The Innovative Operation Models of Community Micro-Agriculture
|關鍵字:||微型農業;關係品質;社群支持型農業;友善耕作;綠色行銷;Micro-agriculture;quality of relationship;community supported agriculture;environmentally friendly farming;green marketing|
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.