| Summary: | 碩士 === 國立雲林科技大學 === 設計學研究所 === 106 === According to the research of Food and Agriculture Organization of the United Nations (FAO) in 2011, there are over one-third of human eatable fruits and vegetables been wasted or damaged every year over the globe. The total squandering could accumulated up to 1.3 billion tons. If those food were reserved, it could have fed more than eight hundred and sixty million people.
Our globe is now rising a trend. The consumers are using their power to make damaged fruits and vegetables, such as those having insect bites, ugly shapes or unpleasant scars, to appear on local tables. In fact, No matter how good or bad a fruit or vegetable may look, they all have the same freshness, taste, and nutrition, so let consumers re-understand the value of ugly fruits and vegetables is the only way to change the current circumstance. There include meaning and impact on every choice that consumers had made.The influence it affects create another choice and grows another trend, which could change the social development in the future.
Therefore, this study aims at the global food current issues first. Then try to understand the ugly fruits and vegetables related information from literature review, in order to develop the marketing key success factors of ugly fruits and vegetables. After the revise of questionnaire manuscripts by expert interview, then use the questionnaire to survey to the target consumer. The questionnaire include important assessment indicators of key success factors, then summarize the important key success factors in order to develop the future innovation service design marketing trends. This study expects to provide service marketing innovation factors to enterprise, and enable to reduct the food waste situation effectively, which could maintain the balance between the environment and to achieve the sustainable goal of earth friendly.
The conclusion of this study is that, in order to make good use of consumer power to maintain their own interests and the environment, relys on the correct consumer values, and concern about the production of the truth. And to make close related to the production and consumption of mutual trust, could reduce food and labor waste and create mutual trust and mutual support communication bridge.To create a focus on ecological, environmental, human integrity of the consumer society,To achieve the goal of a friendly earth And learn more respect for food and nurture their land.
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