Korean Journal of Community Nutrition (대한지역사회영양학회지)

The Korean Society of Community Nutrition (대한지역사회영양학회)
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The Housewives' Purchase Behaviors on Environment-friendly Agricultural Products in Daejeon Area

대전지역 주부의 친환경농산물 구매행동

  • Kim, In-Jung (Department of Consumers' Life Information, Chungnam National University) ;
  • Lee, Joon-Ho (Department of Consumers' Life Information, Chungnam National University)
  • 김인정 (충남대학교 생활과학대학 소비자생활정보학과) ;
  • 이준호 (충남대학교 생활과학대학 소비자생활정보학과)
  • Received : 2011.04.22
  • Accepted : 2011.06.21
  • Published : 2011.06.30
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Abstract

This study was to investigate the housewives' purchase behaviors on the environment-friendly agricultural products (EFAP) by survey in Daejeon area housewives. 390 questionnaires were used and analysed. Most of the subjects were female (92.6%) distributed evenly in their 40's (55.4%), and graduated from high school (43.6%) or college (36.4%). Subjects' occupation was most housewives (64.1%) and 77.4% of the subjects had monthly family income of 2 million won or more. 76.9% of the subjects had purchased EFAP already. The reason of purchasing EFAP was mainly "good for health" (80.3%), and reason for non-purchasing was "high prices" (28%) or "not so trustworthy" (25.6%). The most purchasing frequency was "once a week" (29%). 46.7% of the subjects spent 20% of their agricultural product cost for EFAP and 38.7% of them spent less than 30,000 won per month for EFAP. On checking of EFAP labeling, the housewives scored 3.59 for the validate date, 3.25 for the place of origin, 2.8 for the quality certification mark by 4-point Likert scale. 65.1% of the subject had intention to increase purchasing of EFAP in future. To promote the consumption of EFAP, the improvement factors were price-cutting (47.9%), trust on producers (18.2%) and quality betterment (17.7%). Accordingly, the consumers prefer EFAP for wellbeing health of families; however, they hesitate to buy due to their high price and the low reliability on producers of EFAP. Thus the producers and the related organization of EFAP should contrive proper countermeasures to increase consumer's satisfaction level on their credibility and price of EFAP.

Keywords

References

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