Journal of Korean Society of Forest Science (한국산림과학회지)

Korean Society of Forest Science (한국산림과학회)
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An Analysis of Consumer Preference and Demand for Wild Vegetables: Through a Consumer Preference Survey and Social Big Data Analysis

산채(산나물)에 대한 소비자 의향 및 수요 분석: 소비자 의향 조사와 소셜 빅데이터 분석을 통하여

  • Byun, Seung-yeon (Center for Forest Policy Research, Korea Rural Economic Institute) ;
  • Seok, Hyun Deok (Center for Forest Policy Research, Korea Rural Economic Institute)
  • 변승연 (한국농촌경제연구원 산림정책연구센터) ;
  • 석현덕 (한국농촌경제연구원 산림정책연구센터)
  • Received : 2019.01.10
  • Accepted : 2019.03.09
  • Published : 2019.03.31
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Abstract

The production volume and amount of non-timber forest products in Korea has been on the increase for the past five years. In particular, the production amount of wild vegetables (edible mountain plants) is approximately KRW 400 billion as of 2017, accounting for 14 % of the total production amount of non-timber forest products. Among wild vegetables, especially the production volumes and amounts of bracken, saw-wort (Saussurea), and thistle have grown steadily. Nevertheless, severe price competition with cheap imports and little changes in the pattern of wild vegetable consumption may negatively affect the prices of domestic wild vegetables. This, in turn, can decrease the overall consumption of wild vegetables. Recently, however, consumers have preferred healthy food with increases in their income and interest in health. Therefore, now is a crucial time for the wild vegetable market. Accordingly, this study analyzed consumers' purchase and consumption behavior related to wild vegetables through a consumer survey to contribute to establishing various strategies and policies for promoting the consumption of these vegetables. Also, this study identified consumers' awareness and intention regarding wild vegetables by analyzing social big data. Different from previous studies, this study investigated consumers' awareness and intention by analyzing SNS social big data, as well as conducting a survey. The results of the study will help prioritize strategies and policies for boosting the consumption of wild vegetables.

최근 5년간 단기소득임산물 생산량 및 생산액은 증가하고 있는 추세이며, 그 중에서도 산채(산나물) 생산액은 2017년 기준 약 4천억 원으로 전체의 14 %를 차지하고 있다. 산채 중에서도 특히 고사리, 취나물, 곤드레 등의 생산량 및 생산액은 꾸준히 증가하고 있지만, 산나물의 특성상 값 싼 수입산과의 가격경쟁이 심하고, 소비패턴의 변화가 거의 없는 점들로 인해 국내산 산채류 가격에 악영향을 미치고 이는 결국 산채 소비시장의 전반적인 소비 위축 현상을 불러일으킬 위험이 있다. 하지만 최근 소득수준의 향상과 건강에 대한 소비자들의 관심도가 증가함에 따라 건강에 좋은 웰빙 식품 선호 현상이 나타나고 있어, 지금이 산채 소비시장에서는 매우 중요한 시점이라고 할 수 있다. 이에, 본 연구에서는 산채 소비활성화를 위한 다양한 전략 및 정책 수립에 도움이 되기 위하여 소비자조사를 통한 산채에 대한 소비자들의 구매행태 및 소비행태를 분석하였고, 이와 더불어 소셜 빅데이터 분석을 통하여 산채에 대한 소비자 인식 및 의향을 파악하였다. 기존 연구들과는 달리 설문조사뿐만 아니라 SNS 소셜 빅데이터 분석을 통한 소비자 인식 및 의향 조사도 실시했다는 점에서 차별성이 있으며, 본 연구 결과가 향후 산채 소비 증진을 위한 전략 및 정책 마련에 있어 우선순위를 정하는데 도움이 될 것으로 판단된다.

Keywords

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Figure 1. purchase frequency.

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Figure 2. Preferred purchase type.

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Figure 3. Purchase quantity on a single purchase.

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Figure 4. Purchase amount at one time.

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Figure 5. Reasons to buy wild vegetables.

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Figure 6. Products purchased from processed wild vegetables.

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Figure 7. Major places to buy wild vegetables.

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Figure 8. Most important considerations when purchasing.

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Figure 9. Frequency of ingestion.

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Figure 10. The main way of cooking wild vegetables.

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Figure 11. Place of consumption.

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Figure 12. Comparison with consumption of wild vegetables one year ago.

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Figure 13. Changes in consumption of wild vegetablesin the future.

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Figure 14. Think about Chinese product quality.

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Figure 15. Reliability for Chinese products.

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Figure 16. Results of related-words analysis.

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Figure 17. Results of Emotion analysis.

Table 1. the output of short-term income forestry products for the last five years.

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Table 2. The socio-demographic characteristics of respondents.

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