consumer values component in terms of human health, knowledge and environment welfare. Based on a sample of 300 respondents, linear regression analysis (LRA) is used to test hypotheses. The result shows that consumers have being highly aware of their health and environmental issues and it has significant influence consumers’ knowledge, willingness to change eating and purchasing behavior toward organic foods’ in order to stay healthy and save the environment in a long-term.
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