Korean Journal of Organic Agriculture (한국유기농업학회지)

Korean Association of Organic Agriculture (한국유기농업학회)
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A Study on Consumers' Purchasing Behavior and Perception of the Low-carbon Certificated Agricultural Products

소비자의 저탄소 인증 농산물 구매행태 및 인식에 관한 연구

  • Received : 2021.07.13
  • Accepted : 2021.08.11
  • Published : 2021.08.31
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Abstract

This study investigates consumers' purchasing behavior and perception of the low-carbon certificated agricultural product. To this end, we surveyed 1,000 consumers and the main findings are as follows. First, Even after six years of national certification, it is important to promote the low-carbon certification system due to insufficient awareness and purchase experience. Second, the certificated area is small at around 5% of the area of environment-friendly agricultural products and GAP certification, and certification is concentrated on fruit trees. Third, an appropriate level of high-priced strategy can be useful considering the cost of low-carbon certification, image management of low-carbon certificated agricultural products, and quality is the most important factor for consumers to consider when purchasing fresh agricultural products. Fourth, consumers recognized that the contribution of low carbon certification in reducing greenhouse gas emissions and preserving the environment was higher than that of environment-friendly agricultural products or GAP certification. Considering that, promotional activities linked to environment-friendly agricultural products and GAP certification may be effective when promoting low-carbon certification. Finally, the Ministry of Agriculture, Food and Rural Affairs is implementing a carbon point system linked to Green Card to revitalize low carbon certification, but 25.7% of consumers are aware of it, and 8.4% have little experience in issuing it.

Keywords

Acknowledgement

본 연구는 과학기술정보통신부 및 정보통신기획평가원의 Grand ICT연구센터지원사업의 연구결과(IITP-2020-0-01489) 및 산업통상자원부의 재원으로 한국에너지기술평가원의 지원(20194210100230, 농작물 대상 재생에너지 융합시스템 개발 및 실증)을 받아 수행된 연구임.

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