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A study on the purchase behavior of Chinese consumers about environment-friendly agricultural products

  • 투고 : 2016.07.12
  • 심사 : 2016.09.20
  • 발행 : 2016.09.30

초록

In Korea, the market size for environment-friendly agricultural products has reached a plateau, even though many Korean consumers still show a high level of preference for environment-friendly agricultural products. In order to solve this problem, some Korean farmers and marketers are starting to try to export their products to many countries, including China. China, in particular, is becoming one of the fastest rising market for Korean environment-friendly agricultural products, after the signing of the Free Trade Agreement with China. However, little research has been done or reported about the purchase behaviors of Chinese consumers. The purpose of this paper is to analyze the environment-friendly agricultural product purchase behavior (especially, mandarin orange and muskmelon) of consumers in the Chinese market and to present some useful implications for Korean farmers and marketers. Through survey in China (especially, Beijing and Shanghai) and frequency analysis, this study made the following findings: first, Chinese consumers show a very strong concern for environment-friendly agricultural products. Second, many Chinese consumers usually buy environment-friendly agricultural products more than two times per month. Third, Chinese consumers give more value to freshness and food-safety than taste when they make decisions on buying environment-friendly mandarin orange and muskmelon. These can have some implications for the exportation of environment-friendly agricultural products.

키워드

참고문헌

  1. Kim CG, Jeong HK, Moon DH. 2012. Production and consumption status and market prospects for Environment-friendly agri-foods. Korea Rural Economic Institute. [in Korean]
  2. Kim SH, Ryu IH, Lee KY. 2016. Study about the determinant factors of consumers about environment-friendly vegetables: focusing on carrot and oriental melon. Korean Journal of Organic Agriculture 24:149-168. [in Korean] https://doi.org/10.11625/KJOA.2016.24.2.149
  3. Shin CR, Kim JS. 2008. A survey on the consumer's purchasing pattern for environmental-friendly agricultural products. Journal of Agriculture and Life Science 42:77-91. [in Korean]
  4. Sohn CS, Ko JJ, Kim SH. 2013a. Consumer analysis for Korean agro-food in China. CNU Journal of Agricultural Science 40:417-423. [in Korean]
  5. Sohn CS, Ko JJ, Kim SH. 2013b. The marketing strategy through the analysis on consumers' behavior about Korean food in China. Journal of Rural Development 36:67-95. [in Korean]

피인용 문헌

  1. Effect of the quality of gochujang on purchasing and recommendation intentions vol.44, pp.2, 2016, https://doi.org/10.7744/kjoas.20170028
  2. Evaluation of consumer preferences for general food values in Korea: best-worst scaling approach vol.45, pp.3, 2016, https://doi.org/10.7744/kjoas.20180037
  3. Analysis of factors influencing the deal proneness of consumers for processed foods vol.45, pp.3, 2016, https://doi.org/10.7744/kjoas.20180052
  4. Korean country-specific-advantage factors on Chinese consumer's buying intention of Korean rice: focus on the Shanghai area vol.46, pp.4, 2019, https://doi.org/10.7744/kjoas.20190074