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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2013.1
- 수록면
- 171 - 187 (17page)
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초록· 키워드
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The environment-friendly agricultural product market receives consumers' great interests despite relatively few studies focused on consumers' decision making process of the environment-friendly agricultural products. This paper examines what factors influence on consumers' attitude and buying behavior on the environment-friendly agricultural product. In order to find the relative importance of each factor's influence, this study adopts multiple regression method based on the survey results of 500 people with the systematic random sampling. The results showed that consumers' favorable attitude towards the environment-friendly agricultural product were influenced by taste, freshness, food safety, and positive attitudes toward the environment-friendly agricultural product promotion. In addition, consumers' purchase intention was influenced by taste, food safety, environmental concern, and the promotion. Respondents recommend the environment-friendly agricultural product when they believe that the environment-friendly agricultural product had the values of taste, environmental concern, and promotion. Women are more active in buying and recommending the environment-friendly agricultural product; however, the price was not the statistically meaning factor. This study provides empirical data that was used for marketing and increasing the sales of the environment-friendly agricultural product. Future research was advised to examine more thoroughly on the relationships between the promotion efforts and purchase intention and the occasions when the price becomes the issue in the buying decision of the environment-friendly agricultural product.
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참고문헌 (20)
참고문헌 신청
Bae, K. K / 2006 / Current situation of agricultural organic products and organic processing food / Food Science and Biotechnology 39(3):35~51
Baker, S. / 2002 / Mapping the values driving organic food choice / European Journal of Marketing 38(8):995~1102
Chinnici, G. / 2002 / A multivariate statistical analysis on the consumers of organic products / British Food Journal 104(3):187~189
Chryssohoidis, G / 2000 / Repercussions of consumer confusion for late introduced differentiated products / European Journal of Marketing 34(5):705~722
Davies, A. / 1995 / Who buys organic food? A profile of the purchasers of organic food in Northern Ireland / British Food Journal 97(10):17~23
Baker, S. / 2002 / Mapping the values driving organic food choice / European Journal of Marketing 38(8):995~1102
Chinnici, G. / 2002 / A multivariate statistical analysis on the consumers of organic products / British Food Journal 104(3):187~189
Chryssohoidis, G / 2000 / Repercussions of consumer confusion for late introduced differentiated products / European Journal of Marketing 34(5):705~722
Davies, A. / 1995 / Who buys organic food? A profile of the purchasers of organic food in Northern Ireland / British Food Journal 97(10):17~23
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