高雄市消費者對有機咖啡的願付價格之探討

A Study of Kaohsiung Consumers of Willingness to Pay for Organic Coffee

受到國外的影響，咖啡已成為普遍大眾每天消費的商品，咖啡每年的進口量也逐漸提升，健康飲食不斷的倡導與環境保護也不斷的被民眾所關注，兩者雙重影響下有機產品已逐漸植入民眾的生活。本研究探討高雄市消費者對有機咖啡的願付價格，依據消費者的生活型態將消費者分為「甚少參與」、「追求便利」與「重視健康」三個集群，並探討此三個集群對有機意識和環境態度的了解程度，進而是否影響有機咖啡的購買意願與願付價格。研究顯示出「重視健康」的消費者日常關注環境保護的議題，飲食追求健康與安全，因此在咖啡的購買上會選擇有機標誌的咖啡產品，並且願意多支付44.9%的金額予之消費；「追求便利」，在於飲食部分最不重視健康、以方便為主要訴求且不關注環境的變化於有機咖啡的購買意願較「重視健康」低，願意多支付30.7%的價格於有機咖啡上；「甚少參與」是三個集群裡於有機咖啡的購買意願最低者，於有機咖啡的購買上願意多支付36.8%的價格，而此群的消費者特性雖在自然環境受到不利的影響較無警覺意識，平時飲食也會關重於身體的健康。本研究的結果可以給予業者不同行銷策略上的執行，針對消費者的不同特性，銷售不同價位的咖啡飲品，並且建議咖啡經營者與政府單位，可以透過不同時期舉辦展覽說明會，藉以透過溝通平台與消費者建立共識，加強對有機咖啡的認知與深入了解。

Coffee has became the product that public consume everyday under the influence of foreign countries annually, imports of coffee has increased. In recent years, the healthy diet and environmental protection have been advocated continuously by public, both under the double impact of organic products gradually implanted in people's lives. This study, focus on Kaohsiung consumers of willingness to pay for organic coffee, according to the consumer's lifestyle which divides into three clusters, named for “less participation”, “pursuit of convenience” and “care about health”, besides, investigate the level of understanding of these segments of awareness of organic and understanding of environmental attitudes, then analyze whether the impact of willingness to pay organic coffee. The result of research show that ”care about health” cluster concerns about issues of environmental protection daily, pursues safe and healthy diet, therefore, they buy coffee products with organic label, and willing to pay more 44.9 % on the expense. “Pursuit of convenience” cluster’s characteristics of this segment is unhealthy diet, focus on convenience when they buy any products, and they don’t care about the severely changes of environment, besides, they willing to pay more 30.7 % on the organic coffee than “care about health”. “Less participation” cluster is one of three clusters which purchase intention lowest on the organic coffee, without vigilance when the natural environment is destroyed, their usual diet focus on the body’s health, and willing to pay extra 36.8 % on the organic coffee. The result of this research can be given to the implementation different marketing strategies one the industry for the different characteristics of customers and sales prices of coffee drinks. In addition to build a common consensus with consumers through a platform of communication by coffee operators and government agencies take place exhibition of explanation in different period, and strengthen awareness and understanding about organic coffee.