本研究問卷內容假設兩種農業情境，友善農業與PGS農業加上iNat平台之農產品耕作方式，附帶提供給人類的生態系統服務價值。評估非市場財貨的方式當中，選擇實驗法以建立不同的假設情境來詢問人們在不同特徵的情境下，會願意為了獲得該財貨或實現情境而支付多少錢。在此研究，我們展示了保育生物多樣性的價值，以農產品使用友善農業和參與式保證系統的方式生產。
    我們在問卷調查的結果中發現，在情境一友善農業與情境二PGS農業加上iNat平台兩種不同情況下，且在1%的信心水準下，在日常生活中飲食預算的消費方式、購買到農產品的便利性這兩項變數與農產品之願付價格有顯著性，為影響人們支付願付價格的主要原因。我們的結果顯示人們對於被慣行農業影響而遭到破壞的環境與生物數量的減少，使用情境一與情境二具有保育生物多樣性特徵的方式生產農作物，所帶來保育生物多樣性的價值，是分別比有機農業生產之農產品多16.36%與17.46%的願付價格。我們的研究結果證實了具有保育生物多樣性價值特徵的生產方式，所生產的農產品比有機農產品更有價值，且政府方面可以透過增加民眾該農產品會使身體越健康又對環境保護、生物數量與棲地保育形成良好的循環的認知，與建立便利的販售通路來提升該農產品之價值。

In this study, we assume two agricultural scenarios: eco-friendly agriculture and Participatory Guarantee Systems (PGS) agriculture, coupled with cultivation practices provided by the iNat platform, which contribute to the provision of ecosystem services for humans. To assess non-market goods, we employ choice experiments to establish different hypothetical scenarios and inquire how much individuals would be willing to pay to obtain the goods or achieve the scenarios under different attributes. Here, we demonstrate the value of conserving biodiversity through the production of agricultural products using eco-friendly agriculture practices and participation in a guarantee system.
In our survey results, we found that in two different scenarios – Scenario 1: eco-friendly agriculture, and Scenario 2: Participatory Guarantee Systems (PGS) agriculture coupled with the iNat platform – two variables, namely, the mode of food budget consumption in daily life and the convenience of purchasing agricultural products, were significantly associated with the willingness-to-pay for agricultural products at a confidence level of 1%. These variables were identified as the main factors influencing people's willingness-to-pay prices. Our results indicate that the value of conserving biodiversity, as manifested in the production of crops using eco-friendly agriculture practices in Scenario 1 and PGS agriculture practices in Scenario 2, is respectively 16.36% and 17.46% higher compared to products from conventional agriculture. This demonstrates that production methods incorporating biodiversity conservation features result in agricultural products of greater value than those from organic agriculture. Moreover, our study confirms that the government can enhance the value of these agricultural products by increasing public awareness of their benefits in terms of health and environmental conservation, and by establishing convenient sales channels. This would create a positive cycle of improving health and environmental conservation awareness, as well as the preservation of biodiversity and habitats.

目錄
第一章 前言	1
1.1 研究背景與動機	1
1.2 有機農業起源	5
1.3 參與式保證系統案例	9
1.4 台灣PGS案例	11
第二章 台灣友善生物多樣性相關農業發展	14
2.1 台灣農業資訊	14
2.2 消費者偏好資訊對農業經濟效益	19
第三章 研究方法	22
3.1 理論模型	22
3.1.1 假設市場價值評估	22
3.2 實證模型	25
3.3 試訪問卷問題設計	29
3.3.1 假設市場建立	30
3.3.2 獲得詢價	31
3.3.3 iNaturalist網站	31
3.3.4 慣行、有機與友善農法之農產品比較	32
3.4 試訪問卷後的調整	40
3.5 正式問卷	41
3.5.1 確定研究目標和問題	41
3.5.2 選擇屬性和屬性水平	44
3.5.3 估計願付價格與出價函數（Bid Function）實證模型設定	45
3.5.4 加總資料	45
第四章 結果分析	46
4.1 正式問卷敘述統計	46
4.1.1 受訪者個人偏好結果	46
4.1.2 情境題願付溢價百分比與確定性之統計	48
4.1.3 受訪者之社會經濟背景統計	52
4.2 正式問卷之迴歸分析	57
4.2.1 願付價格與影響因素之迴歸結果	62
4.2.2 願付溢價與五類農產品支付溢價確定性之回歸結果	63
4.3 各類農產品組合迴歸分析	64
第五章 結論與建議	69
5.1 研究結論	69
5.2 未來研究建議	71
參考文獻	72
附錄一、電訪詢價	80
附錄二、網路詢價	82
附錄三、試訪問卷	101
附錄四、5種試訪情境題版本	113
附錄五、正式問卷	143
附錄六、5種正式問卷版本	152

