本研究以理性行為理論(TRA)的觀點來研究消費者對有機農產品、產銷履歷和對驗證機構的認知程度、信任度和接受度，是否影響到對有機農產品、產銷履歷和對驗證機構的態度，進而影響到消費者購買的意願。
本研究在大台南地區共發出實際訪談問卷 212 份，實際收回194 份(回收率91.5%)，網路問卷回收200 份，總問卷數394 份，本研究方法，主要透過因素分析、信效度分析、敘述性統計分析、研究變項於各構面之差異性分析(t 檢定或ANOVA)、構面間之影響關係(迴歸分析、典型相關分析)、結構方程模式分析(SEM)，針對本研究假設加以驗證。
根據迴歸分析與典型相關分析實證結果顯示：消費者對有機農產品與產銷履歷農產品的認知程度、信任度、接受度和行為態度有顯著的相關。其次，消費者對驗證機構的認知程度、信任度、接受度和行為態度有顯著的相關。最後，消費者對有機農產品與產銷履歷農產品的行為態度和行為意願有顯著的相關、消費者對驗證機構的行為態度和行為意願有顯著的相關。由以上分析可得知本研就究假設皆獲得實證結果支持。由本研究的SEM驗證結果得到，除了消費者對有機農產品與產銷履歷農產品的信任度不會影響到消費者對有機農產品與產銷履歷農產品的行為態度，其餘構面間都有顯著相關。

In this research we use Theory of Reasoned Action to discuss whether customer attitudetoward behavior and purchasing intention would affect by cognition, trust and acceptance of organic agriculture product, traceable agriculture product and verification institution. Among the total 394 surveys with response rate 91.5%, 194 surveys are practical interview and 200 on-lined surveys which using my3q network questionnaire survey system.
This paper uses factor analysis, reliability analysis and descriptive statistics analysis, t test, analysis of valiance, canonical correlation analysis and Structural Equation Modeling to investigate the difference and influence which affect by variables.
The empirical results show as follow：
First, customer attitudetoward behavior is significant related to cognition, trust and acceptance of organic agriculture product and traceable agriculture product.
Second, customer attitudetoward behavior is significant related to cognition, trust and acceptance of verification institution.
Finally, the relation between customer cognition, trust and acceptance of organic agriculture product, traceable agriculture product and verification institution is significant.
From the above, our assumptions have empirically confirmed and bring the useful support for the follow-up research.
The empirical results of SEM in this study show that variables, apart from customer’s trust to organic agriculture and traceable agriculture product are significantly associated with behavior and attitude.

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參、網路部份
1.有機農業全球資訊網http://info.organic.org.tw/supergood/front/bin/ptlist.phtml?Category=100981
2.台灣農產品安全追溯資訊網TAFT
http://taft.coa.gov.tw/ct.asp?xItem=1445&CtNode=212&role=A
3. 國立成功大學綠色產品驗證部門網頁
http://www.tndg.com.tw/tndg3/greenprd/about.asp
4.有機農場整合資訊網
http://organic.niu.edu.tw/farm/
5.有機誌網站
http://www.lohas-city.com/magazine
6. 網路問卷軟體：2000 傲創廿一有限公司的my3q(網卷)系統
http://www.my3q.com/misc/register/register.phtml