| Summary: | 碩士 === 國立中興大學 === 生物產業管理研究所 === 105 === This study mainly discussed the adoption intention of agricultural labels among vegetable farmers in Taoyuan City. Using theory of planned behavior model which includes adoption attitudes, subjective norms and perceived control beliefs of adopting agricultural labels as well as adoption intention, the present research examined agricultural labels’ use and its influential factors among vegetable farmers in Taoyuan City by a quantitative survey method.
In this study, a questionnaire survey was used to collect data from 338 vegetable farmers in Taoyuan City. The data were analyzed by SPSS 18.0, including a descriptive statistical analysis, independent sample T-test, one-way analysis of variance, Pearson’s correlation analysis, and regression analysis, etc. The analyses aimed to understand the vegetable farmers’ adoption of agricultural labels consisting of their adoption attitudes, subjective norms and perceived control beliefs of adoption, and also their relationships in relation to farmers’ adoption intention.
The results of this study found that the use theory of planned behavior model can explain well as to vegetable farmers’ adoption intention and its corresponding influential factors of attitudes, subjective norms and perceived control beliefs of adopting agricultural labels. Vegetable farmers’ adoption intention of agricultural labels were also identified as having a significant positive correlation with their attitudes, subjective norms and perceived control beliefs. The analysis findings further revealed that vegetable farmers’ perceived control beliefs mainly affect their adoption intention of agricultural labels comparing to their attitudes and subjective norms.
In this study, it was confirmed that Taoyuan City’s vegetable farmers show a positive adoption intention of agricultural labels, and the influence of perceived control beliefs is of the most significant factor, followed by the effects of their adoption attitudes and the subjective norms accrodingly. Therefore, the present study suggests it is necessary to promote vegetable farmers’ adoption of agricultural labels primarily taking into consideration the perceived control beliefs and attitudes as the pivotal axis of labels’ diffusion. No doubt a thorough implementation of agricultural labels in vegetable industry is beneficial to the successful achievement of agrifood safety in Taiwan.
|
|---|
