• Journal of Korean Society of Rural Planning
• /
• v.27 no.1
• /
• pp.95-102
• /
• 2021

This study analyzed the effect of the farm's sense of community on participation satisfaction by participating in the contract cultivation of onions. To this end, we investigated the participation satisfaction with the sense of community's emotional connection, fulfillment of need, membership, and influence. According to the analysis of the sense of community of onion farmers, the definition of need, membership, and influenced participation satisfaction and were statistically significant. It was also shown to affect sense of community in the order of membership, Influence, fulfillment of need, and emotional connection. Therefore, it is necessary to form a continuous relationship with the leader and Nonghyup, to lead to improved farm income, induce pride as a member of participating farmers, and form a positive perception among onion farmers.

• Journal of Distribution Science
• /
• v.11 no.12
• /
• pp.71-81
• /
• 2013

Purpose - This study investigated the effects of consumers' selection criteria for environment-friendly agricultural products on purchase intention and the effects of consumers' attitudes and the reliability of environment-friendly agricultural products on purchase intention by using the theory of planned behavior. Subjective norms of variables of behavioral intention, attitudes toward behavior and control of the behavior were used to create selection criteria, consumers' attitudes and reliability of environment-friendly agricultural products. The study investigated the effects of consumers' selection criteria, attitudes, and reliability of environment-friendly agricultural products on purchase intention constructing models and hypotheses of mediation and moderation between selection criteria for agricultural products and purchase intention by consumers' attitudes and reliability. Research design, data, and methodology - The findings were as follows: first, consumers' selection criteria for environment-friendly agricultural products had a significantly affirmative influence upon purchase intention. Health was the most important factor of selection criteria convenience was more important than quality and familiarity was next. Consumers' attitudes and trust had a significant influence on purchase intention. Second, testing showed that consumers' attitude and trust partially mediated selection criteria: sub-factors and purchase intention were important in selection criteria. Third, testing showed that consumers' attitude and trust had a significant moderation effect between selection criteria and purchase intention. In the test of the moderation effect between sub-factors of selection criteria and purchase intention, consumers' attitude had a significantly positive influence upon health, convenience, and familiarity, and had no significant influence upon quality and purchase intention. Consumers' trust had no significant influence upon health, convenience, and quality. Results - The study provided several theoretical implications: first, an empirical analysis was undertaken with selection criteria for environmental-friendly agricultural products, consumers' attitude, and trust to investigate subjective norms, attitude toward behavior and control of behavior based on the theory of planned behavior. Second, this study investigated both the mediation effect and moderation effect of consumers' subjective norms on attitudes toward behavior, the mediating effects of perceived behavior control and changes of behavioral intention depending upon size and direction of the variables. This study also provided several practical implications. Conclusions - First, consumption of environment-friendly agricultural products did not increase despite rapid increase of production therefore, promotion of consumption and distribution was needed considering the supply and demand of the products. Second, definite standards for selection criteria were suggested to build up consumers' attitude and trust. Consumers' attitude could be improved by factors including the brand of environment-friendly agricultural products, consistent quality, solving physiological problems caused by adverse effects of environmental problems, supplementary approaches, treatment of adverse effects by eating food, and the development and supply of products in accordance with changes of lifestyle. Finally, consumers' demand for sub-factors of selection criteria could be much higher than health, convenience, and quality of the products. Therefore, a process was needed that could continuously check consumers' needs for the products. Limitations were described at the end of the study.

