字體大小: 字級放大   字級縮小   預設字形  

詳目顯示

以作者查詢圖書館館藏以作者&題名查詢臺灣博碩士以作者查詢全國書目
研究生中文姓名:林欣君
研究生英文姓名:Lin, Hsin-Chung
中文論文名稱:消費者對海鮮產品之永續生態標章偏好分析
英文論文名稱:The Analysis of Consumers' Preference on Ecolabeled Seafood in Taiwan
指導教授姓名:詹滿色
口試委員中文姓名:教授︰陳清春
教授︰陳郁蕙
副教授︰葉寶文
副教授︰詹滿色
學位類別:碩士
校院名稱:國立臺灣海洋大學
系所名稱:應用經濟研究所
學號:10435001
請選擇論文為:應用型
畢業年度:106
畢業學年度:105
學期:
語文別:中文
論文頁數:115
中文關鍵詞:海鮮產品永續生態標章消費習慣聯合分析法Logit模型
英文關鍵字:SeafoodEcolabeledConsumption habitsConjoint analysisLogit model
相關次數:
  • 推薦推薦:0
  • 點閱點閱:99
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏收藏:0
海洋蘊藏豐富資源一直被視為人類的「第二糧倉」,經過時代的轉變,過去未有永續發展的觀念,造就自然資源受到破壞以及面臨無法恢復的狀態。根據聯合國統計全球已有77%海洋漁業資源受到過度開發,海洋資源面臨枯竭。為因應海洋資源耗竭問題1995年聯合國糧食及農業組織(FAO)積極推動永續漁業發展並訂定責任漁業行動綱領(Code of Conduct for Responsible Fisheries,CCRF),引領國際永續生態標章的出現。在國際間對於永續生態標章重視下,台灣的民眾是否也同樣關心此項議題?消費者在選購海鮮產品時的動機與偏好為何?另外,國內消費者對於永續生態標章是否重視?是否該創造屬於台灣本土的永續生態標章認證系統?
本研究將海鮮產品分為數個屬性(生產方式、來源、永續生態標章以及價格)利用屬性組合成不同產品,讓消費者對於不同屬性組合的產品做選擇,藉由聯合分析法模擬真實生活的消費選擇行為,以問卷調查的方式從中了解消費者對於海鮮產品的需求導向以及對於永續生態標章的看法,並利用Logit模型計算屬性之成分效用值及相對重要性找出國內消費者在選擇海鮮產品時的偏好屬性以及可能的產品選擇組合。
調查結果顯示,消費者訊息接收管道主要來自網際網路,以及消費者最常的購買的消費通路是傳統市場與超級市場。產品保存狀態與產品收穫方式普遍沒有特定偏好。消費海鮮最重視的因素為「新鮮度」、「可能因汙染物產生的健康風險」,最不重視的則是「為野生捕撈的」與「為本地收穫」。進一步將消費者分群發現,特定族群的消費者受其所屬的團體影響甚大,對於海鮮產品的消費習慣偏好與其他消費者則有差異狀況。
Logit模型估計以及成分效用値與相對重要性結果顯示,對於石斑魚產品的選擇上,消費者最重視的屬性為生產方式,最不重視的屬性則為價格。永續生態標章屬性在白蝦與透抽兩產品上,對消費者而言都是較重要的部分,說明消費者對於永續生態標章的部分是重視的。但將永續生態標章細分為國內、國外以及無永續生態標章進行探討的結果卻不如預期有偏好有永續生態標章的狀況,反而較偏好無永續生態標章之產品,推測可能為國內消費者對於永續生態標章完全不重視,或是對於永續生態標章主要目的與運作認知程度不夠、觀念不足導致。若台灣未來要發行本土的永續生態標章可能需要多注意消費者對於永續生態標章的在意程度以及認知狀況,在社會大眾對於永續生態標章的運作及宗旨達到認同且願意付出的情況下,除了對於永續生態保育上有所幫助外還可進一步提升海鮮相關產業之經濟發展。
According to the statistics of United Nations, 77% of the marine fishery resources have been over-exploited around the world. Due to the fact that people do not have the concept of sustainable development in the past, the abundant natural resources of ocean is damaged as time goes on. Therefore, Food and Agriculture Organization of the United Nations (FAO) concluded Code of Conduct for Responsible Fisheries (CCRF) in 1995, which promoted Ecolabel and spread it in the international. Considering arising awareness of global environmental protection, seafood safety verification and Ecolabeled are considerable emphasis on international business. But are the consumers in Taiwan pay attention to this situation? Before consuming seafood, what are the factors influencing consumers’ behavior? Should we also promote the Ecolabeled system in Taiwan?
