生態農業：農業地景生態監測及復育【森林學系/柳婉郁特聘教授】
| 論文篇名 | 英文：Assessing the Information Value of Wood Products Perceived from Young Consumers 中文：評估年輕消費者對於木產品資訊價值之研究 |
| 期刊名稱 | EUROPEAN JOURNAL OF WOOD AND WOOD PRODUCTS |
| 發表年份,卷數,起迄頁數 | 2022 |
| 作者 | Liu, Kuan-Ting; Liu, Wan-Yu(柳婉郁)* |
| DOI | 10.1007/s00107-022-01873-9 |
| 中文摘要 | 台灣木材自給率偏低，不到1%。因此，行政院農業委員會林務局期待振興林業，以緩解木材自給率低的問題。當對國產木製品需求增加，則可有效提升我國木材自給率，因此如何提升國產木製品需求，是亟需探討之問題，根據Osburg, et al. (2016)指出，年輕消費族群大多受過高等教育，且對木產品資訊要求較高，目前我國仍缺少有關消費者對各種木產品資訊的評估調查。故本研究透過問卷調查方式，探討年輕消費族群對台灣國產材和木產品資訊價值之看法。本研究主要解決三大研究議題：(1) 哪些年輕消費者族群重視木產品資訊的提供？(2) 年輕消費者族群重視哪些木產品資訊？ (3) 年輕消費族群購買木產品時之資訊需求程度？本研究之分析結果顯示：年輕消費族群重視木產品生產的環境友善性，尤其永續認證，但在木材國產是否重要上，對木材國產的重要性持中性態度，並不認同國產木產品優於進口木產品。本研究建議政府應繼續推廣永續森林認證等標章，以增強年輕消費者對木產品之信任，在消費族群細分中，各族群皆重視添加劑對健康的影響，經費有限及預防消費者資訊過載情況下，可考慮從木產品成分及添加物這方面進行資訊提供，最後應持續推廣國產木材之重要性，讓年輕族群了解為何木材須國產的原因，使年輕族群重視，並增加對國產材的信任。 |
| 英文摘要 | Taiwan has an extremely low wood self-sufficiency rate (<1%) and the Forestry Bureau of Taiwan intends to revitalize forestry to alleviate it. A demand for domestic wood products can effectively increase Taiwan’s wood self-sufficiency rate, but how the demand can be increased is currently unknown. Most young consumers are highly educated and have stronger needs for wood product information. However, Taiwan presently lacks relevant surveys on various wood product information. Therefore, this study employed a questionnaire survey to explore young consumers’ views on assessing the value of domestic wood and wood products. This study addressed three issues: Which young consumer groups value the provision of wood product information? What wood product information is valued by which young consumer group? What information is required by young consumer groups when purchasing wood products? The analysis results showed that young consumers valued environmental friendliness, especially with sustainability certifications, of wood products. However, they held a neutral attitude towards the importance of domestic wood products versus imported wood and did not agree that domestic wood products have higher quality compared with imported ones. These results indicated that the government needs to continue promoting sustainable forest certifications to enhance young consumers’ trust in domestic wood products. Lastly, all subgroups of young consumers paid attention to the effects of additives. It is suggested that producers or suppliers should provide more information on wood product compositions and additives. |
| 發表成果與本中心研究主題之相關性 | 農業包括農林漁牧，而因應氣候變遷林業領域如何調適、如何建構韌性林業，為一大值得關注之議題。 |
