農夫市集在臺灣漸漸盛行，從2007年第一個例行常態的農夫市集開始，現在全臺灣約有60幾個農夫市集，臺北都會區因為地處臺灣商業區的首善之區，為消費端最蓬勃發展之黃金地段，因此吸引許多農夫來臺北的農夫市集擺攤。在農夫市集，生產者會販售許多種使用有機或友善環境耕作方式生產的農產品，消費者可以直接接觸到生產農產品的農夫，以及親身體驗有善農產品的產品履歷，對於食品和生產的環境有更多的瞭解。
對於擺攤的農夫，運用與消費端直接接觸的銷售方式能夠擁有直接的收入，在農夫市集的銷售端點，有許多農產品係以有機或友善環境的方式生產，雖然種植並且親自販售行為的過程對於農夫來說是很辛苦的，但是對於環境教育的影響，卻有潛藏之莫大裨益。本文使用「價值-信念-規範」理論和其內涵，來探討農夫市集中擺攤農夫的環境行為，瞭解他們選擇這種生存方式的原因。
研究觀察及訪談結果，表明價值-信念-規範理論可以解釋有機農業的農夫自己耕種且在農夫市集擺攤的行為，其中價值觀以利己為最主要因素，農夫往往因為利己的因素開始耕種，在耕種後才因為農場環境改變而覺察到保護環境的重要。農夫比起周圍的環境，會堅持有機的農法，這些也對境是很大的幫助。在個人的意識外，在市集販售會受到市集的理念和消費者的支持都會影響農夫的行為，農夫也會教育消費者有機農業的知識和精神。以此為概念修正「價值-信念-規範」理論。

Farmers' market is becoming more popular in Taiwan. From the beginning of the first regular farmer market in 2007, there are accounted for about 60 farmers’ markets in Taiwan, and the Taipei Metropolitan area attracts many consumers because it is located in the commercial area. Farmers have been detected to be grouped to Taipei farmer market stall as one of the environmental-friendly behaviors. In the farmers' market, producers will sell many kinds of agricultural products using organic or friendly farming practices. Consumers can have direct access to farmers who produce agricultural products, and have a better understanding of the food and production environment by some of the resume of healthy food procedure from farms to tables.
　　For the farmers in farmers' market, there is occurred a direct income, and in the farmers' market, there are many agricultural products that are produced in the process as provided as organic food toward friendly environment. Since it is very hard for planting and selling for the farmer, this farming-merchandise-chain is well known for a tacit knowledge in environmental education beneficially in a civic society. This thesis was used the value-belief-norm theory and its connotations to explore the environmental behavior of farmers in the farmers' market, and understand why they choose this way of life.
The results of the study show that the Value-Belief-Norm theory can explain the behavior of farmers in organic agriculture cultivating themselves and setting up stalls at farmers' markets. Among them, self-interest is the most important factor in value. Farmers often start cultivating because of self-interest. The farm environment changed and realized the importance of protecting the environment. Compared with the surrounding environment, farmers will adhere to organic farming laws, which are also very helpful to the environment. In addition to personal consciousness, the concept of the market and the support of consumers will affect the behavior of farmers. Farmers will also educate consumers about the knowledge and spirit of organic agriculture. I utilized this final finding as a conceptual phenomenon to revise the Value-Belief-Norm theory.