In this study, seafood products are divided into several attributes: Production Methods, Origin, Ecolabeled and Prices. By using attributes combined into different products, so that consumers have different combinations of products to choose. This thesis will use conjoint analysis and questionnaire survey to find out different types of consumers making choice on different products, and logit model is conducted as part-worth estimation. Finally propose a marketing strategy to firms and government.
The survey results reveal that consumers receive messages mostly from the Internet, and most consuming in the traditional market. No preference state of preservation products and harvesting methods. The most important factor is "freshness" and the least important factors are "for wild fishing" and "for local harvest" in consumer seafood products. Additional segmentation of consumers find that specific groups of consumers affected by their own group of great impact on the consumption of seafood products preferences and other consumers are different conditions.
The result denotes that according to Logit model, the most important attribute of Grouper is “Production Methods”, and the most unimportant is “Price”. It does demonstrate that consumers consume the Grouper, most of them more care about “Production Methods”. Products of Shrimp and Teuthida, the most important attribute is “Ecolabeled”. Indicating that consumers consume two products, most of them more cares about “Ecolabeled”. However, continue to Ecolabeled divide into local, international and non-Ecolabeled, the results were not as expected. Perhaps Taiwanese do not care about or understand Ecolabeled. If we want to create Ecolabeled system, we have to concern about this.
摘要 I
Abstract II
目次 III
圖目次 IV
表目次 V
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 5
第四節 研究步驟與流程 5
第二章 文獻回顧 7
第一節 聯合分析實證文獻 7
第二節 海鮮產品消費偏好實證文獻 8
第三節 認證標章屬性與社經變數影響實證文獻 9
第四節 小結 10
第三章 理論模型 11
第一節 聯合分析法 12
第二節 Logit模型與成分效用值分析 20
第四章 資料說明 23
第一節 研究設計 23
第二節 資料收集 33
第三節 樣本敘述統計分析 33
第四節 實證模型與變數說明 64
第五章 實證結果 70
第一節 受訪者消費海鮮產品選擇 70
第二節 Logit模型屬性估計結果 67
第三節 各屬性之成分效用值與相對重要性 77
第四節 Logit模型估計加入社經變數 87
第六章 結論 92
第一節 實證結論 92
第二節 建議 95
第三節 研究限制 96
參考文獻 97
附錄 101
中文參考文獻
吳美錚. (2012). 2012年全球漁產品生產、消費與貿易。行政院農業委員會水產試驗所電子報73期. http://www.tfrin.gov.tw/friweb/frienews/enews0073/p3.html.
林陽助. (1993). 聯合分析及在行銷上的應用: 四海學報.
傅祖壇, & 吳慧嫻. (1991). 中式香腸屬性之重要性評估: 聯合分析法之應用: 中央研究院經濟研究所.
黃俊英. (2000). 多變量分析: 臺北市 : 中國經濟企業研究所出版 : 華泰總經銷, 2000第七版.


英文參考文獻
Baker, G. A. (1999). Consumer preferences for food safety attributes in fresh apples: market segments, consumer characteristics, and marketing opportunities. Journal of Agricultural and Resource Economics, 80-97.
