| Summary: | 碩士 === 朝陽科技大學 === 企業管理系高階產業經營碩士在職專班 === 106 === Taiwan's organic agricultural products, due to the production and standardization of the output value and organic agriculture promotion law, have doubled the output value and planting area of organic agricultural products in Taiwan, thus breaking through in marketing, while organic agricultural products are experiencing marketing and brand image, and consumers' willingness to purchase. How is the focus of this research.
In this study, the Taichung area was used as a sample for convenience surveys, and surveys were conducted for general consumers. According to the statistical analysis of the results of the questionnaire survey, and finally summed up the results, it was found that organic agricultural products have a positive impact on the brand image and the willingness of consumers to purchase in terms of the various aspects of the marketing module.
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