• 한국유기농업학회지
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• 제21권2호
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• pp.139-155
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• 2013

The purpose of this study is to analyze the effects of abolishing the low-pesticide agricultural product certification on environmentally friendly farming. A survey was conducted to quantitatively analyze farming practices and factors that change farming practice. It was found that only 17.0% of low-pesticide fruit farmers said that they will change their farming practice into organic or pesticide-free farming. With regard to the factors of farming practice change, binomial logistic regression model was applied for the analysis. In the analysis, it was found that farmers who grow the low-pesticide agricultural product are more likely to change their farming practice into organic or pesticide-free farming, as their expected price of organic or pesticide-free products is high, their area size is small, price premium of low-pesticide agricultural product is low, the frequency of their training is high. It is necessary to enhance the direct payment system to enlarge organic and nonpesticide acreage, and pest management techniques for fruits should be developed for low-pesticide fruit farmers to change their practice into organic and nonpesticide practice. Dissemination of cultivation manual, introduction of insurance to farmers, improvement of certificate system, and advertising and marketing of environment-friendly agricultural products are useful to develop environment-friendly agriculture.

• 한국유기농업학회지
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• 제29권3호
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• pp.333-358
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• 2021

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.

• 유통과학연구
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• 제11권12호
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• pp.71-81
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• 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.

• 농촌지도와개발
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• 제14권1호
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• pp.117-147
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• 2007

The main goal of this study is to survey the actual condition of farm household adopt traceability of agricultural products and the consumers' recognition of the traceability. Thirty six farm household adopted traceability of agricultural products and one hundred twenty three consumers were surveyed for this study. A total of the cultivated area of surveyed farm household was 39.6ha－owned land(21.2ha) and Rented land(18.4ha)－and the cultivated area of crops with the traceability of agricultural product was 15.7ha, consisting of 39.6% of the whole cultivated area. 22.2% of agricultural traceability products was cultivated bychemical method and 77.8% of the them by environment－friendly agricultural methods－organic cultivation accounts for 2.8%, no－chemicals cultivation 47.2% and low－chemicals cultivation 27.8%. As a result of the consumer survey, 75.6% of respondents recognized agricultural product traceability and only 29.0% of them had experience to purchase traceability products. But 61.0% of surveyed people had intention to purchase traceability products in the future. It was found that consumers wanted to know about production traceability information of farm products in order to identify quality certification including environment－friendly certification, product quality such as taste, weight, grade, and the use of insecticides and fertilizers regarding use frequency and kinds of chemicals.

• 동아시아경상학회지
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• 제8권1호
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• pp.1-19
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• 2020

Purpose - This study is to classify quality characteristics of online environment-friendly agricultural products shopping malls into 6 categories and to empirically test their relationship with customer trust, perceived manageability, perceived utility and purchase intention. Research design, data, and methodology - This study targeted adults who have purchased ecofriendly agricultural production online malls for 4 weeks from September 3 to September 30, 2019. The survey type used was a structuralized self-report survey questionnaire made to meet the research purpose in 2019 as the time range. Out of 800 questionnaires, 500 copies are used after excluding surveys with insincere responses. Results - First, results to hypothesis 1, which was about independent variables and customer trust. Analysis showed that health, familiarity, platform reputation, reviews and product quality were found to have significant effect on customer trust; the hypothesis was adopted. On the other hand, system security did not affect customer trust significantly; it was rejected. Second, customer trust was shown to have significant effect on perceived manageability and perceived utility, so the hypothesis was adopted. Third, the hypothesis that perceived manageability moves onto perceived utility was adopted. Moreover, the hypothesis that perceived manageability moves onto purchase intention and the hypothesis that perceived utility moves onto purchase intention were adopted as well. Conclusions - Furthermore, the results of the study imply that it's imperative for online environment-friendly agricultural products shopping malls to consider their characteristics as the means to increase purchase intention of customers.

• 한국식생활문화학회지
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• 제23권6호
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• pp.737-747
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• 2008

This study was conducted to investigate the perception and understanding parents had regarding environment friendly agricultural products being used for school foodservice. A trained practitioner surveyed 221 parents of children at elementary schools in Daejeon using a questionnaire, after which the resulting data were analyzed by a Chi-square test. Overall, the parent's responses regarding the foodservice were positive. However, most of the parents do not participate (65%) in the school foodservice if they work, and those that do participate primarily work as meal service aides (58.1%). Parents indicated that the work of urgent field of inspection on food materials (69.9%), and the reason of an agreement (98.2%) for them were the students' health (68.4%). In addition, most parents were positive about the possibility of replacing foods used in the school with environment friendly products (51.6%) and felt that the government should pay the additional expense associated with their replacement. Furthermore, the majority of the parent's surveyed felt that children should be supplied with vegetables (54.9%) purchased directly from farms. The parents' satisfaction with the meal service (25.1%) was lower than that of the students (54.1%). The reason for the satisfaction reported by the parents was concern regarding the health of their children (53.3%). In addition, the majority of the parents (47.3%) responded that environment friendly agricultural products differ from general agricultural products because insecticides and fertilizer were not used. The main objection parents had to using environment friendly products was their cost (59.1%), and most parents felt that a realistic solution to this problem was unified purchase (41.4%). Besides, a problem when replacing with them was the expensive price (38.1%) and true or false (37.7%), and the students' satisfaction (59.5%) was selected the most in an effect of using them, diversity of the product (39.1%) and price reduction (32.6%) for a solution of the increase of using them.