Baker, G. A., & Burnham, T. A. (2001). Consumer response to genetically modified foods: market segment analysis and implications for producers and policy makers. Journal of Agricultural and Resource Economics, 387-403.
Baker, G. A., & Crosbie, P. J. (1993). Measuring food safety preferences: identifying consumer segments. Journal of Agricultural and Resource Economics, 277-287.
Brécard, D., Hlaimi, B., Lucas, S., Perraudeau, Y., & Salladarré, F. (2009). Determinants of demand for green products: An application to eco-label demand for fish in Europe. Ecological economics, 69(1), 115-125.
Brécard, D., Lucas, S., Pichot, N., & Salladarré, F. (2012). Consumer preferences for eco, health and fair trade labels. An application to seafood product in France. Journal of Agricultural & Food Industrial Organization, 10(1), 1-32.
Carmone, F. J., Green, P. E., & Jain, A. K. (1978). Robustness of conjoint analysis: Some Monte Carlo results. Journal of Marketing research, 300-303.
Cattin, P., & Wittink, D. R. (1982). Commercial use of conjoint analysis: A survey. The journal of marketing, 44-53.
Claret, A., Guerrero, L., Aguirre, E., Rincón, L., Hernández, M. D., Martínez, I., . . . Rodríguez-Rodríguez, C. (2012). Consumer preferences for sea fish using conjoint analysis: Exploratory study of the importance of country of origin, obtaining method, storage conditions and purchasing price. Food Quality and Preference, 26(2), 259-266.
Davidson, K., Pan, M., Hu, W., & Poerwanto, D. (2012a). Consumers' Willingness to Pay for Aquaculture Fish Products Vs. Wild-Caught Seafood – a Case Study in Hawaii. Aquaculture Economics & Management, 16(2), 136-154. doi: 10.1080/13657305.2012.678554
Davidson, K., Pan, M., Hu, W., & Poerwanto, D. (2012b). Consumers' Willingness to Pay for Aquaculture Fish Products vs. Wild-Caught Seafood–A Case Study in Hawaii. Aquaculture Economics & Management, 16(2), 136-154.
FAO (Food and Agriculture Organization of the United Nations).(2015). http://www.fao.org/fishery/statistics/global-capture-production/query/en
http://www.fao.org/fishery/statistics/global-aquaculture-production/query/en
Fonner, R., & Sylvia, G. (2014). Willingness to pay for multiple seafood labels in a niche market. Marine Resource Economics, 30(1), 51-70.
Gorelick, S. S., Sudhakaran, P. O., Roheim, C. A., & Beutel, D. (2011). Ecolabeling of seafood from aquaculture: A survey of Rhode Island consumer preferences. Kingston, RI: University of Rhode Island.
Green, P. E., & Rao, V. R. (1971). Conjoint measurement for quantifying judgmental data. Journal of Marketing research, 355-363.
Green, P. E., & Srinivasan, V. (1978). Conjoint analysis in consumer research: issues and outlook. Journal of consumer research, 5(2), 103-123.
Green, P. E., & Srinivasan, V. (1990). Conjoint analysis in marketing: new developments with implications for research and practice. The journal of marketing, 3-19.
Green, P. E., & Wind, Y. (1973). Multiattribute decisions in marketing. DrydenPress, Hinsdale.
Holland, D., & Wessells, C. R. (1998). Predicting consumer preferences for fresh salmon: the influence of safety inspection and production method attributes. Agricultural and Resource Economics Review, 27, 1-14.
Jaffry, S., Pickering, H., Ghulam, Y., Whitmarsh, D., & Wattage, P. (2004). Consumer choices for quality and sustainability labelled seafood products in the UK. Food Policy, 29(3), 215-228.
Jan, M. s., Fu, T. t., & Huang, C. L. (2007). A conjoint/logit analysis of consumers’ responses to genetically modified tofu in Taiwan. Journal of Agricultural Economics, 58(2), 330-347.
