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http://dx.doi.org/10.14578/jkfs.2019.108.1.116

An Analysis of Consumer Preference and Demand for Wild Vegetables: Through a Consumer Preference Survey and Social Big Data Analysis  

Byun, Seung-yeon (Center for Forest Policy Research, Korea Rural Economic Institute)
Seok, Hyun Deok (Center for Forest Policy Research, Korea Rural Economic Institute)
Publication Information
Journal of Korean Society of Forest Science / v.108, no.1, 2019 , pp. 116-126 More about this Journal
Abstract
The production volume and amount of non-timber forest products in Korea has been on the increase for the past five years. In particular, the production amount of wild vegetables (edible mountain plants) is approximately KRW 400 billion as of 2017, accounting for 14 % of the total production amount of non-timber forest products. Among wild vegetables, especially the production volumes and amounts of bracken, saw-wort (Saussurea), and thistle have grown steadily. Nevertheless, severe price competition with cheap imports and little changes in the pattern of wild vegetable consumption may negatively affect the prices of domestic wild vegetables. This, in turn, can decrease the overall consumption of wild vegetables. Recently, however, consumers have preferred healthy food with increases in their income and interest in health. Therefore, now is a crucial time for the wild vegetable market. Accordingly, this study analyzed consumers' purchase and consumption behavior related to wild vegetables through a consumer survey to contribute to establishing various strategies and policies for promoting the consumption of these vegetables. Also, this study identified consumers' awareness and intention regarding wild vegetables by analyzing social big data. Different from previous studies, this study investigated consumers' awareness and intention by analyzing SNS social big data, as well as conducting a survey. The results of the study will help prioritize strategies and policies for boosting the consumption of wild vegetables.
Keywords
social big data analysis; wild vegetables; consumer intention survey;
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