Effects of Consumer Awareness of Organic Agricultural Products on Repurchase Intention

유기농산물 소비자인식이 재구매의사에 미치는 영향

Purpose - The number of consumers adopting a lifestyle of health and sustainability has recently increased with the rise of trends in healthy living. The size of the organic agricultural product market has also increased given that these consumers prefer consuming environmentally friendly products that promote family health. However, awareness of organic agricultural products remains insufficient because of the characteristics of the Korean organic agriculture system, which only focuses on food safety inspection. The object of this research is to suggest a policy approach to increase understanding and to expand the purchasing of organic agricultural products by analyzing the influence of customer recognition of such products on their willingness to repurchase. Research design, data, and methodology - This study used binomial logistic regression analysis with the aim of explaining the effects of consumers' socio-demographic characteristics, their awareness of the equivalence arrangement for organic food and of the abolishment of low-pesticide agricultural product certification, and their viewing of negative broadcasts about organic agricultural products on their repurchase intention of such products. A questionnaire survey was conducted with 655 respondents who were in their 20s, lived either in Seoul or in its metropolitan area, and had purchased organic agricultural products. Result - From the results of the analysis, the majority of the respondents recognized organic agricultural products, but they found their prices to be expensive. The majority of the respondents were also aware of the certification system and the reliability of organic agricultural products. However, the results indicate that efforts need to be made to recover consumer trust as many respondents stated that their trust levels in these products were low. In general, those purchasing organic agricultural products were satisfied, but those answering "very satisfied" were not in the majority. Binomial logistic regression analysis results revealed that repurchase intention decreased as consumers viewed a greater number of negative broadcasts about these products. On the other hand, repurchase intention increased as they became more aware of the abolishment of low-pesticide certification. Repurchase intention also increased as income increased, as the number of family members decreased, and when a consumer was a member of a consumer organization. In addition, the older the consumers were who watched the TV programs, the smaller the number of family members that were aware of the abolishment of low-pesticide agricultural product certification and, the higher the income of the consumers aware of organic equivalence arrangement, the greater their repurchase intention. Conclusion - External stimuli, such as negative TV programs on organic agricultural products and the abolishment of the low-pesticide agricultural product certification, relevant social issues and systems, influence consumer repurchase intention. To that end, positive environmental and ecological broadcasting about organic agricultural products would contribute to an increase in purchasing. Additionally, this could be used for promotion and marketing plans as the results indicate that trust in organic agricultural products would cause a positive repurchasing effect.