Korean Journal of Organic Agriculture (한국유기농업학회지)

Korean Association of Organic Agriculture (한국유기농업학회)
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Influences of Consumers' Subjective Knowledge and Brand Image on their Purchase of Environment-friendly Agricultural Products

소비자의 주관적 지식과 브랜드 이미지가 친환경농산물 구매에 미치는 영향

  • 서환석 (동국대학교 식품산업관리학과 대학원 식품경영전공) ;
  • 황재현 (동국대학교-서울캠퍼스 식품산업관리학과)
  • Received : 2015.06.02
  • Accepted : 2015.06.22
  • Published : 2015.06.30
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Abstract

This study aims to prepare a solution necessary for boosting the consumption of environment-friendly agricultural products, positively reflecting consumers' opinions that expect supplies of safe agricultural products to secure the domestic farms producing environment-friendly agricultural products and at the same time, to meet consumers' needs. As a result of the hypothesis testing, of the subjective knowledge in Hypothesis 1, product knowledge had an impact on attitude, while purchase knowledge and use knowledge after purchase were not significant. Of the subjective knowledge in Hypothesis 2, purchase knowledge and product knowledge had significant impacts on purchase intention. Brand image in Hypothesis 3 had a significant impact on attitude, while brand image in Hypothesis 4 had a significant impact on purchase intention. As a result of the mediated regression analysis of Hypothesis 5, all of the subjective knowledge, purchase knowledge, product knowledge and use knowledge after purchase had an impact on purchase intention, partially mediated by attitude, and brand image, too, had an impact on purchase intention, partially mediated by attitude.

Keywords

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