消費者對台灣不同標章茶葉偏好之研究

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Title:	消費者對台灣不同標章茶葉偏好之研究
Other Titles:	A Study on Consumers' Preferences for Various Official Labels of Taiwan Tea
Authors:	陳源旺 Yuan-Wang Chen
Contributors:	黃璋如;陳佩綺 Chang-Ju Huang-Tzeng;Pei-Chi Peggy Chen 食品科學系
Keywords:	有機驗證;農產品產銷履歷;聯合分析法;產地證明標章;願付價格 Certification Mark of Origin;Organic Certification;Agriculture Traceability System;Conjoint Analysis;Willingness to Pay
Date:	2014
Issue Date:	2015-04-16
Abstract:	台灣茶葉產銷的變化與台灣經濟的發展以及世界貿易自由化息息相關。目前台灣的茶業依賴進口，衍生出冒牌茶的問題。隨著經濟發展、消費者權益受到重視與消費者越來越講求食品安全衛生，促使許多相關的制度發展，並且導入台灣的茶產業：茶葉產地證明標章可提供消費者茶葉產品的來源訊息；農產品產銷履歷制度提供農產品可追溯性同時保障消費者飲食安全；有機茶葉的生產為兼具安全與環保的生產方式。此外，台灣的優良茶比賽常吸引許多消費者注意，因此本研究欲探討台灣消費者的茶葉消費習慣，對台灣茶葉各個標章的偏好與支付意願，並探討台灣消費者對產銷履歷的認知以及比較不同認知程度的消費者之偏好。　　本研究結果顯示，大部分的台灣消費者一年購買的茶葉量不超過5斤且最常購買的茶葉單價是每斤1001至3000元；消費者最常使用的茶葉是高山茶、紅茶與凍頂烏龍茶，並且以茶莊、茶行、製茶廠或是直接向茶農購買為主要購買通路；消費者購買茶葉的動機主要是因為習慣喝茶而購買，接近一半的消費者一天泡茶超過1次。對全體消費者而言，不同茶葉屬性的相對重要性由大到小依序是「驗證」、「價格」、「產地證明」、「獲獎」。在水準轉換之願付價格方面，全體消費者對於茶葉由「無任何驗證」改為「有機驗證茶」有最高的支付意願，其願付溢酬為每斤1456.31元。現今台灣的消費者雖然相當重視食品安全，但並不清楚主要產銷履歷農產品的項目有哪些，也不是相當了解產銷履歷農產品。若將受訪者依其對於產銷履歷的認知以集群分析分群後，可得到認知程度較高的「履歷有感群」與認知程度較低的「履歷陌生群」，在「履歷有感群」的心中驗證屬性的重要性最大，「履歷陌生群」的心中價格屬性的重要性最大。在模擬十三種茶葉產品集合的市場份額中，發現同時具有產地證明標章與有機標章，每台斤售價2000元的茶葉市場份額最高，達25.58%。　　The change of production and sale of tea in Taiwan is relevant to economic development and global trade liberalization. Since the amount of tea imports has been larger than exports in Taiwan, thus, deriving “the fake tea” problem, and as the economy is developing, consumers start to demand food safety and sanitation. As a result, the relevant institutions have been facilitated and introduced into the tea industry. Certification marks of origin for tea provide consumers for information about origin of tea product. Labels of traceability system (TAP) allow tea product to be traceable and to ensure its safety. And labels of organic tea (Organic) are to ensure an environmentally friendly and a safe way to cultivate tea. Other than the above-mentioned labels, the prize competition of tea, locally and nationally also attracts numerous consumers who enjoy tea product. Therefore, the purpose of this study is to explore consumer habits of hot-water steeped tea in Taiwan, and consumers’ preferences and willingness to pay (WTP) for various official labels of Taiwanese tea. The study also investigates consumers’ perception of the traceability system and compares the differences of consumers’ preferences with different perception.　　The results show that most respondents purchase less than 3 kilograms of tea per year and the price of tea most purchased is between 1001 to 3000 NT dollars per 600g in the mass. The tea types most used are High-Mountain tea, Black tea and Tong-Ding Oolong tea. The main tea purchasing channels are tea shop and tea factory. There are also numerous respondents purchasing tea directly from farmers. The main motivation of consuming tea is habitual drinking, and nearly half respondents brew up more than once a day. The relative importance of tea attributes preferred by consumers in this study decreases in the following order: agriculture certification system (TAP and Organic), price, certification marks of origin, and prize. Marginal WTP estimate from no certification to organic certification is the highest one in all marginal WTP estimates. Although respondents are highly concerned with food safety, they don’t know traceability system that well. According to consumers’ perception of traceability system, this study segments all respondents into two gruops by cluster analysis and then compares the preference relatively of these two groups. The result shows that the respondents of the group who have lower degree of perception of traceability value price attribute most, while the respondents of the group who have higher degree of perception of traceability value agriculture certification system (TAP and Organic) most. The result of market simulation sugests that the market share of the 2000 NT dollars organic tea per 600g with a certification mark of origin is 25.58%, which is the highest among all market shares of simulated tea product.
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