Journal of Korean Society of Rural Planning (농촌계획)

Korean Society of Rural Planning (한국농촌계획학회)
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Study of Consumers' Perceptions of Eco-friendly Agricultural Products and Policies by Group

친환경 농산물 소비자의 집단별 소비특성 및 정책에 대한 인식연구

  • Lee, Tae-gyeom (Korea Island Development Institute/ Graduate School of Engineering, Hanyang University) ;
  • Kim, Eun-Sol (Dept. of Landscape Architecture, College of Urban Science, University of Seoul) ;
  • Choi, Jin Ah (Rural Development Administration, National Instiute of Agricultural Sciences, Rural Environment&Resources Division) ;
  • Kim, sangbum (Rural Development Administration, National Instiute of Agricultural Sciences, Rural Environment&Resources Division) ;
  • Lee, Jae-Ho (Dept. of Landscape Architecture, College of Urban Science, University of Seoul)
  • 이태겸 (한국섬진흥원 / 서울사이버대학교 건축공간디자인학과 ) ;
  • 김은솔 (서울시립대학교 조경학과) ;
  • 최진아 (농촌진흥청 국립농업과학원 농촌환경자원과) ;
  • 김상범 (농촌진흥청 국립농업과학원 농촌환경자원과) ;
  • 이재호 (서울시립대학교 조경학과 )
  • Received : 2022.09.24
  • Accepted : 2022.11.30
  • Published : 2022.11.30
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Abstract

The goal of this study is to promote the spread of environmentally friendly agricultural products, which have been receiving a lot of attention lately, as a way to improve food safety and quality. As a result of the increased labor input, increased production costs, and an aging population, environmentally friendly agriculture is making it more difficult for farmers to expand their enterprises. In the meantime, consumers find it difficult to spread eco-friendly agricultural products due to their high expectations for safety and quality, as well as the desire to purchase products at a reasonable price. Previous studies have revealed differences in perceptions between eco-friendly agricultural producers and consumers. In light of this, this study divided consumers based on their characteristics (such as age, purchase history, health concerns, etc.), and different policies were proposed in order to increase purchasing factors for each group based on their characteristics. In order to gather information for this study, general citizens were asked about their perceptions of eco-friendly agricultural products, future purchase intentions and awareness, reliability, necessity, purpose, and information sources. A two-step clustering analysis was conducted using nominal and continuous variables simultaneously. The paper presents the three derived group differences (senior organic interest group, middle-aged organic interest group, and indifferent young organics) as well as group differences for the purchasing/non-purchasing factor analysis and policy improvement for each group. An eco-friendly agricultural product distribution proposal was made at the end of this article.

Keywords

Acknowledgement

본 논문은 농촌진흥청 연구사업(과제번호: PJ017106022022)의 지원에 의해 이루어진 것임

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