Korean Journal of Organic Agriculture (한국유기농업학회지)

Korean Association of Organic Agriculture (한국유기농업학회)
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An Analysis of the Amount of Willingness to Pay for Environment-friendly Agricultural Processed Foods by the Level of Consumption Intention

친환경농산물가공식품 소비의향 수준별 지불의향금액 분석

  • 정학균 (한국농촌경제연구원 농림산업정책연구본부) ;
  • 한재환 (순천대학교 농업경제학과)
  • Received : 2018.08.02
  • Accepted : 2018.09.27
  • Published : 2018.11.30
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Abstract

The purpose of this study is to analyze the amount of willingness to pay for environment-friendly agricultural processed foods by the level of consumption intention. To accomplish the objective of the study a consumer survey was conducted for quantitative analysis regarding consumption pattern. The ordered-probit selection model, Heckman-type two-stage method was employed for an empirical analysis on determining the amount of willingness to pay. The estimation results showed that in the case of consumers who are to keep their consumption at the present level, those with high quality contentment compared to price, brand contentment, and purchasing chiefly in the special store, have the higher amount of willingness. The estimation results also showed that in the case of consumers who are to increase their consumption, those with high quality contentment compared to price, brand contentment, certificate contentment, and having family members who suffer from diseases such as atopy, cancer, diabetes, high blood pressure, have the higher amount of willingness. Therefore For those who are to increase their consumption, enhancement of quality, enhancement of contentment with certificate, promotion are useful to increase the amount of willingness to pay.

Keywords

References

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