Consumer Culture of Organic Products in Risk Society: A Study on Organizations of Organic Products in Taiwan

• Main Authors: Hui-chen Wen, 溫惠貞
• Other Authors: Wei-hsian Chi
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/3735jy

碩士 === 南華大學 === 社會學研究所 === 95 === 　　The rise of organic consumption is a phenomenal development in Taiwan in the past decade. From its beginning to the fashion-like consumption today the development of the organic production can be traced back to many factors. This includes collaborations between government and scholars, test productions by devoted farmers, efforts of the third-sector organization, and launch of new organic stores in the market. With respect to the complicated background of the development this research attempts to outline (1.) its social influence like the identity problematic of the organic consumer, and (2.) the symbolic construction of the term “organic” of the social discourse in Taiwan. 　　 　　At first, this research respectively concentrates on the development history, characteristics and activities of three target organizations. They are Li-Run Company and the Homemaker Union in the third sector, and a commercial organization called “YogiHouse”. The examination relating to the three organizations mainly focuses on the trust mechanisms and their trust-building process. Based on the examination, this research further explores how organic consumption was able to integrate different discourses and thoughts which are carried by the three organizations. By this way it shows how “organic” becomes a discursive symbol that is developing from other discourses on “religion”, “environmental protection”, and “health”. The semantics of the symbol “organic” is therefore gradually growing out its own independent character as well as its individuality. Furthermore, this paper uses the theoretical concepts of consumer culture and risk society to discuss the relationship between organic trend and consumers’ consumption behavior. Organic consumers display their independent initiatives through consumer practices. By negating market oriented decisions, organic consumers are developing a sense of “power” and “existence” in their organic consumption.