• Korean Journal of Organic Agriculture
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• v.26 no.4
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• pp.559-570
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• 2018

The objective of this study is to investigate the satisfaction and the perception of school food service using environmental-friendly agricultural product of elementary, middle and high school students and parents. We surveyed related to satisfaction of school food service, perception of environmental-friendly agricultural product and perception of school food service using environmental-friendly agricultural product. As a result, the majority of students and parents want to expand the school food service using environmental-friendly agricultural product. Also It was analyzed that the use of environmental-friendly agricultural products would increase school food service satisfaction. In other words, the using environmental-friendly products in school food service experience positive effects thorough school food service, it will give a positive effect on the satisfaction of school food service. As a results of this study contribute to making policy about expansion school food service.

• Journal of Distribution Science
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• v.11 no.1
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• pp.45-53
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• 2013

Purpose - The environment-friendly agricultural product market in Korea sees continual high growth. Recently, the Korean government has been actively fostering environment-friendly agriculture as an engine of future growth. Korean people have increasingly become more health-conscious and interested in food safety issues. Many distribution and retailing companies have responded with various promotional activities. However, most of these are not strategic and appear to have unsatisfactory outcomes. The main purpose of this paper is to suggest effective marketing strategies for environment-friendly agricultural products. To achieve this aim, the study empirically investigates the effects of consumer characteristics and trust on the purchase intention of environment-friendly agricultural products. Research design, data, methodology - Based on the theory of planned behavior, and previous studies related to the purchase intention and consumption of environment-friendly agricultural products, we set up five study hypotheses. These related to the demographic characteristics of consumers, purchase intention, and behavior of the products. We then set up a study model and four study hypotheses relating to health consciousness, environmental consciousness, consumer trust level, purchase intention, and behavior of the products. The data were collected using a questionnaire given to consumers living in Seoul and southern Geonggi Province. The final sample size is 403 and mean age is 44.3. SPSS 15.0 for Windows and Amos 7.0 were used as statistical analysis tools. Meaningful results were derived using frequency analysis, correlation analysis, a t-test, and structural equation modeling. Results - Empirical results of this research are as follows. (1) First, it is shown that consumers consider such attributes as intimacy and health to be important when they buy environment-friendly agricultural products. (2) We also found that consumers recognize the value of environment-friendly agricultural products as high, but their trust level as low. (3) Consumer groups consisting of married couples, with higher education, higher income, and higher age are shown to have a higher intention of buying environment-friendly agricultural products than any other consumer group. (4) It is estimated that the level of consumer trust positively affects the purchase intention of environment-friendly agricultural products. The path coefficient (.138) between consumer trust and purchase intention is statistically significant at the α = .05 level. (5). It is also estimated that environmental consciousness positively affects purchase intention. The path coefficient (.245) between environmental consciousness and purchase intention is statistically significant at the α = 0.05 level. The standardized path coefficients of consumer trust and environmental consciousness with purchase intention are .556 and .288 respectively. Therefore, consumer trust affects purchase intention more than environmental consciousness. (6) Finally, purchase intention is estimated to positively affect purchase behavior. Conclusions - Based upon empirical results, this research suggests that marketers of environment-friendly agricultural products should focus more on increasing consumer trust levels, emphasizing the training and education of employees. The government also should pay attention to a standardized certification system for environment-friendly agricultural products. Marketers of environment-friendly agricultural products should consider the consumer groups of married couples, with higher education, higher income, and higher age as a major target segment.

• Korean Journal of Organic Agriculture
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• v.26 no.4
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• pp.609-618
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• 2018

The objective of this study is to analyze the factors increased use of environmentalfriendly agricultural product in school food service. For this, I surveyed the perceptions on environmental-friendly agricultural product and willingness-to-pay for increasing use to 500 parents of elementary, middle and high school. As a result, the perception of environment and safety is the highest, but health and consumption is the lowest. The average of willingness-to-pay is about 12,136 Won per month. But 14.2 percent of the total respondents said that they did not have a willingness-to-pay, and 62.6 percent said that they would pay an additional 10,000 won or less. The factors affecting the willingness-to-pay were gender, income, health and consumption factors. Despite the low level of parents' perception of the health and consumption factors for environmental-friendly agricultural products, health and consumption factors affect statistically significant on the willingness-to-pay compared to others. Most of the promotion and education of environmental-friendly agricultural products has focused on safety, but this study suggests that education on the health and correct consumption of environmental-friendly agricultural products is important.

• Journal of Korean society of Dental Hygiene
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• v.9 no.4
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• pp.874-884
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• 2009

Objectives : This study was to investigate the level of oral health concern and the purchase behavior of environmental friendly agricultural products and to determine the relationship between oral health concern and the purchase behavior of environmental friendly agricultural products. Methods : The subjects were 99 male(29.7%) and 234 female(70.3%), who were over 20 years with mean age of 39.6 years. The data was collected using personal interviews and a self administrated questionnaire from August 1 to September 30, 2008. Oral health concern was measured using the 7-items, and the purchase behavior of environmental friendly agricultural products was measured using the 7-items. The data were analysed with t-test, one-way ANOVA and multiple logistic regression using the SPSS 15.0 windows. Results : Regarding oral health concern, the subjects was a mean of 2.86 out of a maximum 5 points. There were differences in the level of oral health concern according to the purchase behavior of environmental friendly agricultural products(experience, period, frequency, price, weight). Conclusions : These results suggest that the strategies of habitual use environmental friendly agricultural products to put in practice oral health promoting behavior is needed to improve quality of life in people.

