都市之地方食物系統研究-以竹北市新農民市場為例

Abstract

1990年代食物安全事件使地方食物系統再受重視，自永續經營觀點，需深入個案研究以了解地方食物系統如何持續經營。研究以營運五年以上、銷售蔬菜為主的竹北市新農民市場為個案探討都市地方食物系統持續經營的原因。研究目的為：1.探究新農民市場形成原因與過程；2.了解經營者、生產者、消費者參與新農民市場的動機與實踐；3.了解地方食物系統產銷結構的具體空間特徵；4.分析消費者品牌辨識、決策信心、品牌態度對消費意願的影響。

研究採質性訪談與量化問卷二種研究方法，對新農民市場經營者農會以及10位生產者進行質性訪談，質性研究以行動者網絡理論分析行動者加入新農民市場產銷網絡的過程，新農民市場的實質空間特性則以GIS系統方向分布分析之。新農民市場消費者以問卷調查其消費動機，調查時間自2013年8月至10月20日，回收208份問卷，回收率90.43%。問卷以描述性統計分析受訪者背景；因素分析歸納消費者決策動機因素；相關分析檢驗消費者決策模式中品牌辨識、決策信心、品牌態度、消費意願關係；最後以t檢定、單因子變異數分析檢驗消費者背景在資訊來源、品牌辨識、決策信心、品牌態度、消費意願的差異。

質性研究結果：新農民市場起源於農會內部非正式蔬菜直銷網絡，經農會硬體設施建置而由服務小眾的蔬菜直銷網絡正式化為服務大眾的新農民市場。地產地銷是讓經營者、生產者、消費者各償所望而穩定新農民市場產銷網絡的關鍵。竹北市宜農之自然環境、早期蔬菜專業區發展之人文背景，配合位於都市與田園交界的點位，為形塑新農民市場地產地銷的有利條件。

量化研究結果顯示新農民市場消費者以女性、中年為主、高中職學歷最多；消費者動機因素有準公益性、蔬菜品質、互動性、場地特性、空間便利性；消費者認為重要但目前滿意度較低項目為「有相關單位把關蔬菜品質」；相關分析結果是品牌辨識會影響決策信心與品牌態度、決策信心會影響消費意願、品牌態度會影響消費意願；消費者背景在品牌辨識、品牌態度與消費意願存在差異。

研究發現蔬菜品質是消費者到新農民市場消費的主要動機，但亦認為仍有進步空間，建議經營者定期公告農藥檢驗結果，加強消費者信心。The purpose of the case study is to discover how and why a local food system is constructing in an urban area-Zhubei, where there are many national and transnational retailers sprouting during last two decade. There are four main objectives in this research: First, to explore the causes of the construction of the New Farmers’ Market. Second, to realize the initiative and practice of the manager, producer, and consumer of the New Farmers’ Market. Third, to realize the spatial characteristics of the local food system. Forth, to analysis the attitude of the consumer of New Farmers’ Market.

Both qualitative and quantitative method are adopt in this research to achieve the objectives. The researcher interviewed the producers and manager, and a questionnaire was applied to the consumers. Consumer research survey was conducted to realize the motivation to buy at the New Farmers’ Market, the investigation time was from August to October 2013, and obtained 208 usable questionnaires with the response rate of 90.43%.

Actor Network Theory (ANT) plays an important role in the qualitative analysis. Several statistics method are applied to the questionnaire, such as descriptive analysis for consumer social-economic characteristics, factor analysis for the Brand recognition, Confidence, Brand attitude, and the Initiation, and Pearson’s correlation coefficient for examining the correlation of the Brand recognition, Confidence, Brand attitude and the Initiation. The difference between different socio-economic characteristics is examined by t-test and one-way ANOVA.

The results of qualitative research are as below: New Farmers’ Market originated from an informal internal direct sales network of Zhubei farmers’ organization.” Chisan-Chishou“(Sales locally and directly) is key to manager, producers and consumers. The characteristics of Zhubei plains, subtropical monsoon climate and the history of the development of vegetable area during 1970-1990s are the condictions which influence the construction of the local food system.

Quantitative research results show that the new farmers' market consumers are characterized by female, middle-aged, and up to high-school educated; consumer motivation factors are quasi-public good , the quality of vegetables , interactive , site characteristics , spatial convenience ; consumer attitude toward "the checking of vegetable quality" is with higher important scores but lower satisfaction scores ; the results of correlation analysis shows that “Brand recognition” has directly positive influence on “Confidence” and “Brand attitudes”, “Confidence” has directly positive influences on “Initiation”, “Brand attitude” has positive influence on “Initiation”; there are differences between consumers in “Brand regognition”, “Brand attitude” and “Initiation”.

Quality of foodsis the most important factor for consumers to buy in the New Farmers' Market, but consumers doesn’t well satisfied with the quality-performance of New Farmers’ Market. To strengthen consumers’ confidence, the manager could announce the pesticide test results regularly.