• 한국산학기술학회논문지
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• 제17권10호
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• pp.39-45
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• 2016

본 연구는 친환경 농업부문 직불금의 지원이 농업부문 거시경제 지표에 어떠한 영향을 미쳤는지를 검토하기 위해 시행되었다. 이를 위해 농업부문을 일반농업과 친환경농업 부분으로 구분한 AGE(applied general equilibrium)모형을 이용하였다. 분석은 먼저 직불금 지원의 경제적 영향을 측정하기 위해 직불금 지급 이전의 상황을 기준으로 직불금이 지급된 몇 가지 상황을 시나리오로 설정하여 분석하였다. 즉 기준전망(baseline)은 직불금 지급 이전 상황, 시나리오 1은 직불금이 실제 수준으로 지급된 상황, 시나리오 2는 실제 직불금 보다 5% 추가 지원한 상황, 시나리오 3는 실제 직불금 보다 10% 추가 지원한 상황, 시나리오 4는 실제 수준 보다 15% 추가 지원한 상황, 시나리오 5는 실제 수준 보다 20% 추가 지원한 상황으로 설정하였다. 기준전망 및 시나리오에 대한 시뮬레이션 분석결과, 친환경 농업부문에 직불금의 투입으로 친환경 농업부문에 대한 고정자본 형성, 생산량, 노동생산성이 증대되었고, 이에 따른 노동력 대체효과로 친환경 농업부문 취업자는 다소 감소한 것으로 나타났다. 또한 친환경 농산물 가격은 직불금 투입 전후 큰 차이를 보이지 않은 것으로 분석되었는데 이는 공급 및 수요에 대한 가격탄력성이 비탄력적이고, 분석기간 동안 소비자들의 소득에 큰 변화가 없었기 때문에 나타난 현상으로 파악된다. 그러나 보다 더 정교한 분석을 위해 친환경 직불금의 투입에 따른 고정자본의 형성과 노동력의 대체 수준, 친환경 농업 및 농산물 관련 통계 자료의 보완에 따른 모형의 개선 등에 대해 향후 추가적인 연구가 이루어질 필요가 있다.

• 한국유기농업학회지
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• 제12권3호
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• pp.317-331
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• 2004

Foci of this thesis arc an estimation of willingness to pay and an establishment of green marketing strategics for environment-friendly agricultural products(EFAR). Estimations of willingness to pay for grain, vegetables, fruit and processed food-stuffs arc respectively 20.6%, 20.2%, 19.3% and 17.2% higher than agricultural products produced by conventional farming method. And a green mark6ting mix for EFAP is as follows; Erst, a product strategy focuses on producing safe and high-quality foods by environment-friendly agriculture(EFA) to point to consumer’s health and desire for environmental preservation. Second, in a price strategy, the balance of three factors should be kept, namely the environmental value the true quality as food materials and the price of EFAP. Third, a place strategy is to reduce waste matters, resource and energy uses in marketing chain, and to simplify marketing channels. Also, it is necessary to choose the marketing channel for price discrimination. Fourth, a promotion strategy make use of programs that emphasize the multi-function of EFA.

• 한국유기농업학회지
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• 제30권2호
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• pp.207-230
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• 2022

A survey on the understanding of environment-friendly certification system was conducted for certified operators. The survey included the necessity of certification system, difficulties in producing certified products, and general evaluation of the current certification system. Certified operators were generally satisfied with the certification system in terms of the certification standards, the public subsidy programs, and the farm management costs. Individuals with parallel production farms were relatively less satisfied than the group with full-time organic farmers. Analysis using the ranking probit model indicated that the longer the certification experience, the more highly aware the need for the certification system was. Our results indicated that policy strategies are needed to enlarge the marketability of environment-friendly agricultural products since economic factors of organic products were the most important factor for maintaining and expanding certification in overseas as well as in Korea. It seems to be necessary to implement economic triggers for certified operators to continue their certification programs by promoting the transition period certification for individual farms in parallel with conventional agriculture. Analysis of the variables correlated with the expansion of environment-friendly agriculture by the logit model implied that certified operators with the younger age and higher annual incomes were more likely to expand environment-friendly agriculture. Therefore, it might also be important to provide financial support and incentives for new entry farmers to participate in environment-friendly agriculture and establish a system to share the know-how of successful certified organic farmers.

• 농촌계획
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• 제28권4호
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• pp.83-91
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• 2022

The goal of this study is to promote the spread of environmentally friendly agricultural products, which have been receiving a lot of attention lately, as a way to improve food safety and quality. As a result of the increased labor input, increased production costs, and an aging population, environmentally friendly agriculture is making it more difficult for farmers to expand their enterprises. In the meantime, consumers find it difficult to spread eco-friendly agricultural products due to their high expectations for safety and quality, as well as the desire to purchase products at a reasonable price. Previous studies have revealed differences in perceptions between eco-friendly agricultural producers and consumers. In light of this, this study divided consumers based on their characteristics (such as age, purchase history, health concerns, etc.), and different policies were proposed in order to increase purchasing factors for each group based on their characteristics. In order to gather information for this study, general citizens were asked about their perceptions of eco-friendly agricultural products, future purchase intentions and awareness, reliability, necessity, purpose, and information sources. A two-step clustering analysis was conducted using nominal and continuous variables simultaneously. The paper presents the three derived group differences (senior organic interest group, middle-aged organic interest group, and indifferent young organics) as well as group differences for the purchasing/non-purchasing factor analysis and policy improvement for each group. An eco-friendly agricultural product distribution proposal was made at the end of this article.