Korean Journal of Organic Agriculture (한국유기농업학회지)

Korean Association of Organic Agriculture (한국유기농업학회)
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Analysis of Purchasing Attributes for Consumption Activation of Environment-friendly Agricultural Processed Foods

친환경농산물 가공식품 소비 활성화를 위한 구매속성 분석

  • 황정서 (단국대학교 환경자원경제학과 ) ;
  • 정다은 (단국대학교 환경자원경제학과 )
  • Received : 2022.12.02
  • Accepted : 2023.02.07
  • Published : 2023.02.28
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Abstract

The activation of consumption of environment-friendly agricultural processed foods means not only the growth of environment-friendly agriculture, but also the development of related industries. Therefore, it is necessary to identify and apply the needs and purchasing attributes of environment-friendly agricultural processed food consumers. For this, survey was conducted to adult men and women in their 20s and 60s and a total of 200 copies were used for empirical analysis. In this study, the average difference between importance-satisfaction for purchase attributes of environment-friendly agricultural processed food was verified, and the IPA Matrix was prepared based on this. As a result, in terms of purchasing importance and satisfaction, it was found that those with no experience in purchasing environment-friendly agricultural processed foods regarded product, price, place, promotion as more important than those with experience in purchasing. In case of IPA, product and price factors were all important and satisfactory regardless of purchasing experience. On the other hand, it was found that the key factors for promotion were neither important nor satisfied with consumers regardless of their purchasing experience. Therefore, it is mainly necessary to focus on marketing and mass media promotion. At the same time, various domestic and foreign best practices should be benchmarked and a 4P marketing strategy should be established and promoted.

Keywords

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