隨著消費者對於環保議題的關注及健康意識提高，逐漸開始注重飲食的健康，有機標章提供消費者可靠且正面的信號，但近來食安風波下，許多大廠牌及合格標章有負面資訊不斷的傳出，使得消費者對商品的正面訊息有所疑慮，此情形是否會影響消費者對有機食品的信任及購買意願，因此本研究欲探討(1)消費者對有機食品標章的信任與購買有機食品之意願的關係。(2)在消費者對有機食品標章的信任與購買有機食品之意願關係中，食安的負面資訊是否具有干擾效果。(3)消費者對有機食品標章的信任與購買有機食品之意願的關係中，知覺風險是否具有中介效果。本研究回收有效樣本數330份，研究發現:(1)消費者對有機食品標章的信任與購買有機食品之意願，具有正向關係(2)消費者對有機食品標章的信任與購買有機食品之意願關係中，食安的負面資訊具有干擾效果。(3)消費者對有機食品標章的信任與購買有機食品之意願的關係中，知覺風險具有中介效果。

With the consumers concern about the environmental issues and health awareness, they gradually began to focus on the healthy eating and organic label to provide consumers with reliable and positive signals. But many popular brands and qualified label have negative messages is constantly coming out in the crisis of food safety, so that consumers have a doubt of positive message on the merchandise. Whether this situation will affect the consumer trust and purchase intention in organic food, so this study to explore: (1)The relationship between trust of organic food label and the purchase intention of organic food for consumers. (2) whether the negative messages of food safety had a moderating effect in the relationship between trust of organic food label and the purchase intention of organic food for consumers. (3) whether the perceived risk of the consumer had a mediating effect in the relationship between the trust of the organic food label and the purchase intention of organic food for consumers.
In this study, the number of valid samples was 330, and the study found that: (1)The relationship between trust of organic food label and the purchase intention of organic food for consumers is positive. (2) The negative messages of food safety had a moderating effect in the relationship between trust of organic food label and the purchase intention of organic food for consumers.(3) The perceived risk of the consumer has a mediating effect in the relationship between the trust of the organic food label and the purchase intention of organic food for consumers.

目錄
第一章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	3
第三節 研究流程	3
第二章文獻探討	4
第一節 有機食品	4
第二節 消費行為理論	8
第三節 購買意願	15
第四節 信任	16
第五節 負面資訊	19
第六節 知覺風險	20
第三章 研究方法	23
第一節 研究架構及假說	23
第二節 研究變數構面與衡量	24
第三節 研究對象及問卷設計	28
第四節 資料分析方法	28
第四章 研究分析	31
第一節 敘述性統計分析	31
第二節 信度與效度	33
第三節 T檢定與變異數分析	39
第四節 迴歸分析	44
第五章 研究結論與限制	49
第一節 研究結論與管理意涵	49
第二節 研究限制與建議	51
參考文獻	52
附錄綠色消費問卷	65



圖目錄
圖1-1研究流程	3
圖2-1有機食品驗證機構	6
圖2-2 Howard-Sheth模式完整架構	10
圖2-3 CDP模式的完整架構	15
圖3-1研究架構圖	23
圖4-4-1負面資訊干擾效果圖形表示	46
 
表目錄
表3-2-1信任衡量構面與題項24
表3-2-2購買意願衡量題項25
表3-2-3負面資訊衡量題項27
表3-2-4知覺風險衡量構面與題項27
表4-1樣本結構分析32
表4-2-1信任構面之信度與效度34
表4-2-2購買意願構面之信度與效度36
表4-2-3負面資訊構面之信度與效度37
表4-2-4知覺風險構面之信度與效度38
表4-3-1性別差異分析39
表4-3-2婚姻狀態差異分析40
表4-3-3飲食習慣差異分析40
表4-3-4年齡差異分析41
表4-3-5教育程度差異分析42
表4-3-6職業差異分析43
表4-3-7收入差異分析44
表4-4-1有機食品標章的信任對購買意願的迴歸分析45
表4-4-2負面資訊干擾效果迴歸分析46
表4-4-3知覺風險中介效果迴歸分析48

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網路資料
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