| Summary: | 碩士 === 國立中興大學 === 農業經濟與行銷碩士學位學程 === 105 === In recent years, there are more and more events such as poison rice making people pay more attention to food safety.Using chemical fertilizers and pesticides for crop production, not only the food safety was not guaranteed, but the destruction of the environment and balance of the entire food chain,after all every species is linked to each other as a whole. However, people who try to plant environmental-friendly are likely to give up or go back using chemical pesticides due to the burden of external environment heavy metals or small land ,certification costs and even unnecessary specifications such as isolation region, etc,Thus,it inspires to promot the green conservation label emphasizing on the species conservation or giving a friendly habitat
Because the green conservation label just start to promot, rarly research discuss about products with the green conservation label which is developed by the Council of Agriculture and Tse-Xin Organic Agriculture Foundation to emphasize the conservation and encourage to leave the chemical fertilizers and pesticides.Thus,the research focus on the factors of consumers’ purchasing intention toward agricultural products with the green conservation label but without organic label, compared to products with chemical fertilizers and pesticides by the theory of planned behavior of Ajzen to explore the influencing of attitude(A), subject norm (SN), and perceived behavior control (PBC) to the purchasing intention.
The questionnaires are answered by the internet.Pretest questionnaire collected valid 30 copies, and official questionnaires collected 131 valid copies. The regression analysis finds that the consumers’ purchasing intention toward agricultural products with the only green conservation label compared to product with chemical fertilizers and pesticides is positively affect by perceived behavior control more than subject norm. Attitude is the most influential factor of intention.It suggests emphasizing more on the promotion to show the environmentally –friendly value to induce purchasing.
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