主婦聯盟生活消費合作社社員友善消費與認知轉化之研究

Abstract

本研究旨在深入探討台灣主婦聯盟生活消費合作社（以下簡稱：主婦聯盟）社員的友善消費與認知轉化的歷程，並分析其背後的影響因素與所面臨的挑戰。在社會大眾對健康及環保的重視日益提升，以及連接不斷的食安事件的影響下，友善消費逐漸被視為是一種讓人安心、符合永續的生活選擇，有機產品市場需求也隨之增長。主婦聯盟自1993年起，透過「共同購買」模式，積極推動綠色及友善消費理念引導社員實踐永續生活價值。然而，儘管社員人數與營業額穩定成長，研究卻發現無效社員比例增加，有效社員參與率下降的奇特現象，這促使本研究深入探討在主婦聯盟脈絡下，社員對友善消費的認知如何形成與轉化的歷程，並探究其推廣友善消費理念與實際運作之間的差距及原因。本研究採用質性研究方法，運用紮根理論進行資料分析，並參照文獻中的理論觀點，設計訪談題綱，根據研究問題，透過深度訪談主婦聯盟的社員、管理階層（選任及聘任人員）以及相關學者專家，共計20位受訪者。訪談內容經開放性編碼、主軸編碼與選擇性編碼三階段分析，最終達到理論飽和。研究主要發現可歸納出四大概念核心構面：「核心價值與信任基礎」、「行動參與及有機知識建構」、「價值導向友善消費實踐」以及「挑戰與永續發展」，共同構建出主婦聯盟社員在友善消費行為與認知轉化的過程。本研究結論指出，社員「對合作社的信任」是友善消費行為與認知轉化的核心範疇，此信任源自於獨特的合作經濟模式、不以營利為目的特質、生產者與社員的緊密連結及對自主把關的堅持。未來，主婦聯盟應持續維護這份信任，並靈活調整運作模式及構通策略，以適應市場的變化與滿足不同世代社員的需求，進而擴大其在推動綠色及友善消費領域的影響力。This study aims to deeply explore the process of friendly consumption and cognitive transformation among members of the Taiwan Homemakers Union Consumer Co-op, as well as analyze the influencing factors and challenges behind this process. With growing public concern for health and environmental issues, coupled with the impact of recurring food safety incidents, friendly consumption is increasingly regarded as a reassuring and sustainable lifestyle choice, leading to a rising demand for organic products. Since its establishment in 1993, the Homemakers Union Consumer Co-op has actively promoted green and friendly consumption concepts through its"joint purchase" model, guiding members to practice sustainable living values. However, despite steady growth in membership and revenue, the study reveals an intriguing phenomenon: an increasing proportion of inactive members and a declining participation rate among active members. This prompts an in-depth investigation into the formation and transformation of members’ perceptions of friendly consumption within the context of the Homemakers Union Consumer Co-op, as well as the gaps and reasons between the promotion of friendly consumption ideals and actual operations.This study adopts a qualitative research approach, utilizing grounded theory for data analysis. Drawing on theoretical perspectives from the literature, an interview guide was designed based on the research questions. In-depth interviews were conducted with 20 participants, including members of the Homemakers Union Consumer Co-op, management (elected and appointed personnel), and relevant academic experts. The interview data underwent three stages of analysis--open coding, axial coding, and selective coding--until theoretical saturation was achieved. The main findings can be summarized into four core conceptual dimensions:"Core Values and Trust Foundation," "Action Participation and Organic Knowledge Construction," "Value-Oriented Friendly Consumption Practices," and "Challenges and Sustainable Development." These dimensions collectively construct the process of friendly consumption behavior and cognitive transformation among Homemakers Union Consumer Co-op members.

The study concludes that members’ "trust in the cooperative" is the core category for friendly consumption behavior and cognitive transformation. This trust stems from the cooperative’s unique economic model, its non-profit-oriented nature, the close connection between producers and members, and its commitment to autonomous quality control. In the future, the Homemakers Union Consumer Co-op should continue to maintain this trust while flexibly adjusting its operational and communication strategies to adapt to market changes and meet the needs of members from different generations, thereby expanding its influence in promoting green and friendly consumption.