【學術亮點】Market Opportunities for Forest-Based Products: A Case Study of Understory-Cultivated Bamboo Mushrooms
Ecological Agriculture: Assessment of Forest Carbon Sink and Ecological Economy under Climate Change【 Department of Forestry / Liu, Wan-Yu / Distinguished Professor】
生態農業：氣候變遷下森林碳匯與生態經濟評估【森林學系/柳婉郁特聘教授】
| 論文篇名 | 英文：Market Opportunities for Forest-Based Products: A Case Study of Understory-Cultivated Bamboo Mushrooms 中文：森林產品的市場機會：以林下栽培竹笙為例 |
| 期刊名稱 | Agroforestry Systems |
| 發表年份, 卷數,起迄頁數 | 2025, 99, no.173 |
| 作者 | Chen, Yung-Chih; Liu, Wan-Yu(柳婉郁)* |
| DOI | 10.1007/s10457-025-01253-1 |
| 中文摘要 | 隨著永續需求的日益提升，消費者對環保且營養豐富食品的偏好亦隨之增加。竹笙為亞洲特有的珍稀食材，可透過友善環境的林下栽培系統進行生產。本研究運用刺激-有機體-反應(Stimulus-Organism-Response, S-O-R)理論與結構方程模型(Structural Equation Modeling, SEM)，探討影響臺灣林下栽培竹笙購買行為之因素。本研究透過全國性線上問卷調查，共獲得 2,025 份有效樣本。研究結果顯示消費者的知識和食品安全意識對購買意願有顯著的正向影響。研究亦發現，雖然環保意識能提升感知價值和信任度，但並未直接促進購買意願。進口竹笙的平均價格約為每株新台幣30元，而教育程度、每月收入、婚姻狀況和育有子女與否與支付意願存在顯著差異。本研究結果為行銷與政策之制定提供具價值的觀點，有助於回應消費者關注，並提升竹笙產品的市場吸引力。同時，本研究亦指出可強化森林經濟產品市場競爭力及促進永續農業發展之策略。 |
| 英文摘要 | The growing demand for sustainability has increased consumer preference for ecofriendly and nutritionally rich foods. Bamboo mushrooms, a delicacy unique to Asia, can be cultivated in under-forest systems using environmentally friendly methods. This study applied stimulus-organism-response theory and structural equation modeling to explore factors influencing buying behavior for understory-cultivated bamboo mushrooms in Taiwan. A nationwide online survey was conducted in Taiwan, yielding 2025 valid responses. Results show that consumer knowledge and food safety awareness significantly and positively influenced purchase intentions. Interestingly, while environmental concern enhanced perceived value and trust, it did not directly increase intention to purchase. The average price of imported bamboo mushrooms was approximately NT$30 per piece and education level, monthly income, marital status, and parental status were associated with significant differences in WTP. These findings provide valuable theoretical insights for marketing and policy development to address consumer concerns and improve the appeal of bamboo mushrooms. The study highlights strategies to boost the market competitiveness of forest-based economic products and promote sustainable agriculture. |
| 發表成果與本中心研究主題相關性 | 符合研究主題：生態農業。 此研究主要為理論研究，可促進農企業之永續發展。 |
