Korean Journal of Organic Agriculture (한국유기농업학회지)

Korean Association of Organic Agriculture (한국유기농업학회)
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A Study on the Promotion of Korean Paprika Export to Vietnam

한국산 파프리카의 베트남 수출 활성화 방안에 대한 연구

  • 서영창 (단국대학교 환경자원경제학과) ;
  • 강창수 (국립한국농수산대학교 농수산가공전공) ;
  • 양성범 (단국대학교 환경자원경제학과)
  • Received : 2023.06.30
  • Accepted : 2023.08.08
  • Published : 2023.08.31
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Abstract

The purpose of this study is to establish a strategy to activate the export of Korean paprika to Vietnam. For this, we survey 202 adults in Vietnam, and analyzed the paprika purchase and consumption behavior, preferences, considerations, and willingness to pay. Most of respondents had purchased paprika, and offline grocery stores are the major purchasing location of paprika. The price elasticity of Korean paprika is greater than 1, showing more elasticity than other origins, and it is advantageous to implement the price reduction strategy. The number of household members and the level of education affect purchasing intentions. In conclusion, product composition targeting small households, pricing strategy, and K-Food marketing are appropriate.

Keywords

Acknowledgement

본 논문은 전북농업기술원의 공동연구사업(파프리카 수출기반 구축 및 국내 외 신소비 시장 확대, 과제번호: RS-2022-RD010401)의 지원에 의해 이루어진 것임.

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