| Summary: | 碩士 === 國立高雄第一科技大學 === 運籌管理研究所 === 104 === Taiwan is known for its food culture and enthusiastically using this reputation to promote tourism industry. In recent years, however, this name has been heavily damaged by a series of Food Safety violations and scandalous business practice. These scandals cause widespread panic and anger as well as consumer awareness toward food origin and safety nationwide. Consuming organic food has become somewhat of an emerging trend for better health and food safety.
In 1960s, lifestyle as a way of segmentation is extensively applied in marketing researches. This study has divided consumers into three clusters based on their lifestyles, and attempts to investigate if difference exists in their attitude towards the environment, organic vegetables, and willingness to purchase. Further analyze whether or not the consumer’s attitudes towards environment and organic vegetables will affect their willingness to purchase.
The data are gathered through a survey in Kaohsiung area. A total of 351 valid questionnaires were collected and analyzed using statistical methods, including Descriptive Statistics, Reliability Analysis, Factor Analysis, Cluster Analysis, T-Test, One-way Analysis of Variance, Multiple Regression Analysis and Discriminant Analysis.
The results demonstrate a gender difference in the willingness to purchase of organic vegetables. Female have a higher willingness to purchase organic vegetables than male. Market segments also affect consumer’s willingness to buy, indicating that under the consideration of health and safety, consumers are willing to purchase organic vegetables and products. Different lifestyles appear to have a profound effect on the consumer’s attitude towards the environment and the quality of goods. Most consumers appear to have some degree of environmental consciousness and are willing to do their part to preserve the environment. They also believe organic vegetables to be cleaner and healthier and better for the body. The remarkable difference between consumers’ attitude towards the environment, demonstrates that consumers’ willing to purchase organic vegetables is reinforced positively by their sense of responsibility and their environmental consciousness. The consumers’ attitude towards organic vegetables in general relates to the willingness to purchase.
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