Graduated School Student Essay

3139 words - 13 pages

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
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Every year the doses of insecticides and the capacities of chemical fertilizer that farmers used for increasing production and facing the drug resistance also drug efficacy are increasing. It led to incorrect use of many heavy metals and other harmful chemical ingredients. Until recent years, people started to aware of not only health awareness but also environmental awareness. However, income of the Taiwanese people increase year by year, more and more general public pursue their own good health, their requirements became more. It also causes the population of using the organic food relatively. Therefore, there are two reasons for own and the family's health and environmental protection, organic food which are non- addition of chemical pesticides will become the future trend. In view of this, the research aims at the levels of public who require their own health. Investigate the degree of organic food demand and acceptance. The research purposes are as follows:(1) To investigate the health-promoting behaviors effect the people who buy organic agricultural products. (2) To investigate the demographic variables will affect the willingness of consumers to buy organic agricultural products. Council of Agriculture, , Executive Yuan, R.O.C.(Taiwan) in Agricultural Production and Certification Management Law(January 29, 2007) Article the definition of organic agricultural products in domestic production, processing and packing process, the use of chemical pesticides, chemical fertilizers, animal drugs or other chemicals, agricultural products, and in accordance with the provisions of the Agricultural Production and Certification Management Law verify or import review and approval of agricultural products. This study will emphasize the ecological environmental protection and human health, and not use any chemical fertilizers and pesticides on agricultural land to cultivate agricultural products, defined as the organic agricultural products.
In the past scholars believe that consumers may change consumer behavior buying organic produce because of the organic agricultural products look, taste, authentication, security, health or otherwise, brands, environmental issues, access, price and other factors. And Jukes(1974)、Clarke & Merrow(1979)、Paterson (2002) etc. thought that the nutritional content of the organic agricultural products are higher than common agricultural products. In the past some studies have pointed out, consumer health and nutrition attitude affects consumer eating behavior and buying behavior of organic agricultural products. In this research uses questionnaire survey to collect research data. Questionnaire is mainly divided into three parts, marketing mix of organic agricultural products, health-promoting behaviors and demographic variables. The valid observation of the number of samples is 269. Marketing mix of organic agricultural products is the subject of self-designed questionnaire. The subject contains 7 questions of...

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