• 가정과삶의질연구
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• 제25권6호
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• pp.15-32
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• 2007

This study is to assess the level or consumer's attitude or food safety and their effects on the purchase or environment friendly agricultural products. For these purposes, the survey was implemented to 550 adults who resided in Seoul and metropolitan area. As a results, a lot of respondents perceived the five food hazards, pesticides, food additives, BSE, chemical materials, GMOs as the severest food risks. Results revealed that women, the most educated, married, and the older respondents were more likely to be negative about food safely. And Also, consumer's knowledge of environment friendly agricultural products was lower than the median. The respondents who have bought environment friendly agricultural products were 80.5% of the entire respondents. Also, the educated and the consumers who had the knowledge of the environment friendly agricultural products started to purchase them. The consumers who had higher income, perceived the food hazards(BSE), assessed agricultural products safety negatively, had willingness to pay them and more knowledge of environment friendly agricultural products were likely to purchase them usually.

• 농업과학연구
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• 제32권1호
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• pp.95-106
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• 2005

This study was focused on analyzing the impacts of e-commerce on the farmer's management behavior and suggesting alternatives for the development of e-commerce in agricultural industry. For this study, survey was conducted for 24 farmers who sell agricultural products through e-commerce in Chungnam province. The results of study are as follows; First, farmers have changed their management practices in terms of production, marketing and processing by using the information of consumers' preferences while doing e-commerce business. Second, farmers have attempted to differentiate their product through product brand and customer relationship marketing, because they recognized the importance of developing marketing techniques adapted to e-commerce system for more revenues. Third, if quality certification system of agricultural products is introduced under e-commerce, farmers would use it for their environmentally sounded farming because they expect to increase their income. Fourth, 75% of the farmers sold their product at retail price. It means that e-commerce farmers act as a price maker rather than price taker at e-commerce market, who will be encouraged to have larger business size resulting in more added value. Based on the results of study, we suggest that there should be reduction of service charge for credit card, and encouragement of B2B transaction for the economy of scale and introduction of quality certification system so as to establish e-commerce system of agricultural industry as soon as possible.

• 농업과학연구
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• 제48권2호
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• pp.219-230
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• 2021

In Korea, the industry and marketing of livestock has grown because of increases in consumers' income and changes in food consumption trends. Livestock production and consumption increased tenfold from 1970 to 2018, and this rise will continue. However, the quality of marketing information for Korean livestock has remained low. The Korea Institute for Animal Products Quality Evaluation (KAPE) operates programs that provide marketing information on livestock, but the social benefits of these programs have not been objectively evaluated. The purpose of this study was to estimate the social benefit of the programs offering marketing information on Korean livestock. Survey and analysis using an economic model (double-bounded dichotomous choice contingent valuation model), revealed a few findings. First, the users of the marketing information programs offered by KAPE recognized the value of these programs and demonstrated their willingness to pay for this marketing information. Second, the social values of the programs offering marketing information on livestock were estimated as 1.1 billion won (marketing information on main livestock) or 5.3 billion won (price information on poultry), and these social values were 2 or 6 times greater than the cost to operate the programs for offering information. Finally, the program that provides marketing information on domestic livestock provides sufficient social benefits, so KAPE should expand these programs.

• 농촌지도와개발
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• 제16권4호
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• pp.967-992
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• 2009

The purpose of this study is to segment the social awareness on the function of public benefit of agriculture and rural areas by socio-economic and action/attitude characteristics, and to identify the influential variables in social awareness. The nationwide survey of 1,200 adults aged over 20 was conducted, and the data was analyzed by PASW statistics 17.0. One of the awareness variables was the degree of the consent to the preservation of the public beneficial function. This variable was segmented by the interest on related information, the criteria of buying agricultural products, occupation and age. And the other awareness variable was the willingness to pay for the preservation of the public beneficial function. This variable was segmented by the education, occupation, income and the experience of living in rural areas. According to the results, some suggestions for improving the social awareness on the public beneficial function of agriculture and rural areas were discussed.

• 유통과학연구
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• 제14권4호
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• pp.117-125
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• 2016

Purpose - As consumers' needs for purchasing fresh and safe food have been bigger in Korea, their interest in local food is also growing recently. So, the number of local food stores has been increased from 3 in 2012 to 103 in 2015. Local food stores should operate a business responding consumers' needs in order that local food stores are not to be a one-time fad. Therefore, the purpose of this study is to analyze the characteristics of consumers who use a local food store and provide helpful implications to design a strategy for sustainable growth of local food store. Research design, data, and methodology - In this study, Probit model was used for empirical analysis in order to examine the effect of purchase choice attributes of agricultural products, consumer's satisfaction, and their demographic factors upon the intention to use a local food store. After estimating coefficients of the probit model, marginal effects were calculated as a standard normal, and cumulative distribution is differentiated with respect to explanatory variables. To collect the data, questionnaire survey was carried out with the consumers using the local food store (Youngjin Nonghyup near to Jeonju city located in Jeollabuk-do). Result - The data analysis found that the more consumers are satisfied with local food store, the higher intention they have to use the local food store. In addition, it was known that the factors related to quality of agricultural products and shopping convenience among the purchase choice attributes have a considerable impact on the purchase intention of a local food store. In demographic factors, income was turned out to be an important factor affecting purchase intention of local food. Such a result supports the hypothesis that high income consumers are likely to purchase local food, which is based on the inference that consumers who have a high income tend to pursue wellbeing life. Futhermore, information delivery, through a reputable media source among general factors, was known to play an important role in forming an intention to purchase local food. According to the analysis of marginal effects, probability of purchase intention of a local food store is increased by 11.4%, if a monthly average income of a household is above 4.5 million Won(Korean currency). If purchasing satisfaction with local food stores is high, the probability of purchase intention would be increased by 24.1%. Likewise, such a probability goes up by 8.7%, 5.8%, respectively as an increasing one unit of quality of agricultural products and shopping convenience of local food stores, respectively. Conclusion - For attaining sustainable growth in a local food store, it is considered necessarily to establish a proper store operation system to meet consumers' needs, especially for quality and shopping convenience of local food. Moreover, as it was found that appropriate communication through media source has a positive effect on the intention to use local food store, PR activity seems to be necessary to expand the consumers' demands for local foods.

