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Effects of Agri-Food Consumer Competency on Eco-Friendly Food Purchasing

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한국소비문화학회|2023.06|소비문화연구 (Journal of Consumption Culture)|제26권 제2호|pp. 151-178|DOI 10.17053/jcc.2023.26.2.008

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분위회귀분석Quantile Regression Analysis농식품 소비자역량Eco-Friendly Food PurchasingAgri-Food Consumer CompetencyWillingness to Pay for Organic Food친환경 식품구매유기농 식품 지불용의모형

초록

Recently, consumers' awareness of health and food safety in their food selection behavior has increased significantly due to various food safety issues, and consumers are interested in consuming eco-friendly food that is better for health and contributes to sustainable development for future generations. Therefore, the purpose of this study is to identify meaningful determinants of eco-friendly food selection by analyzing the influence of agri-food consumer competencies and related variables that affect whether or not to purchase eco-friendly food and whether to satisfy the price and quality of the purchased eco-friendly food (Research Model Ⅰ). In addition, the effect of agri-food consumer competency and determinants that affect the level of payment for domestic organic food was identified (Research Model II). The analysis data is food consumption behavior survey of the Korea Rural Economic Institute. To analyze the research model I, Probit analysis model was used, and for the research model II, the Ordinary Least Squares (OLS) method and quantile regression analysis, which complements the selection bias problem of the sample, were used. As a result of the study, first of all, it was the ability to use label information that had a positive impact on both price and quality satisfaction of eco-friendly food. Second, through the application of quantile regression analysis, the relationship and determinant of the related variables according to the difference in payment amount within the group was presented. For example, it was found that the higher the tendency to value sensory novelty, the higher the ease of payment for domestic organic food. Third, it was found that the higher the interest in food safety, the higher the purchasing power of domestic organic food. Based on these results in the future, it is suggested that policies such as the design of experiential consumer education programs that can sustain eco-friendly purchases are needed, and realistic and customized organic market related services can be proposed to expand the eco-friendly food market.

Abstract

Recently, consumers' awareness of health and food safety in their food selection behavior has increased significantly due to various food safety issues, and consumers are interested in consuming eco-friendly food that is better for health and contributes to sustainable development for future generations. Therefore, the purpose of this study is to identify meaningful determinants of eco-friendly food selection by analyzing the influence of agri-food consumer competencies and related variables that affect whether or not to purchase eco-friendly food and whether to satisfy the price and quality of the purchased eco-friendly food (Research Model Ⅰ). In addition, the effect of agri-food consumer competency and determinants that affect the level of payment for domestic organic food was identified (Research Model II). The analysis data is food consumption behavior survey of the Korea Rural Economic Institute. To analyze the research model I, Probit analysis model was used, and for the research model II, the Ordinary Least Squares (OLS) method and quantile regression analysis, which complements the selection bias problem of the sample, were used. As a result of the study, first of all, it was the ability to use label information that had a positive impact on both price and quality satisfaction of eco-friendly food. Second, through the application of quantile regression analysis, the relationship and determinant of the related variables according to the difference in payment amount within the group was presented. For example, it was found that the higher the tendency to value sensory novelty, the higher the ease of payment for domestic organic food. Third, it was found that the higher the interest in food safety, the higher the purchasing power of domestic organic food. Based on these results in the future, it is suggested that policies such as the design of experiential consumer education programs that can sustain eco-friendly purchases are needed, and realistic and customized organic market related services can be proposed to expand the eco-friendly food market.

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