Title page for etd-0113112-095239


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URN etd-0113112-095239
Author Sheng-Hung Huang
Author's Email Address No Public.
Statistics This thesis had been viewed 5344 times. Download 487 times.
Department Public Affairs Management
Year 2011
Semester 1
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Effect of Consumer Knowledge, Attitude and Behavior on Organic Agricultural Production-Researching on Farmers' Markets of Kaohsiung Area
Date of Defense 2010-06-29
Page Count 120
Keyword
  • Consumer Knowledge
  • Consumer Attitude
  • Consumer Behavior.
  • Farmers’ Market
  • Abstract "Farmers Market", is selling seasonal local fresh food. These foods grow up without any pesticides, fertilizer, and unhealthy natural GM-free ingredients. Farmers work hard to plant seasonal vegetables and fruits. Consumers can buy the "production and consumption planted locally" pesticide-free and healthy seasonal fruits and vegetables.
    This study is according to the consumer knowledge, attitude and behavior of farmers' markets of organic products’ relation and differences and to discuss whether the relationship between population statistical variance and consumer knowledge, attitude and behavior have differences or not.
    In this study, we use farmers' markets of Kaohsiung area for the researching object. The researching method is convenience sampling survey of questionnaire, and total valid samples are 372. Through descriptive statistics, single factor analysis of variance, multiple linear regression analysis and other statistical methods for data processing and analysis.
    And results of distribution of demographic variables are as follow: that the, (1) women are the mainly consumption group; (2) education level is university most; (3) consumers’ age between 21-40 years old pay more attention to organic agricultural products and also tend to buy organic products; (4)the occupation of most respondents are in service industry; (5) family income per month from 20001 to 40000 is the most; (6) most of respondents are unmarried; (7) most of respondents’ religion are Buddhism and Taoism; (8) to meat or fish-based diet The proportion of most.
    In this study, test hypotheses H1 consumer knowledge on consumer attitude has a significant effect. When the consumer knowledge is higher, the consumer attitude is also higher, but also vice versa. Test hypotheses H2 consumer attitudes on consumer behavior have a significant effect. When attitude and behavior are more particular and specific, the two inter-related degrees will be more remarkable. Test hypotheses H3 consumer knowledge and consumer behavior have a significant effect. When the consumer knowledge and consumer behavior have casual relationship, knowledge will cause the behavior. It means knowledge forming will affect the behavior.
    Advisory Committee
  • Yuan-Che Hsiao - chair
  • Shu-Tzu Chuang - co-chair
  • Jui-Kun Kuo - advisor
  • Files
  • etd-0113112-095239.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2012-01-13

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