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http://dx.doi.org/10.11625/KJOA.2013.21.2.171

A Study on the Factors of the Environment-friendly Agricultural Product Consumption on the Favorability, Purchase Intention, and Recommendation Intention  

Lee, Cheol-Han (동국대학교 서울캠퍼스(Dongguk University-Seoul) 광고홍보학과)
Hwang, Jae-Hyun (동국대학교 서울캠퍼스(Dongguk University-Seoul) 식품산업관리학과)
Publication Information
Korean Journal of Organic Agriculture / v.21, no.2, 2013 , pp. 171-187 More about this Journal
Abstract
The environment-friendly agricultural product market receives consumers' great interests despite relatively few studies focused on consumers' decision making process of the environment-friendly agricultural products. This paper examines what factors influence on consumers' attitude and buying behavior on the environment-friendly agricultural product. In order to find the relative importance of each factor's influence, this study adopts multiple regression method based on the survey results of 500 people with the systematic random sampling. The results showed that consumers' favorable attitude towards the environment-friendly agricultural product were influenced by taste, freshness, food safety, and positive attitudes toward the environment-friendly agricultural product promotion. In addition, consumers' purchase intention was influenced by taste, food safety, environmental concern, and the promotion. Respondents recommend the environment-friendly agricultural product when they believe that the environment-friendly agricultural product had the values of taste, environmental concern, and promotion. Women are more active in buying and recommending the environment-friendly agricultural product; however, the price was not the statistically meaning factor. This study provides empirical data that was used for marketing and increasing the sales of the environment-friendly agricultural product. Future research was advised to examine more thoroughly on the relationships between the promotion efforts and purchase intention and the occasions when the price becomes the issue in the buying decision of the environment-friendly agricultural product.
Keywords
purchase of environment-friendly agricultural product; survey methods; environment-friendly agricultural product promotion; environment-friendly consumption;
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