中文文獻
王文科、王智弘(2014)。教育研究法。臺北：五南。
朱柔若(2000)。社會研究方法：質化與量化取向(原作者：W. L. Neuman)。臺北：揚智文化。
有機農業促進法(2018年5月30日)。
吳佳綺譯(2010)。質性資料的分析(原作者：G. R. Gibbs)。臺北：韋伯。
李政賢譯(2014)。質性研究 設計與計畫撰寫(原作者：C. Marshall & G. B. Rossman)。臺北：五南。
杜文惠(2013)。農夫市集視覺識別系統設計之創作與研究-以248農學市集為例。國立臺灣師範大學設計學系碩士論文。
周儒、王順美、周鴻騰、林高永(2017)。環境教育與解說。新北：國立空中大學。
林鳳儀(2014)。農學市集的經營運作-248農學市集個案研究。國立中央大學高階主管企管碩士班論文。
祁皓翎(2015)。水花園有機農夫市集品牌形象、體驗行銷、顧客滿意度與忠誠度關係之研究。國立臺灣大學農業經濟學研究所碩士論文。
徐于婷(2011)。248農學市集的食物網絡與運作模式分析。國立臺灣大學園藝學碩士班論文。
高惠齡(2014)。農學市集的另類創意─以248農學市集唐婆醋為例。崑山科技大學機械工程研究所碩士班論文。
陳向明(2002)。社會科學質的研究。臺北：五南。
陳玠廷、蕭崑杉(2010)。臺灣「有機農業」的發展與未來展望。農業推廣文彙55，233-238。
黃山內、林傳琦(2002)臺灣地區有機農業之發展現況與展望。屏東師範學院亞熱帶農作物產業之研究發展研討會論文，98-109。
黃仲杰(2013)。臺灣在地食物網絡農夫市集的研究。國立臺灣大學農業經濟學研究所碩士班論文。
黃柏豪(2011)。全球化下臺灣農夫市集的社會觀察─以248農學市集為例。華梵大學建築學系碩士班論文。
董時叡(2012)。有機農產品行銷與農夫市集。農業生技產業季刊，32，60-63。
董時叡、陳嬿伊（2008）。農夫市集與永續農業發展。永續農業，28，13-19。
鄭盈芷(2010)。小農求生計-農夫市集在主流產銷體系下的機會與挑戰。國立臺灣大學社會科學院新聞研究所碩士班論文。
賴鳳霙(2012)。農民市集的形塑與發展：以臺中合樸農學市集為例。國立臺灣師範大學地理學系碩士班論文。
賴鳳霙、譚鴻仁(2011)。臺中合樸農學市集的形成過程：行動者網絡理論的觀點。國立臺灣師範大學地理學系，地理研究，54，19-42。
羅偉晉(2015)。建構社會企業參與都市農業發展之價值鏈 －以興大有機農夫市集為例。朝陽科技大學建築系建築及都市設計碩士論文。

英文文獻
Brown A. (2001). Counting farmers markets. The Geographical Review, 91(4): 655-674.
Brown, A. (2002). Farmers' market research 1940–2000: An inventory and review. American Journal of Alternative Agriculture, 17(4), 167-176.
Brown, C., and Miller, S. (2008). The impacts of local markets: A review of research on farmers markets and community supported agriculture (CSA). American Journal of Agricultural Economics 90(5), 1296-1302.
Carpio, C., and Isengildina-Massa, O. (2009). Consumer willingness to pay for locally grown products: The case of South Carolina. Agribusiness, 25(3), 412–426.
Gumirakiza, J. D., Curtis, K. R., and Bosworth, R. (2014). Who attends farmers’ markets and why? Understanding consumers and their motivations. International Food and Agribusiness Management Review, 17(2), 65-82.
Herna´ndez, B., A. M. Martı´n , C. Ruiz and M. d. C. Hidalgo(2010). The role of place identity and place attachment in breaking environmentalprotection laws. Journal of Environmental Psychology, 30(3), 281-288.
Holloway, L., Kneafsey, M. (2000). Reading the space of the farmers’ market: a preliminary investigation from the UK. Sociologia Ruralis, 40(3), 285-299.
Kurisu, K. (2015). Behavior Model Development for Understanding PEBs (pp48). Tokyo : Springer.
Levy, A., Orion, N., & Leshem, Y. (2018). Variables that influence the environmental behavior of adults. Environmental Education Research, 24(3), 307-325.
Loebnitz, Natascha&Aschemann-Witzel, Jessica(2016). Communicating organic food quality in China: Consumer perceptions of organic products and the effect of environmental value priming. Food Quality and Preference, 50, 102-108.
Luttikholt, L.W. M. (2007). Principles of organic agriculture as formulated by the International Federation of Organic Agriculture Movements. NJAS, 54(4), 347-360.
Lyon, P., Collie, V., Kvarnbrink, E., and Colquhoun, A. (2009). Hopping at the farmers market: Consumers and their perspectives. Journal of Foodservice, 20, 21-30.
Pechrová, M.(2014). Determinants of the Farmers' Conversion to Organic and Biodynamic Agriculture. Agris On-Line Papers in Economics & Informatics, 6,113-120
Price, J.C., and Leviston, Z. (2014). Predicting pro-environmental agricultural practices: The social, psychological and contextual influences on land management. Journal of Rural Studies, 34, 65-78.