• Korean Journal of Organic Agriculture
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• v.22 no.3
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• pp.381-395
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• 2014

The objective of the study to investigate factors affecting consumers' consumption extension toward environment-friendly agricultural products in Suncheon city. The main results of the analysis are as follows. First, the main reason that consumers purchase environment-friendly agricultural products is "concerns of pesticides." Second, NAQS is highly trusted of a certificate institution. Third, the results show that consumers is satisfied such as safety, freshness, nutrition, whereas price, package design and taste are dissatisfied. Fourth, the factors affecting increase in the consumption of environmental-friendly agricultural products, have been analyzed in the variables noted of whether Sex, marital status, purchase experience, Private Certificate Authority faulty.

• Korean Journal of Organic Agriculture
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• v.23 no.4
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• pp.715-734
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• 2015

The objective of this study is to estimate the relationship among perceived value, perceived risk, satisfaction, purchase intention for environmental-friendly agricultural products. For this, we separate consumer with two groups that one is the experienced, the other is the not-experienced. Four factors is respectively adopted in perceived value and risk with exploratory and confirmatory factor analysis. The results of this study show that emphasizing the value of environmental-friendly agricultural products is important to the not-experienced. And to decease the risk is more effective to the experienced for activating market.

• Korean Journal of Organic Agriculture
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• v.26 no.3
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• pp.351-367
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• 2018

This study aimed to analyze socioeconomic effect of eco-friendly free school food supply system by Seoul, which has been consistently extended since 2011. To do so, effect of eco-friendly free school food supply system on the beneficiaries, Seoul citizens, was analyzed by using 'labor & income panel', while that on rural society was analyzed by using the surveys on the eco-friendly agricultural product supply performance by the 'Eco-friendly Agricultural Products Retail Center' as well as for students, school parents, nutrition teachers and nutritionists. The results of analysis showed that eco-friendly school food supply system contributes to income redistribution among the Seoul citizens to a certain extent, provides the eco-friendly agricultural product producers in the rural society with the stable market, and positively influences them to secure stable incomes. In addition, eco-friendly free school food reduced the amount of carbon emissions through the use of environmentally friendly agricultural products resulting in environmental improvements and economic benefits. Considering such effects, free school food supply using the eco-friendly agricultural products needs to be consistently maintained in the future without politic change by political ideology and to be extended to middle school level in medium and short-term.

• Culinary science and hospitality research
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• v.19 no.1
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• pp.103-120
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• 2013

This study aims to examine consumers' trust and purchase intention in environment-friendly agricultural products and factors influencing purchase intention degree of environment-friendly agricultural products. In addition, it aims to help seek national health promotion methods through purchase of consumers' environment-friendly agricultural products by providing the government, businesses, consumer organizations, etc. with basic data on them. The survey was performed for 2 months from August 1, 2012 to September 30, 2012, and a total of 350 questionnaires were distributed and 321(91.7%) copies out of them were used as final analysis data. The results of the study are as follows. First, the analysis of the effects of environment-friendly consumption value on trust in environment-friendly agricultural products showed that all the independent variables including environmental conservation value and economic value had a significant influence on trust in environment-friendly agricultural products, and economic value among them was the most influential item. Second, the analysis of the effects of environment-friendly consumption value on purchase intention for environment-friendly agricultural products showed that all the independent variables including environmental conservation value and economic value had a significant influence on purchase intention for environment-friendly agricultural products, and economic value was the most influential item. Third, the analysis of the effects of trust in environment-friendly agricultural products on purchase intention for environment-friendly agricultural products showed that as trust in environment-friendly agricultural products gets higher, consumers' purchase intention for them increased.

• Hwankyungkyoyuk
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• v.20 no.4
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• pp.117-131
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• 2007

The objectives of this study were to investigate using environment-friendly agricultural products and to analyze consciousness of agricultural safety of consumers. The data were collected from 1,000 consumers by two-staged stratified random sampling. SPSSWIN/ver. 13 program was used for analyzing data with frequency, cross-tab, t-test and ANOVA. The major findings of this study were as follows: 1) Consumers with higher academic career, more income, and white collars showed higher experiences on environment-friendly agricultural products. 2) Consumers who are under thirties, university graduation and upper income revealed high intention to use environment-friendly agricultural products. 3) The study revealed information needs and information acquisition are significantly different among consumers 4) Consumers with higher academic and upper income showed higher agricultural safety concern, 5) The study discovered that consumers who are over sixties and under middle school graduation were higher on agricultural safety effects.

• Korean Journal of Organic Agriculture
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• v.12 no.3
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• pp.265-278
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• 2004

With the development of national economy and increase of income, consumers' demand for quality and safe agricultural products have increased and perception on environmental-friendly Farming products has been sharply changing. In other words, consumers increasingly show the tendency to prefer environmental-friendly farming products for considering health and environment protection, despite higher price. The environmental-friendly farming products in Jeonnam Province is still at its early stage, accounting for 1% or so of the total products. Considerable part of environment-friendly farming products, nevertheless, difficult problem to End consumers, thus sold at relatively high prices. To the questionnaire asking their most severe difficulty is about 30.5% for sale. This suggests that strategies for consumption expansion of environment-friendly farming products, including of consumers, confidence, publicity of consumers, should be established to increase the income of environmental-friendly farmers in Jeonnam Province.