The Influence of Personal Socio-Economic Background and Cognition of Organic Agricultural Product on the Willing-to-Pay for Organic Agricultural Products—A Case Study on Ruifang Organic Chinese Yam

• Main Authors: Wen-Her Lin, 林文和
• Other Authors: Chien-Yau Lin
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/rahr6f

碩士 === 國立宜蘭大學 === 生物資源學院碩士在職專班 === 107 === Safety of agricultural products has been paying more and more attention by the consumers, and the sales channels of organic agricultural products are diversified, the number of people purchasing organic agricultural products is increased sharply. However, the sales of organic agricultural products have always been hindered by the high unit price of stereotypes, and they cannot be universally promoted. How to price to bring benefits to organic producers? This study uses Ruifang's organic yam case to understand how these factors affect consumers' purchasing considerations and the willingness of organic agricultural products by understanding the perceptions of organic agricultural products, consumer social background and lifestyle. price. The study used the payment card method in the conditional evaluation method to investigate the consumer's willingness to pay for Ruifang organic yam. The results of the study showed that the perception of organic agricultural products dose have an impact on the consideration of purchasing these products. From the aspect of personal characteristics, besides the monthly income, the factors of gender, age, education level, marital status, number of children, occupational status and lifestyle have all been considered to affect the purchase of organic agricultural products. Women more focus on the nutritional value of organic agricultural products than men. Middle-aged people place importance on the status of Traceability Agricultural Product (TAP) than young people and the elderly and also take the freshness of products seriously than young people. With the increase of education level, the willingness to purchase is raising. Married people are more willing to buy than unmarried ones and parents with one child pay less attention to the price than those with two or more children. Senior executives and professional workers do tend to buy more organic products. In terms of lifestyle, it can be found that the average number of respondents who value quality of life (3.80) is greater than those of general quality and neglected quality of life. In addition, the real market price of organic yam should be increased by 100% (above 340 dollar). However, in the course of this interview, it can be found that most respondents only wish to increase the amount by 50% (255 dollar). Even the products that are fresher, more resistant to storage, and better in appearance, more than 50% of respondents are only willing to spend the same or cheaper (≦170 dollar) price to purchase organic yam.