研究結論

第五章結論與建議

5.1 研究結論

本研究的受訪者以女性居多占64.1%，年齡層方面分佈於 26-35 歲為最多數；

婚姻狀況大部份為已婚者占 57.2%；個人平均月收入 10,000 元以下為多數，其次為20001-30000 元；受訪者學歷以大學學歷者為主；職業類別主要是受雇員工為多

數，其次是軍公教及服務業；大部份受訪者居住地為三民區及鳳山區；家中有 16

歲以上者約占46.3%，有 60.5%的受訪者是家中主要採購者，家庭飲食型態有八成以上的受訪者屬各類食物皆吃者。

本研究主要是以高雄市各地區不同消費者對有機農產品的態度，經由消費者的健康意識、對食品安全的關注及生活型態等因素，分析其對購買意向的影響。同時並以社經背景、飲食型態、對於食品和健康的看法，在消費者選購食物時，對其態度因素造成的影響作為本架構之主體，進行結構方程式分析。

研究結果顯示消費者對有機農產品的態度對購買意向之相關係數最高，說明消費者對有機農產品的態度越正向，則會增加其購買有機農產品的意願；而健康意識、生活型態與關注食品安全對有機農產品的購買意向同樣具有正向影響，其相關係數皆呈顯著正相關。

對於研究假設方面，綜合所有驗證結果，在此顯著水準設定為p < 0.10，則本 研究的7 個假設皆成立，如表 5.1 所示。

表 5.1 研究假設檢定結果

研究假設內容結論參考數據

假設 H1a 健康意識對有機農產品的態度有顯著影響成立表 4.6.5 假設H1b 健康意識對有機農產品的購買意向有顯著影響成立表 4.6.5 假設H2a 食品安全對有機農產品的態度有顯著影響成立表 4.6.5 假設H2b 食品安全對有機農產品的購買意向有顯著影響成立表 4.6.5

研究假設內容結論參考數據假設H3a 生活型態對有機農產品的態度有顯著影響成立表 4.6.5 假設H3b 生活型態對有機農產品的購買意向有顯著影響成立表 4.6.5 假設H4 有機農產品的態度對購買意向有顯著影響成立表 4.6.5 5.2 研究建議

5.2.1 對政府相關單位之建議

本研究結果顯示健康意識對購買意向有顯著影響，其中以消費者重視自己的健康狀況(4.06)並且認為吃得健康很重要(4.16)影響程度最高。因此建議政府相關單位應重視消費者權益，透過對有機農產品的嚴謹規範，並有效的檢測與管控，為全民健康嚴格把關，讓消費者在選購有機農產品的過程更有保障並更安心使用，進而提高消費者對有機農產品的購買意願。

5.2.2 對生產者的建議

本研究結果顯示關注食品安全對購買意向有顯著影響，其中以消費者擔心食品中農藥殘留問題(4.25)、食品中生長賀爾蒙殘留問題(4.24)及食物中抗生素殘留問題(4.24)影響程度最高。消費者因為食安事件頻傳，實在食不安心，因此建議生產者，應確實遵守農政單位之規範，提供消費者健康安全營養之有機農產品，務必使消費者所擔心的問題降至最低，進而提高消費者對有機農產品的購買意願。

5.2.3 對消費者的建議

本研究結果顯示生活型態對購買意向有顯著影響，其中以我會時常食用蔬菜水果(4.11)、選擇食物時會考慮其營養價值(3.97)及我會嘗試減輕自己的壓力(3.92) 影響程度最高。消費者認為有機農產品對自身健康和環境保護是有助益的，產生正向的態度，達到購買行為。因此建議消費者在選購食品時，應著重在注重環保，不污染環境，不破壞生態，且能提供安全衛生與健康有保障的有機農產品，進而提高對有機農產品的購買意願。

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在文檔中郭石玲，2015，健康意識、食品安全和生活型態對有機農產品的態度和購買意向之分析，國立高雄應用科技大學觀光管理系觀光與餐旅管理碩士班碩士論文 (頁 107-0)

第五章 結論與建議

5.1 研究結論

第五章結論與建議