중국 상하이 소비자들의 친환경식품에 대한 구매특성 분석

Abstract

This research analyzed the characteristics of purchasing the environmentfriendly food of consumers in Shanghai China. The targets for survey were 220 men and women residing in Shanghai China. The survey was done for 1 month from July 20 to August 20, 2007. The survey was performed by questionnaire through Internet and direct questionnaire. The number of papers used for final analysis was 209 cases. As SPSS PC+ 13.0 was used for analysis, frequency, percentage, cross analysis and χ2-verification were performed. The research made the following suggestions. First, it is required to encourage consumers in Shanghai China to purchase goods with interest by developing environment-friendly fresh food and diverse environmentfriendly processed food. Second, it is necessary to expand promotion strategy in consideration of good quality, design and safety so that consumers in Shanghai may favorably evaluate environment-friendly food from Korea. Third, it is necessary to establish positive publicity strategy with traditional processed foods by making environment-friendly food of each region the special brand. Fourth, it is required to establish mid-term and long-term strategy in consideration of price reduction and international quality authentication so that Korean environment-friendly food as safe and reliable brand can be launched in Shanghai China. Further, it is also necessary to consider the possibility to reflect it in the strategy of export.