Pyle, J. (1971). Farmers' markets in the United States: Functional anachronisms. Geographical Review, 61(2), 167-197.
Schwartz, S. H. Awareness of consequences and the influence of moral norms on interpersonal behavior. Sociometry, 1968, 31, 355-369. (a)
Schwartz, S. H. Words, deeds, and the perception of consequences and responsibility in action situations. Journal of Personality and Social Psychology, 1968, 10, 232-242. (b)
Schwartz, Shalom H. 1977. Normative Influences on Altruism. In L. Berkowitz (ed.), Advances in Experimental Social Psychology, Volume 10, 221-279. New York: Academic Press.
Stern, Paul. C. and Thomas Dietz. 1994. The value basis of environmental concern. Journal of Social Issues 50(3), 65-84.
Stern, P. C. (2000). New environmental theories: toward a coherent theory of environmentally significant behavior. Journal of Social Issues, 56(3), 407-424.
Stern, P. C., Dietz, T., Abel, T., Guagnano, G. A., and Kalof, L. (1999). A value-belief-norm theory of support for social movements: The case of environmentalism. Human Ecology Review, 6(2), 81-97.
Stern, Paul C., Thomas Dietz and Linda Kalof. 1993. Value orientations, gender, and environmental concern. Environment & Behavior 25, 322-348.
Thørgensen, J. (2006). Norms for environmentally responsible behaviour: an extended taxonomy. Journal of Environmental Psychology, 26, 247–261.
Van der Werff, E., and Steg, L. (2016). The psychology of participation and interest in smart energy systems: Comparing the value-belief-norm theory and the value-identity-personal norm model. Energy Research & Social Science, 22, 107-114.
Wynveen, C. J., Wynveen, B. J., and Sutton, S. G. (2015). Applying the value-belief-norm theory to marine contexts: Implications for encouraging pro-environmental behavior. Coastal Management, 43, 84-103.

參考網站：
248農學市集。2017。http://www.248.com.tw/
水花園有機農夫，2017，取自：http://www.lifenext.com/
中央社(2017年4月22日)戴奧辛來自何處 飼料成分是重點【中央社】。取自：https://tw.news.yahoo.com/%E6%88%B4%E5%A5%A7%E8%BE%9B%E4%BE%86%E8%87%AA%E4%BD%95%E8%99%95-%E9%A3%BC%E6%96%99%E6%88%90%E5%88%86%E6%98%AF%E9%87%8D%E9%BB%9E-041933422.html
有機農業全球資訊網。2020。https://info.organic.org.tw/
花博農民市集。2017。http://www.taipei-farmersmarket.com.tw/introduce.aspx
洪美惠（2011年5月18日）。糧食危機？ 全球每年浪費13億噸糧食(環境資中心)。取自：http://e-info.org.tw/node/66929
胡琇雰(2014年9月26日)。全台農夫市集熱 小農與市集組織的挑戰【環境資訊中心】。網頁：http://e-info.org.tw/node/101115
財團法人慈心有機農業發展基金會(2020)。引自：https://toaf.org.tw/
國際有機運動聯盟International Federation of Organic Agriculture Movements (2017)。引自：https://www.ifoam.bio/en/organic-landmarks/definition-organic-agriculture
許曉華(2017)。支持綠保新生活 確保生物有生機【行政院農委會】。引自：http://www.coa.gov.tw/ws.php?id=2503587
張聰秋與陳冠備(2017年4月22日)。雞蛋戴奧辛超標 疑飼料出包【自由時報新聞】。取自：http://news.ltn.com.tw/news/life/paper/1096277
慈心大地(2017)。五種農夫 一個綠色生機 用不同耕作方式，守護你我共同的未來。引自：http://toaf.org.tw/ch/story3p.asp?epaperidno=1908
楊儒門(2009)。248農學市集成立周年的反思(一)。取自：http://www.248.com.tw/?p=498
衛生福利部國民健康署：肥胖防治網，2017，取自：http://obesity.hpa.gov.tw/TC/faqContent.aspx?id=67&chk=84b32626-2bca-430c-982b-784a9b53fe69&param=pn%3D3