;ABSTRACT With the trend of emphasis of food safety and environmental protection, agri-business managers have to think about how to produce and supply consumers products which meet consumers’ needs and compliance with relevant laws and regulations. Plant Factory is a year-round plant production system that emphasis on non-use pesticides and complete production control . It offers another choice for the consumers. Therefore, this study pays attention to the consumers’ awareness and willingness to pay for Plant Factory Vegetables. In this study, 600 consumers were interviewed in Taipei, Taoyuan, Hsinchu, Taichung, Tainan and Kaohsiung, between April and May 2015. The effective sample size is 598. The study shows that consumers agree that the benefits of Plant Factory Vegetables include no heavy metals, non-use pesticides, low nitrate and saving irrigation water. However, there is no significant effect of willingness-to-pay on Plant Factory Vegetables. The willingness to pay for Plant Factory Vegetables is between traditional vegetables (non-organic vegetables) and organic vegetables. The study also shows that consumers with high education have high awareness of brand and certification and willing to pay high for the vegetables. Now, there is no brand and certification for Plant Factory Vegetables. From the study, to set up brand and certification for Plant Factory Vegetables by the government is suggested in the future.
