食農教育推廣對消費者購買意願關係之研究—以農夫市集為例

近年來，農產品的品質與安全已成為大家關注的重要議題，對環境及食材較為友善的種植方式興起，也促使農夫市集的出現與發展。隨著消費者健康意識的提升以及對食安問題的重視，其選購的食材多以新鮮和不使用化肥的綠色農產品為購買取向，且部分農夫市集除了銷售農產品外，更致力於食農教育的推廣。然而，過去農夫市集文獻鮮少以食農教育的觀點進行研究調查。本研究以食農教育推廣之觀點探討產品知識、綠色知覺價值與購買意願之關係，並以信任與地方依戀作為乘法調節變項進行研究調查。本研究的研究對象為購買過推廣食農教育之農夫市集農產品的消費者，以網路問卷為主和實體問卷為輔的便利抽樣問卷調查方式進行，共回收396份問卷，有效問卷351份，有效問卷填答率為88.6%。研究結果顯示產品知識、綠色知覺價值與購買意願具有正向顯著的影響；信任對於產品知識與購買意願具有正向調節作用；地方依戀與信任的相互相乘作用對產品知識與購買意願亦具有正向調節效果。冀望本研究結果能鼓勵農夫市集的農友在知識傳遞的同時，將信任及情感關係納入作為可提升消費者購買意願的促進因素。對於食農教育的推廣以及投入在地農產品生產，亦能提供更多農友及農委會相關單位，以此作為參考，不僅能落實環境永續發展目標，更能使雙方獲得最大效益。

In recent years, the quality and safety of agricultural products has become significant issues of public concerns. Farmers' markets have become popular due to the emergence of more friendly planting methods for environment and ingredients. With the improvement of consumers' health awareness, consumer willingness to pay for fresh product without chemical fertilizer. Besides, some farmers' markets are devoted to improving food promotion and agricultural education. However, farmers’ market literature rarely conducted research based on the point of food agricultural education in the past. This study will explore the relationship between product knowledge, green perceived value and purchase intention from promoting food and agricultural education as well as conducting research with trust and local attachment as the three-way interaction effect. The participants of this study consist of consumers those have visited the farmers’ market. The survey was conducted by convenience sampling questionnaire with web-based questionnaire mainly, the paper-based used as a supplement. A total of 396 questionnaires were distributed including 351 valid questionnaires for complete answers, and the response rate was 88.6%. The result shows that trust on product knowledge and purchase intention has positive moderator-mediator effect and also the interaction between place attachment and consumers’ trusts. This study hopes that the results can encourage farmers to take trust and emotional relationship as factors for enhancing consumers' purchase intention while transferring knowledge. The promotion of food agricultural education and investment in the production of local produce both can be used as a reference to more farmers and relevant units of the Council of Agriculture. Further, it can not only implement the goal of environmental sustainability, also maximize the benefits.