有機消費在台灣興起的熱潮是近十年來的現象，有機從最初的研發、生產，到成為一個市場上販售的商品，之間經歷過許多的整合，其中有政府及學者的合作開發、農人投入生產的嚐試、第三部門組織的加入，及眾多有機商店的成立，針對這一複雜的背景條件下，本研究試圖勾勒出這股有機風潮發展背後的社會力量及消費者消費有機的認同問題。 本論文首先分別就三個研究組織的發展歷史、屬性及活動特徵進行說明。三個研究組織分別是代表第三部門的里仁及主婦聯盟，及商業性團體無毒的家，本論文詳細探討三個組織內部連帶及信任機制的形構，其中指出了三種不同組織的信任機制建立的模式；在此基礎上，進一步探討有機消費是如何在發展的過程中結合不同的理念，在不同背景下以不同的理由被推廣，並以此說明了「有機」在臺灣社會中如何成為一同時內含「宗教」、「環保」、「健康」的論述符碼。儘管有機在發展過程中，最初的生存雖然是依賴在各種論述之下，但卻也逐漸在依存的論述中形構出其符號的自主及獨立性；本文最後則以消費文化及風險社會的理論概念，說明有機風潮和消費者消費認同的關係，並以此說明有機消費者經由消費彰顯其自主能動性的內涵，透過否定及改變現有市場的決定，有機消費者在消費的同時也享有一種自我的「權力感」及「存在感」；並進一步架接到風險商品的概念，說明有機商品如何透過消費者自主能動性而呈現和風險意識及風險社會的關聯。 The rise of organic consumption is a phenomenal development in Taiwan in the past decade. From its beginning to the fashion-like consumption today the development of the organic production can be traced back to many factors. This includes collaborations between government and scholars, test productions by devoted farmers, efforts of the third-sector organization, and launch of new organic stores in the market. With respect to the complicated background of the development this research attempts to outline (1.) its social influence like the identity problematic of the organic consumer, and (2.) the symbolic construction of the term “organic” of the social discourse in Taiwan. At first, this research respectively concentrates on the development history, characteristics and activities of three target organizations. They are Li-Run Company and the Homemaker Union in the third sector, and a commercial organization called “YogiHouse”. The examination relating to the three organizations mainly focuses on the trust mechanisms and their trust-building process. Based on the examination, this research further explores how organic consumption was able to integrate different discourses and thoughts which are carried by the three organizations. By this way it shows how “organic” becomes a discursive symbol that is developing from other discourses on “religion”, “environmental protection”, and “health”. The semantics of the symbol “organic” is therefore gradually growing out its own independent character as well as its individuality. Furthermore, this paper uses the theoretical concepts of consumer culture and risk society to discuss the relationship between organic trend and consumers’ consumption behavior. Organic consumers display their independent initiatives through consumer practices. By negating market oriented decisions, organic consumers are developing a sense of “power” and “existence” in their organic consumption.
