本研究以聯合分析法，探討消費者對農產品的重要屬性，包括安全、驗證、價格 及外觀等四個屬性的重視程度，並分析消費者對不同安全程度之全有機、準有機、吉園圃及 一般農產品之偏好。研究結果顯示，消費者最偏好全有機農產品、政府驗證、價格低及外觀 大而端正者。 利用集群分析法，發現消費者可分成重視驗證、重視價格及重視安全的三個集群。第一 個集群會優先選擇政府驗證及外觀大而端正的Ａ級品，且全有機、準有機或吉園圃農產品他 們都能接受。第二集群則優先選擇價格最低者，且偏好吉園圃農產品過於有機農產品，而第 三集群則偏好全有機農產品，但較不偏好外觀大而端正者。 如何擬定有機農產品的分級與驗證政策亦是本研究的目的之一。研究結果發現，準有機 蔬菜對提高消費者的滿足貢獻不大，可以將之剔除於有機農產品之外。而消費者雖偏好政府 對農產品的驗證，但由民間團體驗證仍能大幅提高消費者的滿足。在訂價策略方面，研究結 果顯示，對於青椒而言，相對由每斤40元提高到60元，消費者較能忍受由60元提高到80 元， 最不能忍受由80元提高到100元。

　　　　　Using conjoint analysis, this study measured the consumers' preferences to food safety and certification. The four attributes, food safety, price, certification program, and grade, were assumed to be the determinant attributes of fresh sweet pepper from the perspective of food safety. Consumer segments were constructed by using cluster analysis to examine the preference differences among the segments. Consumers in segment 1 are certification conscious. They are most likely to be satisfied with the vegetables with certification and at grade A, no matter at what safety level the vegetables are. Segment 2 consumers are price sensitive and they would much prefer the vegetables with GAP (Good Agricultural Practice) certification at low price level. Segment 3 consumers are most concerned with food safety. They much prefer the organic and grade B vegetables. One purpose of this study is to help to make policy decision of the grading and the certification agency of organic agricultural products. It is proved that the quasi-organic agricultural products are not adequate for the consumers. The certification of the government is most preferred. However, the certification of private agency can also increase much utility of consumers.