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http://dx.doi.org/10.11625/KJOA.2021.29.3.333

A Study on Consumers' Purchasing Behavior and Perception of the Low-carbon Certificated Agricultural Products  

Lee, Choon-Soo (순천대학교 농업경제학과)
Yang, Hun-Min (흥양영농조합법인)
Publication Information
Korean Journal of Organic Agriculture / v.29, no.3, 2021 , pp. 333-358 More about this Journal
Abstract
This study investigates consumers' purchasing behavior and perception of the low-carbon certificated agricultural product. To this end, we surveyed 1,000 consumers and the main findings are as follows. First, Even after six years of national certification, it is important to promote the low-carbon certification system due to insufficient awareness and purchase experience. Second, the certificated area is small at around 5% of the area of environment-friendly agricultural products and GAP certification, and certification is concentrated on fruit trees. Third, an appropriate level of high-priced strategy can be useful considering the cost of low-carbon certification, image management of low-carbon certificated agricultural products, and quality is the most important factor for consumers to consider when purchasing fresh agricultural products. Fourth, consumers recognized that the contribution of low carbon certification in reducing greenhouse gas emissions and preserving the environment was higher than that of environment-friendly agricultural products or GAP certification. Considering that, promotional activities linked to environment-friendly agricultural products and GAP certification may be effective when promoting low-carbon certification. Finally, the Ministry of Agriculture, Food and Rural Affairs is implementing a carbon point system linked to Green Card to revitalize low carbon certification, but 25.7% of consumers are aware of it, and 8.4% have little experience in issuing it.
Keywords
climate change; environment-friendly agricultural products; GAP; green card; low-carbon agriculture certification system;
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