「有機食品」在西方社會已經盛行好幾十年，而在台灣是在近幾年才開始風行，因此，有越來越多的人在健康意識激化下抬頭，有機食品也在這樣的社會潮流下越來越受到重視。有機牛肉就是在這樣的脈絡下受到注目，然而目前對於消費者對於有機牛肉消費的意見還在發展階段，尤其是在新興市場像是台灣 。有鑑於此，本研究採用質性研究中的訪談方式訪問有機牛肉的消費者，並將訪談結果整理成研究假設命題，以提供後續研究者參考。同時，本論文亦提供實務上建議以供管理者參考，同時在最後提供研究限制，以供後續研究者參考。 "Organic food" has been popular in the Western society for the last several decades. However, it is not until recently that the concept of organic have been developed in the emerging markets, say like Taiwan market. More and more people in the health awareness intensified under the rise, organic food is also in such a social trend more and more. Be taken seriously. Since prior studies on organic beef are still at the initial stage, our understanding towards organic beef is still limited. Based on this reasoning, this thesis aims to explore the literature gap by interviewing consumers who have prior experiences on organic beef consumption. This thesis adopts qualitative methods to empirically explore the research topic. Based on the results of this interview, several propositions are proposed and this thesis encourage future research to verify the propositions proposed. This thesis also offer implications for both managers and practitioners. Limitations are discussed at the end of this thesis.
