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http://dx.doi.org/10.7318/KJFC/2014.29.6.557

A Comparison Between Consumers' Perceptions of Korean and US Quality Certification Marks for Agricultural Products  

Park, Misun (Department of Tourism Management, Gachon University)
Lee, BumJun (Department of Hotel and Foodservice Management, Yonsei University)
Ham, Sunny (Department of Tourism Management, Gachon University)
Lee, Hanju (Department of Economics, Gachon University)
Publication Information
Journal of the Korean Society of Food Culture / v.29, no.6, 2014 , pp. 557-566 More about this Journal
Abstract
The purpose of the study is to determine how consumers perceive certification marks for agricultural products. The study examined three agricultural product certifications, such as the certification of environment-friendly agricultural products, Good Agricultural Procuts (GAP) certification mark, and United States Department of Agriculture (USDA) certification mark. A survey was utilized for data collection from adults over the age of 19 in November, 2013. A total of 390 questionnaires were distributed, and 300 of those were obtained for an analysis of the study. The results were as follows. First, consumers' awareness of, image of, and credibility on the agricultural products with the certification marks were not significantly different among the three certification marks except consumers' awareness. Second, consumers' purchase intentions for and willingness to pay for the agricultural products with the certification marks were not significantly different among the three certification marks. Third, these variables were not significantly different between buying group and non-buying group except consumers' awareness. Lastly, buying group and non-buying group were significantly different only in gender and marital status. The findings offer implications to the food and food service industry regarding consumers' purchase of certified agricultural products. Further, the study enforces the roles of food industry for environment.
Keywords
Agricultural products certification; environment-friendly agricultural products certification marks; GAP; USDA; food service;
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Times Cited By KSCI : 4  (Citation Analysis)
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