隨著環境保護與消費者健康意識抬頭，「有機商品」逐漸受到大眾喜愛。黃豆與黃豆製品長期以來一直是國人重要食材，卻鮮少有相關的有機消費分析。因此，本研究著手分析國人有機黃豆與黃豆製品之消費行為，藉以釐清造成消費者消費有機黃豆及黃豆製品差異性偏好的原因。本研究採用Probit模型分析消費者是否參與消費有機黃豆及黃豆製品之決策，並用OLS和Tobit模型分析影響消費者購買頻率與數量的因素，同時，以Heckman兩階段樣本選擇模型進行檢測。研究結果顯示，本研究在健康素食展場進行有機黃豆及其製品之消費研究，沒有樣本選擇偏誤問題。本研究同時證實環保及健康訴求是臺灣民眾消費有機黃豆及相關製品之主因。增加有機標章之可信度，並促進民眾的了解，有助於提高有機黃豆及其製品的消費。
Organic consumption has dramatically increased in the past decade in Taiwan with regard to increases in environmental and food safety concerns. Soybean and soybean products are traditional food for Taiwanese with a lack of relevant consumption researches. This study investigated the heterogeneous preferences of organic soybean and soybean products for their significant influenced factors across different consumer perceptions and personal demographic and household attributes. Several regression methods were applied, such as Probit, OLS, Tobit, and Heckman two-stage sample selection models. A consumer survey was conducted in a health and vegetarian exhibition. No sample selection bias was suggested by testing with Heckman two-stage sample selection model. This suggested that in Taiwan health concerns and vegetarian are highly related to organic consumption of soybean and soybean products. The study results also suggested that those who agree the benefits of organic consumption to the environment and health are much apt to consume organic soybean and related products. The heterogeneous preferences of organic consumption for soybean and related products are dominated by depth of environmental perceptions, credibility of certification and related knowledge of the public.
