Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
권호 표지
DOI QR코드

DOI QR Code

Effect of Consumers' Perceived Creating Shared Value on Purchasing Behavior of Non-timber Forest Products in Jeongeup City, Korea

지역 임산물의 공유가치창출에 대한 소비자의 인식에 따른 지역 임산물의 구매행동에 관한 연구 - 정읍시를 중심으로 -

  • Oh, Ji eun (College of Science and Industry Convergence, Ewha Womans University) ;
  • Lee, Kyung Won (Department of Home Economics Education, Korea National University of Education) ;
  • Kang, Name (Department of Food and Nutrition, Eulji University) ;
  • Cho, Mi Sook (Department of Nutritional Science and Food Management, Ewha Womans University) ;
  • Na, Yeseul (Department of Food and Nutrition, KC University)
  • 오지은 (이화여자대학교 신산업융합대학) ;
  • 이경원 (한국교원대학교 가정교육과) ;
  • 강남이 (을지대학교 식품영양학과) ;
  • 조미숙 (이화여자대학교 식품영양학과) ;
  • 나예슬 (KC대학교 식품영양학과)
  • Received : 2021.08.05
  • Accepted : 2021.09.23
  • Published : 2021.10.30
Download PDF
⟨ Previous Next ⟩

Abstract

Local non-timber forest products can be easily accessed by tourists. These also provide opportunities for tourists to experience the local culture. Many local governments are paying constant attention to the development of non-timber forest product brands to revitalize the local economy and increase the profits of local farmers. Although there are many forest products and tourism resources in each region of Korea, there is no local specialized strategy to sell non-timber forest products and promote consumers' purchase intentions. In this study, we aimed to explore the consumers' perceived creating shared value (CSV) and its association with purchasing behavior of non-timber forest products in Jeongeup city, Korea. Data were collected from 1,066 consumers who had purchased non-timber forest products. Purchasing patterns of local specialty products differed depending on consumers' perceived CSV levels. In addition, consumers with higher levels of perceived CSV showed higher awareness and familiarity with Jeongeup city and experienced Jeongeup city's non-timber forest products. Our findings suggest that improving consumer perception towards CSV of non-timber forest products can be used as a marketing strategy for local non-timber forest products to revitalize the local economy.

Keywords

References

  1. Aaker, D.A. 1991. Managing brand equity: capitalizing on the value of a brand name, New York: The Free Press. pp. 100-110
  2. An SY, Han JS. 2016. A study on the impacts of hotels CSV on corporate image, reliability and customer loyalty. Korea J. Tour. Hosp. Res., 30(11):135-149
  3. Cheon HJ, Kim SW, Lee DI, Lee JH. 2014. Creating Shared Value: Redefining the Role of the Corporation and Consumer. J. Consumer Stud., 25(3):1-20
  4. Cho SH, Hwang YM, Kang JH. 2018. A study of fostering plan of major non-timber forest products. Cheonbuk Institute. pp 85-88
  5. Hwang YH, Seo YW. 2019. The Impact of CSV on Brand Image and Behavioral Intentions: Focussing on CSV Intentionality and Company-Consumer Identification. 2019. J. Digtal Converg., 17(9): 105-114
  6. Holbrook, M. B. (Ed.). 1999. Consumer value: a framework for analysis and research. Psychology Press, pp 1-28
  7. Holbrook, M. B. 2006. Consumption experience, customer value, and subjective personal ntrospection: An illustrative photographic essay. J. Bus. Res., 59(6):714-725. https://doi.org/10.1016/j.jbusres.2006.01.008
  8. Jun YM, Ahn YS, An OS, Kim MH. 2007. The Study on Brand Development Case for Brand of Rural Special Products. Korean J. Community Living Sci.. 11:86-86
  9. Kang YJ, Lim SH, Kim SH. 2019. The Effectiveness of the Perceived Level of CSV and Ethical Consumerism on Brand Attitude and Purchase Intention: Focused on the Mediating Effect of Corporate-consumer Value Congruency and the Moderating Effect of CSV-Related Messages. Korean J. Advert.. 30(5):49-82 https://doi.org/10.14377/KJA.2019.7.15.49
  10. Kim MM, Park KE, Lee SB. 2014. The Effect of Local Specialty Brand Experience on Brand Attitude and Purchase Intention: Focused on Icheon Rice. Int. J. Tour. Hosp. Res., 28(2):109-119
  11. Kim YN, Suh YK, J C. 2011. Purchase Behavior of Local Special Products in a Local Festival: The Case of Jeju Jeongwol Daeboreum Fire Festival. Int. J. Tour. Hosp. Res., 25(3):197-217
  12. Lee KG, Yi SG. 2019. The effect of consumption value and creating shared values on purchase intention-focused on outdoor brands. J. Converg. Inf. Technol., 9(1):105-115 https://doi.org/10.22156/CS4SMB.2019.9.1.105
  13. Lee S, Shin HS, Moh YM, Shin HJ. 2009. Study on Visitor's Socioeconomic Backgrounds and Preferences in Green Farming Villages-Experiencing Towns. Korea Rural Tour. Res.. 16(1):75-102
  14. Na MJ, Lee JH, Han JS. 2019. The Effects of Creating Shared Value on Brand Loyalty: Focusing on the Mediating Effects of Hotel Image. J. Tour. Leis. Res., 31(3):421-441 https://doi.org/10.31336/jtlr.2019.3.31.3.421
  15. Parashant, M.. 2014. The Effect of CSV (Creating Shared Value) on Corporate Performance. Korea Bus. Rev., 7(2):37-48
  16. Porter ME, Kramer MR. 2011. Creating shared value. Harv. Bus. Rev., 89(1/2):62-77
  17. Rural development administration. 2018. Analyzing demand for local festival agricultural products in direct transaction, Korea, Korea national tourism survey. Ministry of Culture, Sports and Tourism. Sejong. 2019. pp. 24-25
  18. Weon JH, Jung DH. 2017. Effects of CSV Activities on Purchasing Intention: on the Perspectives of Value Chain. J. Manag. Inf. Syst.. 36(4):1-9
  19. Yu SG. 2012. A study on the effect of corporate shared vale creation on brand loyalty. J. Digital Contents Soc., 20(7):1391-1400 https://doi.org/10.9728/dcs.2019.20.7.1391
  20. Yu HJ, Song EJ. 2018. Non-Timber Forest Products Consumption Behaviors According to Dietary Lifestyle. Fam. Environ. Res. 54(1):107-118 https://doi.org/10.6115/fer.2016.009
  21. Yang JS, Hong WS. 2019. Effects of foodservice corporations CSV on comporate images and intention to visit. J. Foodserv. Manag., 22(2):267-293
  22. Yoon K, Lee EJ. 2014. A Comparitive Study on the effects of CSR and CSV: The Moderating Role of Self-efficacy and Message Involvement. Korean J. Advert., 25(2):53-72 https://doi.org/10.14377/KJA.2014.2.28.53
  23. Choi EJ, Kim SH. 2013. A Study of the Impact of Social Value Congruence on Social Enterprises' Attitudes and Purchase Intentions: Mediating Effect of Social Value Congruence. The Korean Psychological Association., 14(1): 87-109, [accessed 2021.08.01.]