• Korean Journal of Community Nutrition
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• v.16 no.3
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• pp.386-397
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• 2011

This study was to investigate the housewives' purchase behaviors on the environment-friendly agricultural products (EFAP) by survey in Daejeon area housewives. 390 questionnaires were used and analysed. Most of the subjects were female (92.6%) distributed evenly in their 40's (55.4%), and graduated from high school (43.6%) or college (36.4%). Subjects' occupation was most housewives (64.1%) and 77.4% of the subjects had monthly family income of 2 million won or more. 76.9% of the subjects had purchased EFAP already. The reason of purchasing EFAP was mainly "good for health" (80.3%), and reason for non-purchasing was "high prices" (28%) or "not so trustworthy" (25.6%). The most purchasing frequency was "once a week" (29%). 46.7% of the subjects spent 20% of their agricultural product cost for EFAP and 38.7% of them spent less than 30,000 won per month for EFAP. On checking of EFAP labeling, the housewives scored 3.59 for the validate date, 3.25 for the place of origin, 2.8 for the quality certification mark by 4-point Likert scale. 65.1% of the subject had intention to increase purchasing of EFAP in future. To promote the consumption of EFAP, the improvement factors were price-cutting (47.9%), trust on producers (18.2%) and quality betterment (17.7%). Accordingly, the consumers prefer EFAP for wellbeing health of families; however, they hesitate to buy due to their high price and the low reliability on producers of EFAP. Thus the producers and the related organization of EFAP should contrive proper countermeasures to increase consumer's satisfaction level on their credibility and price of EFAP.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2009.10a
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• pp.1042-1045
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• 2009

The Food is very important in our life, And the agricultural products are one of the most important food materials. For buying it, it's hard for the consumer to trust the agricultural products. That this reason, why they can't easily get the product information about agricultural productions. If you can get it, It is only mark of information about The country of production, They can not get reliable informations such as Producers, productions, residual pesticides, and soil conditions, etc. Accordingly, When consumers buy these agricultural productions, They want to provide reliable information. In this paper, using an RFID(Radio-Frequency IDentification) reader who reads RFID TAG attached to products. Then, Acquired Certification Number sent to a web server. To get the Production informations and Safety Inspection Information. The way that consumers can trust the Agricultural Products. These Traceability systems were implemented.

• The Korean Journal of Food And Nutrition
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• v.29 no.2
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• pp.206-217
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• 2016

This study was conducted to assess the recognition and consumption of health functional food (HFF) of the college students in the Northern Gyeonggi-do area (Republic of Korea). To accomplish this, a survey was conducted to investigate 360 college students (183 males and 177 females) regarding their general characteristics, as well as the recognition, knowledge, considerations, purchases and consumption of HFF. Most male and female students (68.9% and 61.6%, respectively) were unaware of the HFF certification mark, however, more females(58.8%) were aware of the legal HFF definition compared to males (36.6%). The HFF advertising routes for males and females were 'TV radio' (43.2% and 43.5%, respectively) and 'internet smart phones' (19.7% and 27.1%, respectively). The main factor considered for selection and the most serious problem concerning HFF by males and females were 'effectiveness' (36.1% and 43.6%, respectively) and 'hype (exaggerated advertisement)' (35.0% and 55.9%, respectively). The main purchase route by males and females was 'pharmacy' (35.2% and 27.8%, respectively). The main reason for HFF product purchase by males and females was 'health promotion' (38.8% and 29.4%, respectively) and the main reason for not purchasing an HFF product was 'no health problem'(34.8% and 36.7%, respectively). The percentage of HFF consumption was 46.0% in males and 69.8% in females. The main HFF product consumed by males and females was 'vitamin mineral' (36.9% and 43.5%, respectively). The main reason for HFF consumption by males was 'health promotion' (31.0%) and females was 'recovery from fatigue' (21.8%). The main reason for not consuming HFF by males and females was 'no health problem' (38.4% and 41.5%, respectively). These results suggest the need to provide correct information concerning HFF to college students. Based on these results, greater efforts should be made to provide meaningful information regarding factors affecting purchase and consumption patterns for college students related to the research and development of HFF in the Northern Gyeonggi-do area.

• Korea Trade Review
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• v.41 no.5
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• pp.1-14
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• 2016

Consumers have been increasing their interests in firms' ethicality as well as in the features of the firms' products when they decide to purchase a certain product. Recently, fair trade is considered to be a type of ethical marketing in the business-to-consumer market. In this regard, the effects of fair trade-based marketing on firm performance have become the center of academic and managerial concerns. Despite this importance, few studies have investigated whether fair-trade is a source of competitive advantage or just a cost of doing business. The present research attempts to provide evidence of how fair trade-based marketing influences competitive advantage. Two experimental studies were conducted to explore consumers' purchase intention, which can be a proxy of competitive advantage, in a foreign product-consumption context. Drawing on the stakeholder theory, the first study was performed to examine the effects of fair trade marketing on consumers' purchase intention through a within-subjects design. In addition, building on the signal theory, the second study was executed to test the effects of a fair trade mark on consumers' purchase intention. The findings of the current research reveal that consumers prefer fair trade-based products to others and that when it comes to fair trade-certified products, consumers are more likely to purchase products with that certification than otherwise, even when those products are sold at higher costs than rival products. Interestingly, the results of this research present that there is a significant difference of consumers' purchase intention of a fair trade-based product between two different marketers. This implies that fair trade-based products should be differentially distributed and targeted at a certain type of consumers.

• Journal of Korean Home Economics Education Association
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• v.29 no.4
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• pp.117-131
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• 2017

This study was performed to analyze education contents related to milk in current home economics textbooks of middle school, and to investigate intake status, consumption behaviors, perception and nutritional knowledge of milk and dairy products among 364 middle school students in Gongju for improvement of milk education in home economics subjects and milk intake of adolescents. As a result, education contents of milk and dairy products in home economics textbooks currently applied in middle school were major nutrients, consumption method for balanced diet, and selection and storage of milk and dairy products, thus it tended not to match current food trend. Only 30.5% of subjects met 2 cups of milk a day, the recommended level. The main reason for drinking milk was to 'be taller' and 'to quench thirst' and there was a difference by gender(p<0.01). The rate of not participating in school milk program was 23.1% of total and its satisfaction was moderate. The most popular dairy products by subjects were ice cream, followed by yogurt and cheese, and the choice of milk was focused on 'taste' or 'expiration date'. The rate of knowing certification mark of K-MILK was low at 28.8%, and most subjects knew as 'domestic milk use'. In home economics class, experience-based learning such as cow ranch experience was the most preferred instruction method for milk followed by laboratory practice and lecture, and there was a difference by gender(p<0.001). Perception degree of milk and dairy products was moderate and male subjects were more positively perceived than female subjects(p<0.01). Nutritional knowledge level of milk and dairy products was moderate and female subjects were higher than male subjects(p<0.01). Therefore, education contents of milk and dairy products of home economics textbooks of middle school should be centered on real life in accordance with food trend, and applied student participation-based instruction methods such as experience-based learning. In addition, it is necessary to enhance taste and merchandise of milk and to provide them with preferred milk and dairy products in school milk program for improvement of milk intake of adolescents.