• 한국농공학회논문집
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• 제57권5호
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• pp.29-35
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• 2015

The optimal greenhouse scales for controlled tomato should be studied because the increase of oil price and labor costs following the shortage of workforce makes greenhouse cultivation hard to gain profits. The purpose of this study is to estimate optimal production scales by greenhouse types for controlled tomato. The translog cost function is estimated based on the production cost survey data. The results can be summarized as follows: First, the average production cost of controlled tomato per kg decreases as the production scale increases. Second, according to the tomatoes farm of standard farming income data of RDA, the minimum production scale is 23 ton. Third, the estimated output of single-span greenhouse considering production scale with minimum average cost is 345 ton and production cost per kg is 1,476 won. The corresponding figures of multi-span greenhouse are 415 ton and 936 won, respectively. The study results can be used as basic materials for efficient decision making of tomato farmhouses and novice farmers. Also, the study shows that multi-span greenhouse should be encouraged to be built, since it requires lower marginal cost than single greenhouse. The results of this paper will help increase the income of farmhouses and cut expenses for the coming years.

• 농촌지도와개발
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• 제10권1호
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• pp.87-101
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• 2003

Recently, rice producers and related institutions have started to brand rice to increase sale. Despite such trend and the significance of rice branding to many parties including policy makers, no previous research has studied the relationship between consumers' psychological and socio-economic factors that underline consumer choice and judgment of branded rice. This paper discusses the variables related to branding through a survey based on 242 convenience consumer samples selected in Seoul metropolitan area in Korea, and presents the results and their implication for future research. The major findings are: 1) Consumers are reasonably well aware of rice-branding practices, and the main source of such information is in-store displays and packages, 2) It appears that consumers in general choose a rice brand based mainly on its taste and nutrition, and 3) the perceived difference among rice brands differs depending on some consumer characteristics. The perceived differences among rice brands in taste and in nutrition are relatively high for brand-loyal consumers and high-income consumers respectively. The perceived difference among rice brands in brand reputation is also relatively high for young, low-income, and brand-loyal consumers.

• 한국농공학회논문집
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• 제51권3호
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• pp.15-24
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• 2009

This study tried to develop a tentative evaluation system on greentourism potentials(GTP) of rural villages. The GTP evaluation system consisted of 45 detail criteria within three kinds of large scale criteria, which are human resources of residents capability, amenity resources of tourists attraction, and income resources through exchange activity between rural and urban areas. The evaluation criteria were adapted from several decades existing studies considering the hardware(facility and amenity resources) and software(human resources and programs on tourism)resources in rural villages. Two kinds of test study areas, which are subdivisions of county in a typical rural area(Boori) and an suburbanized area surrounding a big city(Chooboo), located on Keumsan county in Chungnam province, were selected to test the GTP evaluation system. The results showed that the average GTP values of each village in Boori are higher than those of Chooboo, due to higher values in criteria on amenity resources and income resources, which the typical rural area may have higher value in such criteria.

• 농촌계획
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• 제20권3호
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• pp.101-110
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• 2014

As a rise in national income has resulted in the growth in tourism demand, many studies on developing and managing tourism resources were publicized. In this context, this study was conducted to analyze the demand and willingness to pay(WTP) using contingent valuation method for agricultural experience of Daegu Urban Agriculture Park and to suggest a proper participation fee. The survey targeting Daegu citizens was performed, and we obtained 346 valid samples. We carried out the logistic analysis and figured out that sex, age, education and alienation area for urban agriculture affected to probability of agricultural experience participation. As the result of estimating willingness to pay(WTP), the measured range with this samples was from 6,052 to 16,436won. Finally, we also attained 25,000won as the proper participation fee which enables maximum revenue by conducting the scenario analysis. These findings are important in setting up the construction plan and pricing the appropriate participation fee for Daegu Urban Agriculture Park.

• 한국기후변화학회지
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• 제7권3호
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• pp.335-339
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• 2016

The purpose of this study is to analyze effects of greenhouse gas reduction in organic agriculture. To accomplish the objective of the study, a field survey was conducted. Based on the field survey results, LCA method was used to estimate the greenhouse gas emission. The farmer survey and LCA estimation data were provided by The Foundation of Agricultural Technology Commercialization and Transfer. The GHG estimation results showed that GHG emission of organic farming is less by 10.6~89.3% when compared with the conventional farming. In addition, the economic value of greenhouse gas reduction in organic farming amounts to 1,097 million won. Based on major findings, in response to national greenhouse gas reduction target, it is needed to expand organic farming, supporting organic farmers' income.