台灣的有機食物生產漸漸從「農藥零檢出」轉向重視生態保育、支持在地發展的論述與實踐，隨著全球對於食物生產的永續經營有越來越多關心，食物消費走向更全面的倫理關懷。許多環境友善的地方品牌也應運而生，以地方環境災害議題為主要關懷的環境友善商品──成龍溼地「鹽」選水產品，由成龍溼地鳥仔區生產班以不抽地下水的養殖方法，在地層下陷嚴重的台灣西部沿海地區生產，是一款兼具經濟、社會、環境永續性的商品。

鑑於國內缺乏有關水產品之理念性消費研究，本研究應用Sheth、Newman 與 Gross（1991）的消費價值理論，以問卷調查蒐集研究資料，使用差異檢定分析、二元邏輯斯迴歸分析等方法，探討促使消費者選擇成龍溼地鹽選水產品的因素。透過呈現消費者的動機、需求、理念和關懷，以瞭解倫理消費中的多元價值與內涵，並挖掘養殖水產品作為倫理商品可提供的價值及可行發展。

研究結果顯示「功能價值－品質」可獨立預測消費者的再購買行為，當消費者越肯定鹽選水產品的高品質，再購買的機率也越高；「情感價值」和「條件價值」對消費者的再購買行為也有正向影響，亦即當消費者從中得到更多正面情感回饋，以及當環境破壞愈趨嚴重、產品的市場條件成熟時，消費者認同成龍溼地鹽選水產品具有更高的附加價值，會更傾向再購買。本研究的結果可提供地方養殖漁業的永續發展和營銷策略上若干的建議。

The organic agriculture practice in Taiwan has gradually shifted from “zero detection of pesticides” to the emphasis on ecological conservation and support for local development. With the global food production of sustainable management has more and more concern, food consumption towards a more comprehensive ethical concern. Many eco-friendly local brands have also emerged for market demand. Cheng-Long Fish Farming is an aquacultural production and marketing group located in the coastal area of western Taiwan, where the land subsidence is severe because of groundwater overdraft. The group members put local environmental disaster as their main concern, and make a living by raising fish without pumping groundwater. Their aquaculture products combine the idea of economic, social and environmental sustainability.

In view of the lack of ethical consumption research on aquatic products in Taiwan, this study applies the theory of consumption values by Sheth, Newman, and Gross (1991) to explore the factors that motivate consumers to choose Cheng-Long Fish Farming products, and by presenting consumers’ motivations, needs, and concerns, to understand the multiple values and connotations of ethical consumtion, and to excavate the feasible development for eco-friendly aquaculture. The data are collected by questionnaire and analyzed with independent sample t-test, one-way ANOVA and binary logistic regression.

The results indicate that functional value (quality) is the main influence factor on consumer repurchase behavior regarding Cheng-Long Fish Farming products. Consumers with high consent to the product quality are more likely to repurchase. Emotional value and conditional value also positively affect consumer repurchase behavior. If consumers get more psychological benefits, or specific environment crisis happened, or the market conditions of products became mature, they are more likely to repurchase. The results of this study can provide a number of suggestions for the sustainable development and marketing strategies of local aquaculture fisheries

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