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中山醫學大學醫務管理學系97級

畢業專題

健康促進行為對有機農產品需求之研究

翁聖婷 張卉慈 唐德恆
Sang-Ting,Weng; Hui-tzu,Chang; Te-Heng, Tang

指導教授:蔡雅芳 博士

中華民國101年5月
目錄
摘要 * 緒論 * 研究動機………………………………………………8 * 研究目的………………………………………………8 * 文獻回顧 * 有機農產品定義………………………………………10 * 有機農產品之消費者行為相關之研究………………10 * 有機農產品在醫療照護產業之應用…………………11 * 健康促進行為與有機農產品之關聯性………………12 * 研究方法 * 研究工具………………………………………………13 * 抽樣方法………………………………………………13 * 研究變數與架構………………………………………13 * 量表設計與量表信度…………………………………14 * 資本資料統計變項……………………………………15 * 研究結果 * 產品行銷組合之分析結果……………………………17 * 健康促進量表之分析結果……………………………17 * 購買有機農產品行為之分析研究……………………18 * 分析—人口統計變項與產品行銷組合之關係………21 * 分析—人口統計變項與健康促進行為之關係………23 * 分析—有機農產品行銷組合與有機農產品需求之影響..26 * 討論 * 有機農產品行銷組合…………………………………31 * 民眾健康促進行為……………………………………32 * 討論與建議 * 結論……………………………………………………34 * 研究建議………………………………………………34

摘要

自從二次大戰後,所有國家的生產活動都是即為講求效率農民為了增加產量及因應各類病蟲害所產生的抗藥性和講求效用的藥效性,每年所使用的農藥量和化學肥料量就不斷增加,導致誤食許多重金屬等化學有害成份。直到近年來,民眾健康意識抬頭外,環保意識也漸漸受到矚目,而在台灣人民的所得逐漸增加後,有越來越多的大眾追求自身的身體健康,而要求也越來越高,使得食用有機食品的人口亦相對攀升,除了吃的要營養均衡,也要求吃的無毒與有益身體健康的。因此,為了自己與家人的健康著想和環境保護的兩個理由下,無添加化學農藥的有機飲食必會成為未來的趨勢。有鑑於此,本研究將針對民眾對於自己健康程度要求,對於有機食品的需求度與接受度進行調查。研究目的如下:(1)探討健康促進行為對民眾購買有機農產品之影響(2)探討人口統計變項是否會影響消費者購買有機農產品的意願。我國行政院農業委員會在農產品生產及驗證管理法(民國96年01月29日發布)第三條將有機農產品定義為在國內生產、加工及分裝等過程,符合無使用化學農藥、化學肥料、動物用藥品或其他化學品的農產品,並經依農產品生產及驗證管理法規定驗證或進口經審查合格之農產品;而本研究將強調生態環保及人體健康,且在未使用任何化學肥料及農藥的農地上耕種之農產品,定義為有機農產品。 過去學者認為,消費者可能會因為有機農產品的外觀、口感、認證、安全健康與否、品牌、環保議題、通路、價格等因素而改變購買有機農產品的消費行為(賴姿妤,1999;汪瑞娟,2004;Gendall,1999)。且Jukes(1974)、Clarke & Merrow(1979)、Paterson

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