在十九世紀工業革命伴隨的綠色革命下，逐漸出現了生態危機、生存威脅、社會結構失衡等多面向的問題，於是大眾開始產生對人類文明與生存環境的思考，加上資本主義主導的商業化農業破壞了地球環境，對人類的生存造成威脅，因而國內外社會大眾關注的焦點逐漸偏向順應自然、永續經營、與食品安全等議題，有機產業及有機食品也因此成為不可忽視的未來消費與社會趨勢。
因此，本研究將應用魅力工學的評價構造法，探索有機食品低涉入及高涉入族群對有機食品所感知的魅力要素及感性需求。首先訪談6位每月至少購買一次有機食品之低涉入族群，與從事有機產業之高涉入達人8位，從訪談內容中捕捉其所感知的有機食品魅力因子，並透過KJ 法精簡其原始語彙，經過整理與計次後，低涉入族群提及次數最高之五大抽象感受依序為【健康感】、【安心感】、【信任感】、【愉悅舒適感】與【支持感】；而高涉入族群則為【健康感】、【安心感】、【有意義】、【安全感】及【價值感】。接著，以此為問卷主軸蒐集更多低、高涉入族群之樣本。最後，透過問卷發放與數量化I類統計分析，本研究得知低、高涉入族群之五大抽象感受分別與有機食品魅力之相關程度，及其各項目(原始評價項目)及類目(具體評價項目)之影響權重。
本研究期許藉由不同涉入族群對有機食品之魅力要素探討及分析，給予有機產業參考的依據，透過了解消費者之感性需求，協助推廣有機產業與有機食品，並正確地傳遞有機食品的價值與重要性。

The industrial revolution and green revolution in the nineteenth century not only caused to environment problems but also influenced human health, and even damaged the structure of society and economy as a whole. These complex issues forced people to rethink human civilization and to become more concerned about their living environment. For these reasons, it can be seen that the focus of public attention have gradually tended to move toward issues related to nature, sustainable development, food safety and so on. Among them, the “organic industry” has become a highly anticipated future trend.
Therefore, the aim of this study is to determine what factors cause organic foods to be attractive to both low and high involvement groups through operating the Evaluation Grid Method designed by Miryoku Engineering. First, the author interviewed six low involvement participants and eight participants who are highly involved in the organic industry. After simplifying through the use of the KJ method and organizing the data, the author extracted the top five abstract feelings evoked by organic foods mentioned by the low and high involvement participants as follows: “healthy,” “secure,” “trusting,” “comfortable,” and “supportive” feelings from the low involvement participants. As for the high involvement participants, the top five mentioned abstract feelings are “heathy,” “secure,” “rewarded,” “safe,” and “valuable.” Subsequently, the author designed questionnaires based on these items and did a statistical analysis using the Quantification Theory Type I to determine the extent of correlations between these features and the weight between items and categories according to the low and high involvement groups, respectively.
Overall, as was previously stated, the study was aimed at an understanding of the attractiveness of organic foods. The author also expected to provide some suggestions and rules for the organic industry to enable such business to demonstrate the true values of organic foods as perceived by consumers.

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