• Korean Journal of Organic Agriculture
• /
• v.7 no.2
• /
• pp.1-16
• /
• 1999

In this study, questionnaire were made to environment-friendly producers of apples regarding farm management methods in low-input production method. utilizing organic materials, production and marketing of apples with lower agricultural chemical residues. Besides, five apples farms were visited to find out their management situation by employing the low-input production method in order to protect the environment as well as consumer's health. Those five low-input apple farms were scattered in Kyungbuk, Chungnam, and Chonnam Provinces, There were not many low-input apple farms across the nation from the beginning and, as a result, increasing the sample size was basically very difficult. Most of these farms were using 140hrs of labor per 10a, of which 30hrs in pre-season management, 25hrs in plowing and weed control, 15hrs in disease and pest control, 20hrs in harvest and marketing and 50hrs in miscellaneous activities. Relatively, pest control takes much time in that they would spray pesticides 7-10 times a season to control the apple disease, 9 times on the average. The average gross revenue of low-input apple farms was about \2,000,000/10a, and their average yield was 2,000kg/10a, which are 25% and 13% lower, respectively, than the ordinary apple production case. This means the low-input farmers are inefficient in marketing their products. On the other hand, their production costs were 20.4% higher than the ordinary apple farms on the average. Since the imported foreign fruits including apples must use various agricultural chemicals on their way to the export markets, the domestic low-input apples have competitive edge over them in therms of food safety. In order to improve the low-input apple industry, active cooperation is needed among the producers, government and researchers more than ever. Among other things, production cost reduction and quality improvement with lower chemical residues are part of the urgent matters to be done.

• Journal of Mushroom
• /
• v.17 no.4
• /
• pp.255-260
• /
• 2019

The purpose of this study was to identify sector-wise issues that need to be improved for the overall development of the mushroom industry and to prioritize these tasks based on an analysis of the current state of this industry in Korea. To this end, we classified the domestic mushroom industry into four sectors: production, processing, marketing, and export and distribution, and identified major tasks for the improvement of each of these sectors. A total of eleven issues that could be improved were selected, including three each in the production, marketing, and export and distribution sectors, and two in the processing sector. An analytical hierarchy process (AHP) was utilized to identify the issues in each sector that would need to be handled on a priority basis. A questionnaire-based survey was also conducted to gain relevant insights and suggestions from 32 experts in this industry. The present study is significant because it highlights sector-wise priority areas that could be supported by policies and legal measures for the overall development of the mushroom industry.

• Proceedings of the Plant Resources Society of Korea Conference
• /
• 2021.04a
• /
• pp.48-48
• /
• 2021

This study was carried out to investigating quality and nutritional traits of melon genetic resources. It could provide important baseline data in breeding for increased β-Carotene, cucumisin content thereby increasing the marketability of melon. To this end, we have examined some fruit morphological traits and β-Carotene, cucumisin content of 163 genetic resources. The morphological characters were recorded on the field and inside laboratory and nutritional contents for β-carotene, cucumisin was measured using spectrophotomertic and HPLC methods. Melon fruits have shown a diverse morphological characters. Green and white is dominant for fruit skin color and round and oval-shape is dominant for form in the entire collections. The β-carotene content varied between 0.5 and 233.6mg/kg, 0.7 and 226.5mg/kg, 0.4 and 189.0 mg/kg using UV-Vis and microplated reader instruments, HPLC respectively. The high β-carotene contents were characterized five melon fruit originated from South Africa, Uzbekistan, Albania, France. The cucumisin content varied between 0.3 and 33.5 unit/mg, 0.29 and 32.1unit/mg using UV-Vis and microplated reader instruments, respectively.

• Journal of Agricultural Extension & Community Development
• /
• v.14 no.1
• /
• pp.197-230
• /
• 2007

The objectives of this study were to identify the cause of consumers for purchasing foods from various distribution channels, and to compare with characteristics of consumers by each distribution channel. The distribution channels as the basis of comparison were four types namely, the consumer cooperatives / environment－friendly specialized stores, large retail discount stores, direct marketing and parents / relatives. The researcher developed a questionnaires, and a total of 190 questionnaires were collected and 186 of them were analyzed. The data were analyzed utilizing the SPSS－WIN 12.0K program and major statistical technique were mean, percentage, t－test, Chi－square test, ANOVA. There were differences in the quality perception, demographical characteristics, relationship with rural communities and personal experiences of the consumers according to the distribution channels.

