Korean Journal of Organic Agriculture (한국유기농업학회지)

Korean Association of Organic Agriculture (한국유기농업학회)
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A Study on Consumers' Value Perception of Fruits and Vegetables Grown in Smart Farm

스마트팜 재배 과채류에 대한 소비자의 가치 인식에 관한 연구

  • 김성휘 (순천대학교 농업경제학과) ;
  • 이춘수 (순천대학교 농업경제학과)
  • Received : 2022.04.21
  • Accepted : 2022.05.18
  • Published : 2022.05.31
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Abstract

This study investigated consumers' perception of fruits and vegetables grown in smart farms to stimulate the sale of agricultural products grown in smart farms. To this end, a survey was conducted on 1,050 consumers. The main results are as follows. First, 58.6% of respondents knew about smart farms, and they perceived fruits and vegetables grown in smart farms as more valuable than those grown in conventional facilities. In the detailed values, values of safety and environmental damage reduction were perceived to be of greatest value among five values. Second, as a result of investigating the importance of smart farm cultivation information in comparison with price, the most respondents emphasized both smart farm cultivation information and price information, and smart farm cultivation information was compared with price information. Cases were investigated to be more important with slight differences. Third, 41.4% of respondents had the price premium payment intention for fruit and vegetables grown in smart farms. Fourth, as a result of analyzing variables affecting the premium intention, the higher the health value among five values was recognized and the more important the smart farm cultivation information was, the higher the premium payment intention was.

Keywords

Acknowledgement

본 연구는 과학기술정보통신부 및 정보통신기획평가원의 지역지능화혁신인재양성(Grand ICT연구센터) 사업의 연구결과로 수행되었음(IITP-2022-2020-0-01489).

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