친환경식품의 구매행태 및 중국진출 가능성 분석 - 중국 상하이의 소비자를 중심으로 -

An Analysis of Environment-friendly Foods Purchase Behavior and Possibility on Entering Chinese Market on the consumers of Shanghai, China

This study was designed to analyze the possibility to enter the Chinese market aggressively by giving light on the factors which have effects on the continuous intention of Shanghai consumers to purchase environment-friendly foods, and the purchase of Korean environment-friendly foods. The objects of analysis were the 209 consumers living in Shanghai, China. As for the analysis method, the frequency, percentage, crossing analysis, $X^2$-test and logistic regression analysis were carried out, making use of SPSS PC+ 13.0. The study results are as follows. Firstly, it was identified that the decisive factors, such as good taste, health of family, freshness, food shop in a department store, international quality authentication, diversity of items and number of family members, had effects on the possibility that the consumers in Shanghai, China would purchase environment friendly foods continuously, showing the meaningful variables. Secondly, as for the decisive factors having effects on the possibility to buy Korean environment friendly foods continuously, it was identified that good taste, health of family, freshness and price cutting were the meaningful variables. Therefore, it is necessary that to set up a export promotion strategy to make the Shanghai consumers get interested in Korean environment-friendly foods and choose to buy the foods.