• Agribusiness and Information Management
• /
• v.5 no.2
• /
• pp.27-37
• /
• 2013

Referral marketing plays an important role in promoting new products. When it comes to innovative agricultural products, early adopter's review or recommendation has a more critical impact on follower's purchase decision making. Hence, understanding of consumer's characteristics and needs play more important role in success of innovation. More particularly, other researchers pay attention to the role of consumer innovativeness. This study attempts to fill this gap in knowledge between innovative propensity of consumer and her/his intention to generate positive word of mouth about new agricultural products. Furthermore, in this paper, we adopt Vandecasteele and Geunes' motivated consumer innovativeness model to investigate consumer innovativeness in extrinsic motive and intrinsic motive level, and examine the moderating role of referral efficacy. For empirical verification, survey method is used for data collection. Partial least square (PLS) is adopted to analyze the data. Finally, several theoretical contributions and practical implications are discussed.

• Agribusiness and Information Management
• /
• v.2 no.1
• /
• pp.31-73
• /
• 2010

On-line shopping mall has become a powerful marketing tool recently. On-line shopping malls provide information for consumers about goods and influence the decision-making process of purchasers. Therefore many local government made on-line shopping malls for advertising agricultural production in the region. However, in the face of problems related with effectiveness on shopping mall management, most of on-line shopping malls has been managing by private sector actually. This study aims to propose the plans for development of the on-line shopping malls. For this purpose, this study investigated current management status of the shopping malls and conducted case study on-line shopping malls.

• Journal of Korean Society for Atmospheric Environment
• /
• v.17 no.E4
• /
• pp.163-168
• /
• 2001

Estimating the emission rate of VOCs from a gasoline industry at national level can be a challenging take even though the estimation is mean-based. However, using the procedures in the US EPA AP-42 guidelines, it is possible to approximate the mean industry emission rate once enough data are available. However, this estimate can be misled in the sense that there exist many stochastic factors in the EPA\\`s estimation procedures and also throughout the marketing channels of gasoline industry. Addressing the stochasticity problem in EPA\\`s procedure is hard to tackle because the detailed data needed to execute the estimation are not usually available even from refiners. Instead, this research tries to stay focused on the second type of stochasticity issue, raised from the mean0based metrological and marketing practice data collected from the 4 major refiners. To do so emission raters from each marketing channels (8 marketing points by 3 transportation types and by storage facilities of 4 refiners) are estimated monthly, following AP-42 procedures and using Tank 4.0. Once these estimates are acquired, the distribution of VOC emission rate for each marketing channel of all 4 refiners is estimated through simulation method using @Risk. The mean-based emission rates are weighted by company quantities to estimate the emission rate from the whole gasoline industry. Simple economic implication is provided, based on the result. This study found that, on the mean-bases, about 0.66% of gasoline marketed are evaporated into air. Considering the stochasticity in the estimation, about 90% of simulation results fell into the range of 0.65 to 0.68%. For 90% chance, the estimated economic loss is $54.65 million to $57.17 million, not counting the cost caused by air quality degradation and associated health impact.

• Journal of the Korean Society of Food Culture
• /
• v.26 no.4
• /
• pp.314-322
• /
• 2011

The purpose of this study was to examine the structural relationships among the benefit sought, satisfaction, and loyalty of green tea consumers, including the moderating effect of age. Data were collected from 658 residents of Seoul and Gyeonggi-do Province who were 20-years-old and older and who had purchased green tea. The SPSS 15.0 and LISREL 8.80 statistical package were used for the analysis, and frequency, reliability, an exploratory factor analysis, a confirmatory factor analysis, and a path analysis were conducted. The results showed that the health benefit and enjoyment among benefit sought had a positive effect on satisfaction. Satisfaction of green tea consumers had a positive effect on loyalty. The analysis indicated that age moderated the relationship among benefit sought, satisfaction, and loyalty. The results could enable green tea marketers to develop marketing techniques that could expand green tea consumption.