한국유기농업학회지 (Korean Journal of Organic Agriculture)

  • 제32권1호
  • /
  • Pages.1-24
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  • 2024
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  • 1229-3571(pISSN)
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  • 2287-819X(eISSN)
한국유기농업학회 (Korean Association of Organic Agriculture)
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천마제품의 소비자 구매의향 분석 연구 - 한·중 소비자 비교

Analysis of Consumer Purchase Intention for Gastrodia Elata Products

  • 투고 : 2023.10.17
  • 심사 : 2024.01.18
  • 발행 : 2024.02.29
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초록

Considering the continuous growth in the production and consumption of Gastrodia elata, it's crucial to accurately understand the consumer demand for Gastrodia elata products and develop health products tailored to consumer preferences. In this study, we surveyed 400 consumers each from South Korea and China to gauge their perceptions and buying intentions concerning Gastrodia elata products. The results revealed that Korean consumers predominantly evaluate Gastrodia elata products based on health consciousness, whereas Chinese consumers emphasize the product's external characteristics. In Korea, Gastrodia elata products are mainly promoted for their health benefits and are primarily consumed in ingestible forms. In contrast, in China, Gastrodia elata is frequently used as a culinary ingredient. These findings underscore that consumer perceptions and buying intentions can differ depending on how a product is advertised and presented. Future studies should take into account the evolving international Gastrodia elata market and the surging demand, incorporating diverse countries and cities. It will also be imperative to maintain ongoing monitoring, drawing insights from the industrial growth drive model.

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