社區微型農業的創新經營模式

Abstract

本研究在探討社區微型農業農場經理人對於田間管理人、穀東會員以及村長之間的信任、滿意與承諾的關係品質三要素構面，並在土地倫理基礎上藉由關係品質來分析友善耕種、綠色行銷及社群支持型農業的創新經營模式在社區微型農業中的潛在價值。 研究方法採用質性研究以部分參與觀察法方式實地參與南埔村農場穀東俱樂部2013年第一季農事體驗活動，並以質化訪談開放式訪談法，以有引導性取向的方式做深度訪談。 當社區農場願意以永續生態模式的經營理念作為行銷主軸時，因此能更增加消費者對社區微型農業生產地友善耕種的認同及信任，進而產生更多改變消費者的選擇評估模式。 社區農場應增加農事體驗與解說服務的結合機會，讓穀東會員感染更多的生態旅遊及農村體驗消費者，認識農村現況，體驗友善耕種的理念，從價值的認知進展到價值的認同，進而對地方產業永續的認同及信任，長久以後，發展成為對地方的依附關係，至成為最忠實的共同經營夥伴關係。 為減少客家庄農田休耕離農現象，社區農場推動友善耕種在高獲利誘因下加入的客家老農及新青年農夫逐漸增加，讓農地可以繼續維持耕種，並透過農夫市集和行銷平台的建立，創造更高的農村產值。

The research discusses the three elementary dimensions in the quality of relationship - trust, satisfaction and commitment in the relation of farm manager towards growers, among rice club members and among village heads in community micro-agriculture. With the quality of relationship based on land ethics, we took a further step to analyze the potential values of innovative operation models which characteristics were environmentally friendly farming, green marking and community supported agriculture in community micro-agriculture. Applying qualitative research methods - partially participatory and observatory methods, who participated in the farming activities of the Rice Club of Nanpu Village Farm in the first season of 2013, we had series of in-depth interviews in an open fashion coupled with profound interviews and discussions guided by facilitative manners intended for the purpose of this research. The results reveal when the community farm shows the willingness to focus its marketing based on sustainable and ecological models being its operation ideals, it increases consumers' recognition of and trust towards the environmentally friendly farming principles in the community micro-agricultural farms, which, hence, generates more selection and evaluation patterns that transform consumers. Community farms, therefore, should increase the opportunities that integrate farming experiences and explanatory services that allow rice club members to influence more consumers who come for eco-tourism and farm experiences. Only when the customers understand the situations of villages and the ideals of environmentally friendly farming through their experiences, their recognition of the values can be evolved into acceptance of the values – accepting and trusting the values of the sustainability of local industries. This belief will become a relationship of dependency over time and the people will be developed to be the most loyal partnership of the co-operation. Community farms in Hakka villages that promote environmentally friendly farming, with the motivation of higher profits, not only can attract an increased number of both older and younger Hakka farmers, but also continue the farming activities in the farmlands. Much higher village productivity can be achieved through the creation of farmers' marketplace and marketing platforms.