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A Study on Consumer Perception and Willingness to Pay for Environmentally Friendly Chestnuts in Korea  

Kim, Jae Sung (Department of Forest Resources Management, Korea Forest Research Institute)
Kim, Eui-Gyeong (Division of Forest Science, College of Agriculture and Life Sciences, Gyeongsang National University)
Choi, Soo Im (Department of Forest Resources Management, Korea Forest Research Institute)
Jung, Byung Heon (Department of Forest Resources Management, Korea Forest Research Institute)
Publication Information
Journal of Korean Society of Forest Science / v.95, no.4, 2006 , pp. 415-422 More about this Journal
Abstract
This study aims for suggesting an idea to plan the expansion of consuming environmentally friendly chestnuts by statistically analyzing the types and intentions for consumer's purchase of environmentally friendly point of production and export side. For this, the survey was performed on 650 housewives living in Seoul, new metropolitan cities such as Ilsan, Bundang, where is the central place of main consumption. As a result, it is more effective to plan the expansion of consumption as the activity of consumption promotion for environmentally friendly chestnut focused on specific target such as 3~4 members of family and 30~40's age of young housewives having with the academic background of above university graduate, large income of average monthly payment with over 4.5 million won and consumers who have experience to purchase environmentally friendly forest products. In order to achieve this goal, it is require to secure the stabilized dealer for the environmentally friendly forest products as well as to establish the appropriate price reflected by the value and quality of environmentally friendly chestnut which the consumers recognize. It is estimated that this price can be decided on the basis of willingness to pay for the environmentally friendly chestnut from the index which comes from the integrated and concentrated consumers' expectation as this study surveyed.
Keywords
consumer perception; environmentally friendly chestnuts; willingness to pay;
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