Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Consumption Behaviors and Satisfaction Levels of Consumer towards Environmentally-Friendly Agricultural and Animal Products

국내 친환경 농축산물의 소비행태와 만족도 분석

  • Kim, Gyewoong (Department of Animal Resources Science, College of Industrial Sciences, Kongju National University) ;
  • Kim, Minjin (Department of Marketing, Chosun Hotel)
  • 김계웅 (공주대학교 산업과학대학 동물자원학과) ;
  • 김민진 (조선호텔 마케팅부)
  • Received : 2013.10.15
  • Accepted : 2014.01.24
  • Published : 2014.02.28
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Abstract

This study was carried out to investigate the consumption behaviors of environmentally-friendly agricultural products, including satisfaction of purchases. Questionnaires completed consumers were statistically analyzed. Regarding purchase frequencies of environmentally-friendly agricultural and animal products, consumers consumed them 1 time per month. No significant differences in consumption by age, living area, family type, or BMI were found. Exactly 38.2% of consumers preferred to purchase items in the packing amount of 0.2-0.5 kg, whereas 39.7% of consumers preferred amounts from 0.5-1.0 kg. Significant differences in packing amount were found according to age (p<0.05) and family type (p<0.01). However, there were no significant differences according to living area or BMI group. Many consumers made decisions based on the outer packing label (69.6%). Significant differences by age and living area were not found, whereas there was significant difference according to family type (p<0.05). Consumers answered that they purchased products in a general supermarket (24.7%) and cooperative (24.2%). Significant differences were found by age and living area (p<0.01) but not by family type. Consumer satisfaction of purchases scored 3.39 out of 5 points. In conclusion, significant differences in consumer satisfaction were not found according to age, living area, family type, or BMI.

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References

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