水產品導入HACCP 改善品質消費者願付價格分析

Willingness to Pay for Seafood Quality Improvement in the HACCP System: Evidence from Taiwan

本文探討台灣消費者對於水產業實施水產品危害分析與重要管制點（HACCP）管理制度的認知。本研究利用羅吉特計量模型(Logit model)分析消費者對於水產品安全衛生認知及其選擇消費水產品的關係。實證研究結果顯示，國人對於水產品實施HACCP 管理的認知受性別、教育、所得、消費地點及購買行為等不同消費者特徵的影響。整體而言，消費者基於安全衛生感與節省時間的考量，普遍願意支付較高價格來選購經認證的水產品，不過部份業者則擔心因執行HACCP 管理所產生登錄考評上的成本上升，因而對此管理制度的實施有所保留。最後，本文建議在政策實施的初期，政府有必要提供產業界相對的協助與輔導，另外加強消費者對食品衛生安全教育亦是重要的工作。

This study investigates the perception of Taiwanese consumers aboutseafood safety in the Hazard Analysis Critical Control Point (HACCP)system implemented in the seafood industry. An econometric Logit modelis applied to estimate relationships between perceptions of seafood safetyand seafood consumption in Taiwan. Empirical results show that there aresignificant differences in perceptions between gender, education, income,eating location and buying behavior. On average, consumers are willing topay more for certified seafood due to safety concerns and to save time.However, some seafood producers are concerned about increasing costsneeded for the recording and documentation required to implement theHACCP system. The study further suggests that the guidance andassistance to the industry and the consumers’ education provided by thegovernment were important in the initial stage.