本研究結論： 1. 有機蔬果的產品屬性對於消費者的產品態度確實會產生影響。 2. 有機蔬果消費者的產品知覺對於產品態度沒有影響。 3. 不同職業之間的有機蔬果消費者在產品態度上有差異。 Product attitude is the main factor that affect consumer purchase decision, moreover, product perception and product attribute are also relate to product attitude as the result, by the perspective of consumer to the product perception and attribute can realize the product attitude of consumer. In that case, we can help the development of the organic agricultural product industry in Taiwan. We discuss the relationship between the product perception, attribute and attitude. This research investigates domestic organic fruits and vegetables. The data collected has been carried out through the questionnaire from the consumer of the Pcfarm market by using “convenience sampling method.” The tods used for further examination are descriptive statistics , one way analysis of variance and LISREL.
The major findings of this study are as follows: 1. There are significant effect of product attribute on product attitude. 2. There are no significant effect of product perception on product attitude. 3. There are difference between the occupations on the consumer’s product.