Evaluating Some Influential Factors on Consumers' Purchasing Decisions of Environment-friendly Agricultural Products (EAP) Using Importance-Performance Analysis (IPA)

중요도-성취도 분석을 이용한 소비자의 친환경농산물 구매 결정요소 평가

It is important to facilitate consumers' purchases of EAP (Environment-friendly Agricultural Products) for establishing the successful Environment-friendly Agriculture (EA). This study was conducted to evaluate the present state of some potentially influential factors on consumers' purchasing decisions of EAP using Importance- Performance Analysis (IPA). A total of 299 Gwangju citizens participated in the questionnaire survey during September and October, 2007. Urgent improvement efforts are needed for "reliability about the safety of the EAP", "reliability on EAP certification mark", "credibility of EAP producers", and "growth of EA". Respondents also seem to have positive attitudes to EA activation.