比起過去，在先今的市場上，傳統食品能透過各種營銷渠道購得之外，有機食品亦是如此，這也使得消費者在有機食品與傳統食品之間擁有更多的選擇，在傳統食品中，消費者會擔⼼化學物質殘留過量之外，⼤規模⽣產的⽅式亦會造成環境的負面影響，⽽這些因素將左右消費者的決定。此份研究將消費者在消費決策上的安全及健康考量作為調節變數，並探討有機食品安全性的認知與購買意願之間的關係，研究數據透過Qualtrics網站及其他研究者發放問卷並搜集395份樣本，其中有363份為有效樣本做進⼀步分析，在使用線性回歸分析法驗證所有假設後，研究結果指出消費者在購買有機食品的安全與意願上與健康及環境議題的關注度有緊密的關聯，且根據樣本⼤小的⼈⼝統計結果顯示，較⾼購買有機食品意願的消費者中，消費族群平均所得在$2000~$3000美元區間的族群明顯⾼於其他族群，最後此份研究中亦討論了對於有機食品供應商和營銷上的影響與建議。

In the nowadays market, organic food products have been becoming available than ever through different marketing channels besides conventional products. Consumers have more choices between organic sources and conventionally produced food.
Apart from worrying about the existence of chemicals substances and the excessive amount of residues on conventional food, the negative environmental issues caused by mass-produced methods also affect consumer's intentions and their decisions.
The study aims to examine the influence of health concerns and environmental concerns as moderators' role on the relationship between the perceived safety of organic food and its purchase intention.
The data were collected mainly through the Qualtrics website via a questionnaire survey and some other connections of the researcher. A total of 395 responses were collected. Amongst them, 363 valid responses were accepted for the analysis process. By using the linear regression analysis method to test the overall model's hypotheses, research’s results show that consumer’s care for their health accompanied with their perception of organic food’s safety, significantly enhance the purchase intention on organic food products. But with environmental issues, they are not so interested in enhancing the consumption of organic food. Demographic analysis on the sample size also reveals the higher purchase intention in the group with higher income (from US$2000 - 3000).
There are also implications and suggestions discussed in the research for organic food suppliers and marketers.

Thesis validation letter …………………………………………………………………. i
Abstract (Chinese) ………………………………………………………………….. ii
Abstract (English) …..………………………………………………………………….iii
Chapter 1 : Introduction.……………………………………………………………….. 1
1.1 Research Background ………………………………………………….. 1
1.2 Research Questions ……………………………………………………. 2
1.3 Structure of the Dissertation …………………………………………… 3
Chapter 2: Literature Review and Hypotheses ..……………………………………… 4
2.1 Perceived safety of food ……………………………………………….. 4
2.2 Organic food ………………………………………………………….. 5
2.3 The perceived safety of organic food...………………………………….6
2.4 Purchase intention of Organic food.………..………………………….. 7
2.5 Health Concerns…………..……………………………………………10
2.6 Environmental Concerns………….……………………………………10
Chapter 3: Research Methodology ……………………………………………………12
3.1 Study Research Field …………………………………………………..12
3.2 Theoretical Framework ………………………………………………..14
3.3 Research Design ……………………………………………………….14
3.3.1 Survey Participants collecting……………………………………14
3.3.2 Participants profile ………………………………………………14
3.4 Questionnaire design …………………………………………………. 17
3.5 Measured questions ……………………………………………………18
3.5.1 Independent variable - Perceived safety of organic food ……….18
3.5.2 Health concerns - Moderator 1 ………………………………….18
3.5.3 Environmental concerns - Moderator 2. …………………………18
3.5.4 Purchase intention of organic food - Dependent variable ……… 19
3.6 Data Analysis Strategy ……………………………………………………20
Chapter 4 : Analysis Process…………………………………………………………..21
4.1 Exploratory Factor Analysis ………………………………………………21
4.2 Reliability and Validity Check ……………………………………………22
4.3 Creating Dummy Variables ………………………………………………..24
4.4 Linear Regression – Hypotheses testing …………………………………..27

Chapter 5: Research Findings …………………………………………………………28
4.1 The results of Model 1 …………………………………………………….38
4.2 The results of Model 2 …………………………………………………….29
4.3 Added Findings ……………………………………………………………30

Chapter 6: Discussion and Conclusion ………………………………………………..31
6.1 Theoretical Contributions ……………………………………………..31
6.2 Managerial Implication ………………………………………………..32
6.2 Limitations and Future Research ………………………………………33

References ……………………………………………………………………………..38
Appendix ………………………………………………………………………………43

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