隨著養生觀念的興起，加上健康安全概念之需求，有機商店在都會地區如雨後春筍般冒出，關於有機飲食與養身的保健書籍也成為書店排?榜的常勝軍。因而，有機農業受到各國政府及廣大消費者之重視。如今有機的概念已從有機食物、有機農產品、逐漸發展到有機保養品，在國外有機是安全的代名詞，但在台灣卻成為商人銷售術語。國內現行法規規定，只要使用中文字「有機」、英文「Organic」或是任何語言有機一詞的農產品，未經過有機認證的農產品不得宣稱「有機」，皆須經過國內驗證機構驗證或行政院農委會審查通過，才能標示有機名義銷售。因此，各國政府極力推行認證標章第三方驗證，欲使消費者在選購產品時可以辨識假有機之外，其關鍵在於取得消費者的信任並提升產品價值，進而讓消費者有購買動機和意願。本研究主要探討消費者對於有機認證標章認知、知覺價值、產品信任及購買意願之間影響。以問卷調查方式，針對一般民眾採隨機抽樣，問卷收集時間於2019年１月21日至2019年3月17日間完成，樣本問卷發放462份問卷，有效問卷為410份，有效問卷回收率為88.75%。研究結果顯示：(1)消費者對於有機認證標章認知對購買意願有顯著正向影響(2)消費者對於有機認證標章的知覺價值對購買意願有顯著正向影響(3)消費者對於有機認證標章產品信任對購買意願有顯著正向影響(4)消費者認知對知覺價值有顯著影響(5)消費者知覺價值對產品信任有顯著影響(6)消費者認知對產品信任有顯著影響。因此，消費者對於有機認證標章富有信任之期待，也會因該標章之認定而驅使購買意願，故有機認證標章對於消費者購買有機農產品選擇上具有其影響力。 With the development of regimen and the demand of healthy safety, the organic shops come up like mushrooms after the rain in city area. Organic food and healthy books always are the best seller in bookstores nowadays. That’s why organic agriculture have been regarded as important by consumers and governments by country. Now, the organic concept include every aspects, for instance, foods、agriculture products、care products. In other countries, “the ORGANIC” equals “SAFE” but many merchants use “the organic” slogan to persuade consumers to buy their products in Taiwan. The current domestic regulations of products all have to be testified by Council of Agriculture, Executive Yuan, so worldwide countries are popularizing the certification mark and third-party verification vigorously. When consumers are shopping, they can tell if products are real organic or not only by this certification mark, but also, this mark can get consumers’ trusts and upgrade value of organic product. This research is mainly discusses the influence between purchase intention and trusting of organic products、organic certification mark. We used questionnaire to investigate the masses in 21st Jan to 17th March, and we distributed 462 sample questionnaires and effective questionnaire is 410, and the overall recovery ratio of questionnaire is 88.75％. The results showed: (1) the knowledge of organic mark has obvious positive affect to purchase intention. (2) the perceived value of organic mark has obvious positive affect to purchase intention. (3) the product-trusting of organic certification mark has obvious positive affect to purchase intention. (4) consumers cogenesis the perceived value has obvious positive affection. (5) the perceived value of consumers has obvious positive affect to product-trusting. (6) consumers’ cognition has obvious positive affection to product-trusting. In conclusion, the organic mark has partly influenced buying organic product of consumers’ choices
