농식품 인증마크와 수상 인증의 적합성이 브랜드 태도에 미치는 영향

Abstract

Agri-food certification has recently become an important social issue, as certification marks play a vital role in shaping consumers' purchasing decisions. Thus, the purpose of this study is to explore the brand design effects of certification marks. This study used organic certification marks, award certification marks, and standard designs as experimental stimuli. Based on data collected from 450 participants residing in the Seoul metropolitan area, this study examined factors including congruence, attention, perceived quality, brand attitude, and purchase intention. The results of this study showed that attention was greater for organic certification when compared to award certification and in cases where there was no certification. Additionally, congruence was higher for organic certification compared to award certification. Moreover, perceived quality was higher for organic certification compared to award certification. Factors influencing brand attitude were found to be congruence and perceived quality. Attention, on the other hand, did not have a significant influence on brand attitude. Furthermore, brand attitude was found to have a strong correlation with purchase intention. This study provides empirical evidence that certification marks are a key brand element for credence goods and highlights the importance of certification congruence. This study contributes to the development of theories on the psychological effects of brand designs by drawing on Signaling Theory. This study further offers practical insights into brand design strategies, including the use of certification marks and sponsorships.