Johnston, R. J., & Roheim, C. A. (2006). A battle of taste and environmental convictions for ecolabeled seafood: a contingent ranking experiment. Journal of Agricultural and Resource Economics, 283-300.
Johnston, R. J., Wessells, C. R., Donath, H., & Asche, F. (2001). Measuring consumer preferences for ecolabeled seafood: an international comparison. Journal of Agricultural and Resource Economics, 20-39.
Ladd, G. W., & Zober, M. (1982). Survey of Promising Developments in Demand Analysis:Economics of Product Characteristics. New Directions in Econometric Modeling and Forecasting in U.S. Agriculture, ed. Gordon C. Rausser, New York: Elsevier Science Publishing Co.
Luce, R. D., & Tukey, J. W. (1964). Simultaneous conjoint measurement: A new type of fundamental measurement. Journal of mathematical psychology, 1(1), 1-27.
McFadden, D. (1973). Conditional logit analysis of qualitative choice behavior.
Olesen, I., Alfnes, F., Røra, M. B., & Kolstad, K. (2010). Eliciting consumers' willingness to pay for organic and welfare-labelled salmon in a non-hypothetical choice experiment. Livestock Science, 127(2), 218-226.
Ravenswaay, E. O. v., & Hoehn, J. P. (1991). Contingent Valuation and Food Safety: The Case of Pesticide Residues in Food.
Roheim, C. A., Asche, F., & Santos, J. I. (2011). The Elusive Price Premium for Ecolabelled Products: Evidence from Seafood in the UK Market. Journal of Agricultural Economics, 62(3), 655-668. doi: 10.1111/j.1477-9552.2011.00299.x
Roheim, C. A., Sudhakaran, P. O., & Durham, C. A. (2012). Certification of Shrimp and Salmon for Best Aquaculture Practices: Assessing Consumer Preferences in Rhode Island. Aquaculture Economics & Management, 16(3), 266-286. doi: 10.1080/13657305.2012.713075
Rudd, M. A., Pelletier, N., & Tyedmers, P. (2011). Preferences for Health and Environmental Attributes of Farmed Salmon Amongst Southern Ontario Salmon Consumers. Aquaculture Economics & Management, 15(1), 18-45. doi: 10.1080/13657305.2011.549405
Salladarré, F., Guillotreau, P., Perraudeau, Y., & Monfort, M.-C. (2010). The demand for seafood eco-labels in France. Journal of Agricultural and Food Industrial Organization, 8(1), 1542-0485.1308.
Teisl, M. F., Roe, B., & Hicks, R. L. (2002). Can eco-labels tune a market? Evidence from dolphin-safe labeling. Journal of Environmental Economics and Management, 43(3), 339-359.
Uchida, H., Onozaka, Y., Morita, T., & Managi, S. (2014). Demand for ecolabeled seafood in the Japanese market: A conjoint analysis of the impact of information and interaction with other labels. Food Policy, 44, 68-76.
Wessells, C. R., & Anderson, J. G. (1995). Consumer willingness to pay for seafood safety assurances. Journal of Consumer Affairs, 29(1), 85-107.
Wessells, C. R., Johnston, R. J., & Donath, H. (1999). Assessing consumer preferences for ecolabeled seafood: the influence of species, certifier, and household attributes. American Journal of Agricultural Economics, 81(5), 1084-1089.
Wind, Y. (1976). Preference of relevant others and individual choice models. The Journal of Consumer Research, 3(1), 50-57.
Wittink, D. R., & Cattin, P. (1989). Commercial use of conjoint analysis: An update. The journal of marketing, 91-96.
Zepeda, L., & Nie, C. (2012). What are the odds of being an organic or local food shopper? Multivariate analysis of US food shopper lifestyle segments. Agriculture and Human Values, 29(4), 467-480.
(此全文限內部瀏覽)
電子全文
全文檔開放日期:不公開
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
* *