The Study of Consumer’s Awareness and Purchase Intention on Locally Produced and Marketed Vegetables and Fruits

• Main Authors: Ya-wei Huang, 黃雅薇
• Other Authors: Hsien-tang Tsai
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/45103071417492479641

碩士 === 國立中山大學 === 企業管理學系研究所 === 102 === Recently, people are paying more attention to self-management behaviors. However, as people gradually take the issue into consideration, a series of food safety incidents occurred, and damaged the public’s faith in the current consumption market and the existing law. To figure out the situation like this, many people who concerned, at home and abroad, trying various way to change the condition. As the result, the awareness of locally produced and marketed campaign occurred, and “Farmers Market” is the underway, and the typical one. In order to understand consumers’ thought and their acceptance about the concept of locally produced and marketed campaign, and to know what factors may influence their purchase intention, in this research, product knowledge and other variables are discussed and adopted to form the research model. Samples of 266 collected through questionnaire survey, and hypotheses are tested by regression analysis. The result showed that consumers’ information searching and consumers’ attitude are important in the process of forming the purchase intention; trust and reference groups cause different impacts in the process. Based on the result, suggestions are as followed: To those who want to promote the locally produced and marketed campaign, could take more consideration the influence of trust and different types of reference groups may cause, as consumer are searching for the relevant information or to those who had the positive attitude towards the campaign so as to raise people’s awareness and intention to purchase locally produced and marketed food and veggies, and providing an enduring way which may not only modify public’s distrust to the current situation but giving an new consumption pattern that consumers may choose.