Journal of Korean Society of Rural Planning (농촌계획)

Korean Society of Rural Planning (한국농촌계획학회)
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Effect of Consumption Value According to Korea Important Agricultural Heritage System Designation on Persimmons Purchasing Intention - Case of Changwon Dokmoe Persimmon Farming -

국가중요농업유산 지정에 따른 소비가치가 단감 구매의도에 미치는 영향 - 창원 독뫼 감농업의 사례 -

  • 안성규 (창원시 농업기술센터) ;
  • 김영진 (창원시 농업기술센터) ;
  • 김종핵 (창원시 농업기술센터) ;
  • 서혜영 (창원시 농업기술센터) ;
  • 최준석 (창원시 농업기술센터) ;
  • 이완석 (창원단감 농촌융복합산업 추진단)
  • Received : 2023.03.30
  • Accepted : 2023.05.26
  • Published : 2023.05.31
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Abstract

This study was performed with 473 dwellers living in the cities, to study how purchasing intention was affected by the Korea important agricultural heritage system designation on Changwon sweet persimmon farming. This study identified the relationship between consumption value and purchase intention through Sheth's theory of consumption value. Functional, social, emotional, epistemic and symbolic values were all found to have a positive (+) effect on purchase intention, and among them, symbolic value properties were found to have the greatest impact. This study presents an important implication that emphasizing symbolism is most effective when establishing policies in the direction of promoting persimmon consumption in the Changwon area designated as Korea important agricultural heritage system.

Keywords

Acknowledgement

본 연구는 농림축산식품부 농촌융복합지구조성사업 중 창원단감농촌융복합산업의 일환으로 수행되었음

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