Korean Journal of Organic Agriculture (한국유기농업학회지)

Korean Association of Organic Agriculture (한국유기농업학회)
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A Study on Consumers' Perception and Willingness to Pay for Fruits and Vegetables Using Renewable Energy

신재생에너지 이용 과채류에 대한 소비자 인식 및 지불의사에 관한 연구

  • 김성휘 (순천대학교 농업경제학과) ;
  • 이춘수 (순천대학교 농업경제학과)
  • Received : 2021.10.24
  • Accepted : 2021.11.20
  • Published : 2021.11.30
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Abstract

This study investigated consumers' perceptions and willingness to pay (WTP) for fruit and vegetables grown using renewable energy such as solar power, geothermal, waste heat from incinerators, hot water from thermal power plants. To this end, this study conducted an online survey of 1,050 consumers in Seoul, Gyeonggi, and the six metropolitan cities, and the main findings are as follows. First, most of the consumers perceived climate change as a serious problem, and 82.8% recognized the government's declaration of carbon zero was appropriate, which means that the government's active response to climate change is important. Second, on the pros and cons of the use of renewable energy when cultivating fruits and vegetables, opinions in favor of solar power were the highest, followed by geothermal heat, waste heat from waste incineration plants, and thermal power generation hot drainage. Third, at least 28.0% to 41.7% of consumers were willing to purchase fruits and vegetables using renewable energy more expensive than fruits grown using fossil energy such as kerosene. This means that the fruit and vegetable market using renewable energy is valuable as a niche market.

Keywords

Acknowledgement

본 연구는 과학기술정보통신부 및 정보통신기획평가원의 Grand ICT연구센터지원사업의 연구결과로 수행되었음(IITP-2020-0-01489). 또한 이 논문은 2021년도 정부(산업통상자원부)의 재원으로 한국에너지기술평가원의 지원을 받아 수행된 연구임(20202020900060, 미세먼지 저감형 굴뚝 폐열 활용 스마트팜 연계 운영 기술 개발 및 실증).

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