| Summary: | 碩士 === 國立中山大學 === 經濟學研究所 === 107 === To deal with the transformation of economic environments and lifestyles, the pursuits of healthy consumption bring consumers to ask the qualified safety agricultural products. Organic foods hence have been emphasized as well as brought vigorous development of organic product market. In 2010, the First Bank issued a co-branded credit card, to connect financial system with the access of organic food. The purpose of this card is to promote the identification of consuming organic life from the promotion of organic food and strength of the production of organic agriculture. For that, the study is to explore the effects of organic food consumption on the identification of organic agriculture and to see whether the holding of co-branded credit card can moderate this effect. As the results, functional identification of organic agriculture is significant affected by consumption habits, consumption ways, and the selection standards of consumption evaluation; empirical identification of organic agriculture is significant affected by consumption habits and consumption principles; symbolic identification of organic agriculture is significant affected by consumption habits and consumption principles. Furthermore, the effects of organic food consumption on the identification of organic agriculture are not significant moderated by the holding status of co-branded credit card.
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