 
圖目錄
圖3-1 臺灣地區之觀察紀錄	32
圖3-2友善農產品之老鷹紅豆	38
圖4-1問卷中情境一的五組農產品組合的願付溢價百分比人數分布圖	49
圖4-2問卷中情境一的五組農產品組合的支付確定性人數分布圖	49
圖4-3問卷中情境二的五組農產品的願付溢價百分比人數分布圖	50
圖4-4問卷中情境二的五組農產品的支付確定性人數分布圖	51

 
表目錄
表2-2   標章與法源依據	16
表2-1 台灣主要友善農產品耕作方式	18
表3-1本研究之各變數定義、平均數與標準差	26
表3-2全國問卷抽樣之年齡、性別與縣市人數	43
表4-1受訪者經常購買農產品地點統計表	47
表4-2問卷之影響因素平均分數統計	48
表4-3五種組合之平均願付溢價百分比與平均願付溢價百分比中位數	51
表4-4五種組合之平均支付確定性與平均支付確定性中位數	51
表4-5問卷樣本之男女性別人數比例統計	52
表4-6問卷樣本之年齡層人數分布比例與實際比例	53
表4-7問卷樣本之受教育程度人數比例	53
表4-8問卷樣本之現居地人數與百分比	54
表4-9問卷樣本之家庭主要食品採購者人數與比例	54
表4-10問卷樣本之家中未成年（18歲）小孩人數與比例	55
表4-11問卷之職業類別人數與比例	56
表4-12問卷樣本之家庭之平均月收入層級人數與比例	56
表4-13變數之平均數與標準差	59
表4-14願付溢價之變數與估計係數	62
表4-15願付溢價與五類農產品支付溢價確定性之迴歸	63
表4-16稻米組合願付價格與影響因子之迴歸分析	64
表4-17紅豆組合願付價格與影響因子之迴歸分析	65
表4-18茶葉組合願付價格與影響因子之迴歸分析	66
表4-19蔬菜組合願付價格與影響因子之迴歸分析	67
表4-20柳丁組合願付價格與影響因子之迴歸分析	68
附表1-1友善農產品電話訪問紀錄	80
附表2-1   慣行稻米近五年之平均價格(元/公斤)	82
附表2-2   1-2KG有機白米詢價表	82
附表2-3   1-2KG友善白米詢價表	86
附表2-4各類稻米的平均值與中位數價格比較	88
附表2-5慣行與有機蔬菜詢價	88
附表2-6 友善蔬菜箱詢價	93
附表2-7三種蔬菜之平均價格與中位數價格比較	98
附表2-8慣行水果近五年之平均價格與中位數價格(元/公斤)	98
附表2-9三種水果之平均數與中位數價格比較	98
附表2-10近五年慣行農業紅豆之平均價格(元/公斤)	99
附表2-11各類紅豆平均價格	99
附表2-12農業部農業統計之烏龍茶菁近五年價格(元/公斤)	99
附表2-13網路平台蝦皮有機茶葉價格	100
附表2-14「流域收復」之臺灣藍鵲茶價格	100
附表4-1試訪問卷版本A	113
附表4-2試訪問卷版本B	119
附表4-3試訪問卷版本C	125
附表4-4試訪問卷版本D	131
附表4-5試訪問卷版本E	137
附表6-1正式問卷版本A	152
附表6-2正式問卷版本B	154
附表6-3正式問卷版本C	156
附表6-4正式問卷版本D	158
附表6-5正式問卷版本E	160
 

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