近十年臺灣有無數的食品安全事件發生，這些來自各種不同食品產業鏈的食品安全事件已對社會造成相當大的負面影響，導致臺灣消費者對食品安全失去信心。 本研究欲探討臺灣消費者對於安全食品 (品質、有機、健康食品) 的態度和行為，並且評估臺灣消費者在購買安全食品時的決定過程，來瞭解臺灣消費者在市場選購食品時，是否使用和信任食品標示上有關安全食品的資訊，以及消費者對於安全食品的知識、態度和行為。對於主管機關、研究學者、食品企業提供可能的改善方案，進而達到提升消費者對於安全食品的信心和購買意願。

In Taiwan, there has been countless food safety incidents happened in the past ten years. These food safety scandals from various food industries have caused significant negative impact to the entire society. As a result Taiwanese consumers have gradually lost the confidence about food safety. This research intends to discuss Taiwanese consumers’ attitudes and behavior towards safe food, a category that includes quality, organic, health food. It evaluates Taiwanese consumers’ decision making processes in relation to safe food. In particular, it focuses on consumers’ use of and confidence in information about safe food and their knowledge, attitudes and behavior towards safe food, when they make food purchase choice in the marketplace. This paper intends to provide possible solutions to the regulatory authority, research scientists and food companies for the purpose of increasing consumers’ confidence and purchase willingness towards safe food.

