A Study of the Behavior in Purchasing Agricultural Products Directly from Farmers—Based on TRA

• Main Authors: Chen, Yu-Han, 陳榆涵
• Other Authors: Wang, Wen-Hung
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/u4fa7y

碩士 === 國立臺灣海洋大學 === 航運管理學系 === 107 === As the world’s population reaches 7 billion, climate changes and extreme weather have become frequent and severe. With the growing awareness of food safety and environmental sustainability in recent years, issues related to agricultural protection are emerging, and people begin to pay greater attention to the source and safety of food. Agricultural land fragmentation in Taiwan leads to small-scale agriculture. Instead of using traditional marketing, smallholder farmers sell their products directly or through the e-commerce platform to the consumers, which not only encouraging the concept of “local production for local consumption”, but also reducing food miles. This study aims to explore the behavior of consumers in purchasing agricultural products directly from farmers based on the Theory of Reasoned Action (TRA) with three factors of “affective value”, “brand value” and “cognitive value”. The results show that affective value, brand value and cognitive value are positively related to “attitude” and “subjective norms”. In addition, the attitude and subjective norms of the consumers purchasing agricultural products directly from farmers are also positively related to behavioral intentions. The results of the study are in line with the Theory of Reasoned Action.