不同販售點消費者對食物里程認知以及生鮮蔬果選擇因素之研究—以台北市北投區為例

Abstract

工業革命造成的大量溫室氣體排放導致全球暖化的興起，讓食物從生產地到消費者手上的運送過程「食物里程」也漸漸受大家重視，除此之外，傳統食物網絡的不透明化及不安全性所造成的影響也漸漸浮上檯面，使得另類農業食物網絡也成為近幾年來農業地理所關注的課題，包含了農民市集、產地認證標章等。國外也有許多關於在地食物及食物里程的研究，然而國內目前對於食物里程的研究仍甚少，故本研究目的為探討不同販售點消費者對食物里程認知以及生鮮蔬果選擇因素之研究。 在研究的過程中，本研究透過對台北市北投區內傳統市場、零售市場及大型量販店的消費者進行問券調查，共回收問卷384份並以SPSS統計軟體進行分析，配合訪談討論與分析，研究結果如下： 北投地區不同販售點消費者的選擇因素歸納如下：1.在選擇蔬果時，一般消費者的考量因素無顯著差別，皆是以品質為主，然而透過訪談結果發現，一般消費者認為影響蔬菜及水果的品質因素不盡相同。2.購買蔬果的第二考量因素中，不同購買地之間的考量因素有所不同。 不同販售點消費者對食物里程及農業食物在地化的認知歸納如下：1.傳統市場的消費者，對在地食物及食物里程的認知較不清楚。2.特殊通路的消費者，對在地食物及食物里程的認知較清楚，較重視蔬果的來源地，也較會購買在地食物。3. 全聯福利中心的消費者，認為在地食物沒有特別優點，也較少購買在地食物。 消費者購買蔬果時，雖然不會將食物里程列為主要考量因素，但對在地食物及食物里程認知清楚的消費者，也較會傾向購買在地食物。研究建議可對消費者進行在地食物及食物里程等相關教育，提高消費者購買在地食物的意願。Since significant greenhouse gas emissions caused by the Industrial Revolution resulted in the rise of global warming, food delivery process from producers to consumers (food miles) is gradually devoted much attention. In addition, the traditional food network has gradually raised some questions and debate such as transparency and food security; hence, alternative agricultural food network has become an important issue in agricultural geography in recent years. The alternative solutions are including farmer market, and origin certification labelling. There are a plenty of researches focused on food miles in many contries; however, the research on consumer’s attitude toward food miles are still scanty in Taiwan. Hence, the purpose of this study is to find the consumer’s attitude toward food miles and local food and which factors are important when they select fresh vegetables and fruits.

In this research, questionnaires are used to survey the opinions of Peitou residents, and a total number of 384 valid questionnaires are collected. Consumers’from different selling location such as traditional markets, retail markets and hypermarket were surveyed in this research. According to the final results, consumers’from various selling locations has different attitudes to food miles and local food. When consumers buying fruits and vegetables,the food miles are not the major consideration. However, consumers who have clearly perceptions of local food and food miles are more likely to buy local food.