1. Alibabic, V., I. Mujic, D. Rudic, M. Bajramovic, S. Jokic, E. Sertovic and A. Ruznic (2012), “Labeling of food products on the B&H market and consumer behavior towards nutrition and health information of the product,” Procedia – Social and Behavioral Sciences, 46, 973-979
2. Alrabadi, N. I., M. AL-Massad and O. Alboqai (2013), “Food safety: A study of Jordanian consumer’s knowledge and practices,” World Applied Science Journal, 22(1), 35-40
3. Bernues, A., A. Olaizola and K. Corcoran (2003), “Labeling information demanded by European consumers and relationships with purchasing motives, quality and safety of meat,” Meat Science, 65, 1095-1106
4. Boxstael, S. V., F. Devlighere, D. Berkvens, A. Vermeulen and M. Uyttendaele (2014), “Understanding and attitude regarding the shelf life labels and dates on pre-packed food products by Belgian consumers,” Food Control, 37, 85-92
5. Brewer, M. S., G. K. Sprouls, R. Craig (1994), “Consumer attitude toward food safety issues,” Journal of Food Safety, 14, 63-76
6. Chen, L. H. and J. T., Shu (2014), “Everything happened for a reason – Food safety problems caused by what,” Science Development, 504, 6-11
7. COA (2011), Organic agricultural product and organic agricultural processed product certification management regulations, Accessed 27.05.2017
http://law.coa.gov.tw/GLRSnewsout/EngLawContent.aspx?Type=E&id=116
8. COA (2012), operating guidelines for accreditation of organic agricultural product certification bodies, Accessed 27.05.2017
http://law.coa.gov.tw/GLRSnewsout/EngLawContent.aspx?Type=E&id=8
9. Codex Alimentarius (1969) General principles of food hygiene, Accessed 30.07.2015
http://www.fao.org/fao-who-codexalimentarius/sh-proxy/en/?lnk=1&url=https%253A%252F%252Fworkspace.fao.org%252Fsites%252Fcodex%252FStandards%252FCAC%2BRCP%2B1-1969%252FCXP_001e.pdf
10. Codex Alimentarius (1985), General standard for the labeling of prepacked Foods, Accessed 30.07.2015
http://www.fao.org/fao-who-codexalimentarius/sh-proxy/en/?lnk=1&url=https%253A%252F%252Fworkspace.fao.org%252Fsites%252Fcodex%252FStandards%252FCODEX%2BSTAN%2B1-1985%252FCXS_001e.pdf
11. Ergonul, B. (2013), “Consumer awareness and perception to food safety: A consumer analysis,” Food Control, 32, 461-471
12. Grunert, K. G. and J. M. Wills (2007), “A review of European research on consumer response to nutrition information on food labels,” Journal of Public Health, 15, 385–399
13. Grunert, K. G., J. M. Wills and L. Fernandez-Celemin (2010), “Nutrition knowledge, and use and understanding of nutrition information on food labels among consumers in the UK,” Appetite, 55, 177–189
14. Harris, L. (1997), “Hamburger hell: Better risk communication for better health,” Food Policy, 18(2), 152–162
15. Henson, S. and B. Traill (1993), “The demand for food safety: market imperfections and the role of government,” Food Policy, 18(2), 152–162
16. ITIS (2014), Food industry yearbook, Access 25.02.2017
http://www2.itis.org.tw/pubreport/pubreport_detail.aspx?rpno=38603727&chaptername=%E7%B8%BD%E8%AB%96
17. Jia, C. and D. Jukes (2013), “The national food safety control system of china – A systematic review,” Food Control, 32, 236-245
18. Kohansal, M. R. and A. Firoozzare1 (2013), “Applying Multinomial Logit Model for Determining Socio- Economic Factors Affecting Major Choice of Consumers in Food Purchasing: The Case of Mashhad,” Journal of Agriculture Science and Technology, 15, 1307-1317
19. Kraus, S. J. (1995), “Attitudes and the prediction of behavior: a meta-analysis of the empirical literature,” Personality and Social Psychology Bulletin, 21, 58-75
20. Labuza, T. P. and B. Fu (1993), “Growth-kinetics for shelf life prediction – Theory and practice,” Journal of Industrial Microbiology, 12, 309-323
21. Lassoued, R. and J. E. Hobbs (2014), “The determinants of consumer confidence in credence attributes: Trust in the food system and in brands,” Selected Paper Prepared for Presentation at the 2014 AAEA/EAAE/CAES Joint Symposium: Social Networks, Social Media and the Economics of Food
22. Li, X. (2007a), Purchasing behavior of urban consumers to green food – A survey on green milk in Nanjing City, Nanjing Agricultural University, Master thesis
23. Li, X. (2007b), Consumer behavior on the quality and safety of agricultural food, Chinese Academy of Agricultural Sciences, Master thesis
24. Liu, R., Z. Pieniak and W. Verbeke (2013), “Consumers’ attitudes and behavior towards safe food in China: A review,” Food Control, 33, 93-104
25. Liu, X. X. (2008), Consumer behavior to green food based on brand relationship, Huazhong Agricultural University, Master thesis
26. Losasso C., V. Cibin, V. Cappa, A. Roccato, A. Vanzo, I. Andrighetto, A. Ricci (2012), “Food safety and nutrition: Improving consumer behavior,” Food Control, 26, 252-258
27. Ma, J. and F. Qin (2009), “Consumers’ cognition of safe agricultural products and its determinants – An empirical study on consumer behavior to organic food of urban consumers in Beijing,” China Rural Economy, 5, 26-34
28. MOHW (2006), Health Food Control Act, Accessed 27.05.2017
http://law.moj.gov.tw/Eng/LawClass/LawContent.aspx?PCODE=L0040012
29. MOHW (2014), Enforcement rules of the act governing food safety and sanitation, Accessed 22.04.2017
http://law.moj.gov.tw/Eng/LawClass/LawAll.aspx?PCode=L0040003
30. MOHW (2015), Act governing food safety and sanitation, Accessed 22.04.2017
http://law.moj.gov.tw/Eng/LawClass/LawAll.aspx?PCode=L0040001
31. Muhammad, S., S. Sherif and M. Gheblawi (2010), “Consumers’ attitudes and perception of food safety in the United Arab Emirates,” Journal of Food Distribution Research, 41(2), 73-85
32. Phu Tu, V., F. Husson, A. Sutan, D. Tu Ha and D. Valentin (2012), “For me the taste of soy is not a barrier to its consumption. And how about you?,” Appetite, 58: 914-921
33. Qing, P., F. X. Yan and M. D. Wang (2006), “Consumer behavior to green vegetable,” Agricultural Economy, 6, 73-78.
34. Rozin, P., C. Fischler, S. Imada, A. Sarubin and A. Wrzesniewski (1999), “Attitudes to food and the role of food in Life in the USA, Japan, Flemish Belgium and France: Possible implications for the diet–health debate,” Appetite, 33, 168-180
35. Sneharsee, S., R. V. Sudershan, V. R. M. Vishnu and M. G. SubbaRao (2013), “Knowledge and practices of using food label information among adolescents attending schools in Kolkata, India,” Journal of Nutrition Education and Behavior, 45(6), 773-779
36. Steenkamp, J. B. (1997), “Dynamics in consumer behavior with respect to agricultural and food products,” Agricultural marketing and consumer behavior in a changing world, 143-188
37. TFDA (2016), Recognize food certificated logo, Accessed 23.04.2017
https://consumer.fda.gov.tw/Pages/Detail.aspx?nodeID=527&pid=6677
38. Tobin, D., J. Thomson and L. LaBorde (2012), “Consumer perception of produce safety: a study of Pennsylvania,” Food Control, 26, 305-312
39. TQF (2015), Taiwan quality food certification system product certification scheme, Accessed 27.05.2017
http://www.tqf.org.tw/upload/content/TQF_Scheme_Guideline.pdf
40. Ueland, O, H. Gunnalaugsdottir, F. Holm, N. Kalogeras, O. Leino, J.M. Luteijn, S.H. Magnusson, G. Odekerken, M.V. Pohjola, M.J. Tijhuis, J.T. Tuomisto, B.C. White and H. Verhagen (2012), “State of the art in the benefit-risk analysis: Consumer perception,” Food and Chemical Toxicology, 50, 67-76

41. WHO (2015), WHO estimates of the global burden of foodborne diseases, Foodborne Disease Burden Epidemiology Reference Group 2007-2015, Access 30.04.2017
http://www.who.int/foodsafety/publications/foodborne_disease/fergreport/en/
42. Wikipedia (2017), Country of origin, Accessed 22.04.2017
https://en.wikipedia.org/wiki/Country_of_origin
43. Wilcock, A., M. Pun, J. Khanona and M. Aung (2004), “Consumer attitudes, knowledge and behavior: A review of food safety issues,” Trends in Food Science and Technology, 15, 56-66
44. Yin, S. J., L. H. Wu, L. L. Du, M. Chen (2010), “Consumers’ behavior intention to organic food in China,” Journal of the Science of Food and Agriculture, 90, 1361-1367
45. Zhang, H. Y. (2010), “Consumer behavior to green agricultural products and its influential factors in Guangzhou City,” Journal of Northwest A & F University (Social Science Edition), 10(4), 53-56