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消費者對環境友善產品之知覺價值及購買意願研究

為了解決銅鑼農會超市的問題，作者高郁婷 這樣論述：

現今消費者日漸有環境保育觀念及綠色消費態度，過往民眾在認知環境保育的管道多以環境體驗活動的形式來認識生產及生態保育的關係，而現今有越來越多的顧客，開始會願意以消費環境友善產品來支持生態保育。因此，本研究藉由全聯福利中心所推廣的環境友善產品「老鷹紅豆」來探討不同屬性之消費者，在「環境知識」、「知覺價值」、「購買意願」及「環境承諾」等構面之差異，藉此暸解消費者對加工食品各構面之價值認知，以及環境友善行動的偏好，來釐清環境友善產品的消費客群輪廓。研究發現，受測者普遍對環境知識及問題有高度的重視，尤其是年齡31歲以上的受測者重視程度相對較高。在產品價值認知部分，有高達6成左右的受測者，對老鷹紅豆產品

有正確的價值認知，且大部分的受測者對老鷹紅豆這類的加工食品，最重視食品安全（品質價值），其次為對農民及生態環境的助益（社會價值），且31歲以上、居住在中及北部地區且收入較高的受測者，主要較重視產品的「功能」及「品質」。在環境保育行動上，大部分的受測者，在綠色消費行為上多為認知關懷者，因此建議在環境友善產品之訴求以「食用安全及健康」做為主要推廣訴求，會較容易獲得上述類型的消費者青睞，並輔以產品的社會價值，藉由產地體驗活動，來提升消費者對產品的認知，更能有效的促成民眾實際的消費行動。 

地方特色產業發展模式之研究:以下營農會為例

為了解決銅鑼農會超市的問題，作者陳雅雯 這樣論述：

The development of local unique industry has played an increasingly prominent role in Taiwan, and it has taken on heavy responsibility for prospering economy of local place. In recent years, the Ministry of Economic Affairs has paid a lot of attention on the advancement of local charm industry, suc

h as the movement of OTOP; OVOP (One Village One Product) in Japan is a role model for the project of OTOP (One Town One Product) in Taiwan which based on knowledge economy to create high-value-added industry. The researcher took Shiaying Farmer Association to be an example and explore the patte

rn for promoting local charm products, and aimed to its local festival, local unique products, and recreational agriculture to do a further analysis. In order to explore local cultural festival and the pattern of develop local unique industry, researcher used qualitative research to accomplish the w

hole study. It was divided into two parts; first part of qualitative research is for customers who came to cultural festival and the second part is for staffs who work in farmer association. The result shows that holding local cultural festival can strength the recognition and link between local

place and local unique products. In the future, researcher suggests that the scale of festival can be enlarged and gather more local resources to achieve multi-win situation to local place. With the rising of reputation, service cannot be ignored during the development of local unique industry. The

design of official website and after-sale service should be better to attract different age of customers.