Analysis on the Characteyistics of Consumer′s Consumption Types of Environmently Friendly Agricultural Products

친환경 농산물 소비자의 소비행태에 관한 특성분석

  • Bae Sung Eui (Dept. of Community Development, Konaiu Nat′l Univ) ;
  • Yoon Jun Sang (Dept. of Community Development, Konaiu Nat′l Univ) ;
  • Lee Jong Sang (Dept. of Community Development, Konaiu Nat′l Univ) ;
  • Kim Chang Ho (Dept. of Plant Resource, KonEiu Nat′l Univ) ;
  • Yoon Gil Sun (Hongsung Agriculture Technology Center)
  • 배성의 (공주대학교 지역사회개발학과) ;
  • 윤준상 (공주대학교 지역사회개발학과) ;
  • 이종상 (공주대학교 지역사회개발학과) ;
  • 김창호 (공주대학교 식물자원학과) ;
  • 윤길선 (홍성군농업기술센타)
  • Published : 2004.12.01

Abstract

The purpose of this study is to present a plan to activate the production and consumption of environmently friendly agricultural products through an analysis on the understanding degree, the level and inclination of consumption, the satisfaction degree of consumption, and the comprehension degree of production and circulation process of the environmently friendly agricultural products. 1 reviewed the literature and did survey In this study. The results are as follows : (1) As a result of an analysis on the understanding degree of the environmently friendly agricultural products, it is shown to get 6.37 points out of 10 and also, there is a difference between age, educational background, and income level. (2) In the case of research on the method to distinguish the environmently friendly agricultural products from others, it is proved that consumers have a strong faith on quality guarantee marks and there is a difference between gender, income level, and consumption period. (3) It is also shown that consumers purchase environmently friendly agricultural products for the family member's health in the survey on the motivation for purchasing them. And also, there is a difference between men and women. (4) The result of the survey on the consumption scale of the environmently friendly agricultural products shows that 94 people(60.3%) spend more than 50% of their gloss foodstuffs cost purchasing them and 20 people(12.8%) spend 30-50%. (5) In the survey on the amount and the frequency of the purchasing items of the envirounently friendly agricultural products, respondents count livestock products mostly in amount while point out main cereals and a kinds of soy and pastes in frequency. (6) Consumers ask that the price of environmently friendly agricultural products is a little expensive or reasonable and there is no differences between individual groups. (7) In the case of the purchase of foreign environmently friendly agricultural products, there are more people who want to purchase domestic ones than those who want foreign ones. Therefore, it is shown that environmently friendly agricultural products have a counterpower after the market-open to import. (8) As a result of the analysis on the quality of environmently friendly agricultural products, it is proved that they have better quality than general agricultural products and also, it is found out that women feel larger differences than men in quality. (9) In the analysis on the satisfaction degree of the environmently friendly agricultural products, it is proved that respondents trust the safety and nutrition of them whereas they are not satisfied with the external shape of them. (10) It is analyzed that tile conversion of consumer's consciousness is the most critical factor for development of environmently friendly agriculture. (11) The factors to activate the consumption of environmently friendly agricultural products are proved in order of the enlargement of direct transaction, the conversion of consumer's consciousness, the easiness of purchase, activating consumers'unions, and publicity.

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