Korean Journal of Organic Agriculture (한국유기농업학회지)

Korean Association of Organic Agriculture (한국유기농업학회)
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Effects of Perceived Value and Risk on Satisfaction and Purchase for Environmental-friendly Agricultural Products

지각된 가치와 위험이 친환경농산물의 만족과 구매에 미치는 영향

  • 양성범 (단국대학교 환경자원경제학과)
  • Received : 2015.11.13
  • Accepted : 2015.12.07
  • Published : 2015.12.31
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Abstract

The objective of this study is to estimate the relationship among perceived value, perceived risk, satisfaction, purchase intention for environmental-friendly agricultural products. For this, we separate consumer with two groups that one is the experienced, the other is the not-experienced. Four factors is respectively adopted in perceived value and risk with exploratory and confirmatory factor analysis. The results of this study show that emphasizing the value of environmental-friendly agricultural products is important to the not-experienced. And to decease the risk is more effective to the experienced for activating market.

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References

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