以價值信念規範理論探討在臺北市農夫市集擺攤農夫的環境行為

Abstract

農夫市集在臺灣漸漸盛行，從2007年第一個例行常態的農夫市集開始，現在全臺灣約有60幾個農夫市集，臺北都會區因為地處臺灣商業區的首善之區，為消費端最蓬勃發展之黃金地段，因此吸引許多農夫來臺北的農夫市集擺攤。在農夫市集，生產者會販售許多種使用有機或友善環境耕作方式生產的農產品，消費者可以直接接觸到生產農產品的農夫，以及親身體驗有善農產品的產品履歷，對於食品和生產的環境有更多的瞭解。 對於擺攤的農夫，運用與消費端直接接觸的銷售方式能夠擁有直接的收入，在農夫市集的銷售端點，有許多農產品係以有機或友善環境的方式生產，雖然種植並且親自販售行為的過程對於農夫來說是很辛苦的，但是對於環境教育的影響，卻有潛藏之莫大裨益。本文使用「價值-信念-規範」理論和其內涵，來探討農夫市集中擺攤農夫的環境行為，瞭解他們選擇這種生存方式的原因。 研究觀察及訪談結果，表明價值-信念-規範理論可以解釋有機農業的農夫自己耕種且在農夫市集擺攤的行為，其中價值觀以利己為最主要因素，農夫往往因為利己的因素開始耕種，在耕種後才因為農場環境改變而覺察到保護環境的重要。農夫比起周圍的環境，會堅持有機的農法，這些也對境是很大的幫助。在個人的意識外，在市集販售會受到市集的理念和消費者的支持都會影響農夫的行為，農夫也會教育消費者有機農業的知識和精神。以此為概念修正「價值-信念-規範」理論。Farmers' market is becoming more popular in Taiwan. From the beginning of the first regular farmer market in 2007, there are accounted for about 60 farmers’ markets in Taiwan, and the Taipei Metropolitan area attracts many consumers because it is located in the commercial area. Farmers have been detected to be grouped to Taipei farmer market stall as one of the environmental-friendly behaviors. In the farmers' market, producers will sell many kinds of agricultural products using organic or friendly farming practices. Consumers can have direct access to farmers who produce agricultural products, and have a better understanding of the food and production environment by some of the resume of healthy food procedure from farms to tables. For the farmers in farmers' market, there is occurred a direct income, and in the farmers' market, there are many agricultural products that are produced in the process as provided as organic food toward friendly environment. Since it is very hard for planting and selling for the farmer, this farming-merchandise-chain is well known for a tacit knowledge in environmental education beneficially in a civic society. This thesis was used the value-belief-norm theory and its connotations to explore the environmental behavior of farmers in the farmers' market, and understand why they choose this way of life. The results of the study show that the Value-Belief-Norm theory can explain the behavior of farmers in organic agriculture cultivating themselves and setting up stalls at farmers' markets. Among them, self-interest is the most important factor in value. Farmers often start cultivating because of self-interest. The farm environment changed and realized the importance of protecting the environment. Compared with the surrounding environment, farmers will adhere to organic farming laws, which are also very helpful to the environment. In addition to personal consciousness, the concept of the market and the support of consumers will affect the behavior of farmers. Farmers will also educate consumers about the knowledge and spirit of organic agriculture. I utilized this final finding as a conceptual phenomenon to revise the Value-Belief-Norm theory.