Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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A Comparison Between Consumers' Perceptions of Korean and US Quality Certification Marks for Agricultural Products

국내외 농산물 인증마크에 대한 소비자 인식의 비교

  • Park, Misun (Department of Tourism Management, Gachon University) ;
  • Lee, BumJun (Department of Hotel and Foodservice Management, Yonsei University) ;
  • Ham, Sunny (Department of Tourism Management, Gachon University) ;
  • Lee, Hanju (Department of Economics, Gachon University)
  • 박미선 (가천대학교 관광경영학과) ;
  • 이범준 (연세대학교 생활환경대학원 호텔외식경영전공) ;
  • 함선옥 (가천대학교 관광경영학과) ;
  • 이한주 (가천대학교 경제학과)
  • Received : 2014.06.28
  • Accepted : 2014.12.15
  • Published : 2014.12.31
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Abstract

The purpose of the study is to determine how consumers perceive certification marks for agricultural products. The study examined three agricultural product certifications, such as the certification of environment-friendly agricultural products, Good Agricultural Procuts (GAP) certification mark, and United States Department of Agriculture (USDA) certification mark. A survey was utilized for data collection from adults over the age of 19 in November, 2013. A total of 390 questionnaires were distributed, and 300 of those were obtained for an analysis of the study. The results were as follows. First, consumers' awareness of, image of, and credibility on the agricultural products with the certification marks were not significantly different among the three certification marks except consumers' awareness. Second, consumers' purchase intentions for and willingness to pay for the agricultural products with the certification marks were not significantly different among the three certification marks. Third, these variables were not significantly different between buying group and non-buying group except consumers' awareness. Lastly, buying group and non-buying group were significantly different only in gender and marital status. The findings offer implications to the food and food service industry regarding consumers' purchase of certified agricultural products. Further, the study enforces the roles of food industry for environment.

Keywords

References

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