消費者對次優食品的認知與偏好之研究－以柑橘類為例

在環保意識抬頭影響下，食物系統及糧食安全議題日益受到國際關注。全球每年生產食物中，至少有三分之一的次優食品被丟棄，總量高達近三十億噸，造成嚴重的食物浪費。過去有關次優食品之研究，主要是探討外觀、日期及包裝，較少探討產銷履歷認證與價格折扣方面的產品屬性，遂引發本研究動機與目的。本研究將次優柑橘屬性區分為外觀、尺寸大小、新鮮度標示、產銷履歷認證及價格折扣，應用選擇實驗法(Choice Experiment Method, CEM)建構「次優柑橘屬性效用模型」，其次，藉由條件式羅吉特模型(Conditional, CL)與隨機參數羅吉特模型(Random Rarameter Logit, RPL)推估次優食品效用函數，探討各屬性邊際願付價格之差異性。本研究採立意抽樣法，共發放670份問卷，有效問卷為485份，有效問卷回收率為 72.4%。 研究結果發現：(1)受訪者最重視次優柑橘屬性為新鮮度標示，其次依序為外觀、產銷履歷認證及價格折扣，最後為尺寸大小；(2)受訪者對各屬性之願付價格由高至低依序為：新鮮度標示(68元)、產銷履歷認證(63元)、尺寸偏小(36元)及外觀(18元)；(3)受訪者認為若次優柑橘同時具有新鮮度標示、產銷履歷認證且價格折扣10元之組合，將能提升對次優食品的整體效用；(4)RPL反應受訪者在外觀與新鮮度標示兩屬性中具有差異；(5)外觀以平均月收入在40,001至60,000元的受訪者願付價格較低，而新鮮度標示的願付價格以21-30歲或大專院校以上學歷以及月收入為20,001至40,000元的受訪者較高。藉由上述研究結果，提升大眾對於次優食品的認知，減少食物浪費讓環境、社會與經濟能永續發展，期望未來能作為零售商等其他銷售管道的行銷推廣依據。

In recent years, food systems and food security issues of international concern. At least one third of annual global suboptimal food is discarded, amounting to three billion tons. In the past the study of suboptimal food, focuses on the appearance and packaging date, less investigate traceable agricultural and price discounts aspects of product attributes. The attributes of suboptimal citrus are divided into appearance, size, freshness label, traceable agricultural products and price discount by using the Choice Experiment Method (CEM). The Conditional Logistic (CL) and the Random Parameter Logit (RPL) to explore various properties of the marginal willingness to pay a difference. A total number of 485 usable samples and the rate of valid returns was 72.4%. The results state that: (1) the most important attribute is suboptimal citrus was freshness label. (2) Willingness to pay in order from high to low: freshness label (NT$68), traceable agricultural (NT$63), small size (NT$36) and appearance (NT$18). (3) The best economic benefits for the suboptimal citrus is by increasing freshness label, traceable agricultural and the price is discounted ten dollars. (4) Respondents have differences in appearance and freshness label from RPL model. (5) In the respondents different socioeconomic backgrounds in suboptimal citrus are willing to pay the value of the characteristic attributes. Raise the cognition of suboptimal food and reduce food waste to allow sustainable development.