An analysis on the purchase behavior of environment-friendly fruits: grape and mandarin

친환경 과일의 구입 행위 분석: 포도와 감귤을 대상으로

Kim, Sounghun;Sohn, Chang-Soo;Lee, Ki-Young

  • Received : 2015.11.11
  • Accepted : 2015.12.14
  • Published : 2015.12.31


Even though many Korean consumers have bought environment-friendly fruits, including grapes and mandarins, farmers and suppliers still have little information about how they make a decision for the actual purchase in the real markets. Without the suitable information of purchase behavior of environment-friendly fruits, farmers and suppliers cannot set up the efficient marketing strategy which can create the better agricultural products for Korean consumers. The purpose of this paper is to analyze the consumers' purchase behavior of environment-friendly fruits in Korea. Especially, this study was focused on the grapes and mandarins, through the survey research and the frequency analysis. The results of study in this paper present a few findings useful as follows: First, Korean consumers have the strong concern of environment-friendly agricultural products, including fruits. Second, consumers usually buy environment-friendly fruits by two times per month. Third, consumers generally concern taste, freshness, and food-safety, when they buy environment-friendly grape or mandarin.


Purchase behavior;Environment-friendly fruits;Grape;Mandarin


  1. Kim CG, Kim TY, Seo SC. 2005. Analysis of consumer preferences and purchasing behaviors towards environmentally friendly agricultural products. Korea Rural Economic Institute. [in Korea]
  2. Kim CG, Lee YS, Lee SG. 2008. Consumers' attitudes and marketing strategies for environmentally friendly agricultural products. Korea Rural Economic Institute. [in Korea]
  3. Kim CG, Jeong HK, Moon DH. 2012. Production and consumption status and market prospects for Environment-friendly agri-foods. Korea Rural Economic Institute. [in Korea]
  4. Sin CR and Kim JS. 2008. A survey on the consumer's pruchasing pattern for environmental-friendly agricultural products. Journal of Agriculture and Life Science 42(1):pp.77-91. [in Korea]


Grant : 친환경 농식품의 관능과 이화학적 품질지표 개발 및 계량화 기술 개발연구

Supported by : 농림축산식품부