유기농산물 생산자 조직의 유통활동과 소비확대 방향

Marketing Activities of Producers' Organization and Direction of Consumption Increase on Organic Farming Products

This study analyzed marketing activities of producers' organization on organic farming products(O.F.Ps), and was inquired into direction of consumption increase by it. As a result, in order to raise marketing efficiency and to increase consumption of O.F.Ps, the present questions and issues which are to be solved is as follows: Consumer's confidence for O.F.Ps should be obtained broadly and formally. Particulary, the use of brand such as 'no pollution' or ' no pesticides' should be forbidden without institutional certification. Thus cosumers should be able to distinguish O.F.Ps from general farming products(G.F.Ps) by the brand. Also physical marketing is inefficient since many items are marketed in small amount, and marketing cost is spendedtoo much relatively. Physical marketing center to cut down this expenses should be constructed under government support largely. And the consumers' price of O.F.Ps tends to be fixed all the year round. Owing to this feature, the consumers' price of G.F.Ps have severely influece upon at once demand and supply of O.F.Ps. The associations of consumer and producer should allow O.F.Ps price to fluctuate in proportion to G.F.Ps price. Besides, both should vary marketing patterns. Finally, government should help both associations legally and institutionally to improve all economic activities.