Checking Degree of Related Information When Purchasing Food, and Evaluation and Purchasing Behavior of Environment-friendly agricultural products
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In this study, checking degree of related information when purchasing food, and evaluation and purchasing behavior of environment-friendly agricultural products were analyzed. The followings are the results of the study. First, consumers’ attitude toward environmental problem and GMO technology were classified as four factors. they were “interest in environmental problem”, “Negative attitudes toward GMO technology”,“Benefit seeking from GMO technology”, and “Accepting environmental expense”, and these factors combined explained 60.25% of variance. Second, consumers clustered into five groups which are “advantage seeker with interests in environment improvement(104, 22%)”, “unconcern(51, 11%)”, “conservatives with interests in environment improvement(87, 18%)”, “advantage seeker maintaining environment(147, 31%)”, and “individualist with no concern(84, 18%)”, depending on the characteristics of each group. Consumers in different groups showed significant differences in age, living expense, food expense, educational level, and occupation. Third, expiration date, manufactured date, price and country of origin in order were checked more frequently, while license number for business & item was the least checked information when purchasing food. Consumers in “advantage seeker with interests in environment improvement” group showed the highest checking degree of information. Fourth, there were differences in evaluation and purchasing behavior of environment-friendly agricultural products among five groups. Evaluations of environment-friendly agricultural products were fairly good. However, purchasing behavior of environment-friendly agricultural products were not as good, considering evaluation scores. In conclusion, to promote sales of environment-friendly agricultural products, it is important to inform consumers superiority the of environment-friendly agricultural products in environmental aspects, and provide the information accurately which were mostly checked by consumers in “advantage seeker with interests in environment improvement” group and “conservatives with interests in environment improvement” group. More follow-up studies on consumers’ attitudes, recognition, and preparations about factors which threaten food safety, like importation of american beef, beef traceability, pesticides, and GMO technology, and so on, are needed.
Abstract
In this study, checking degree of related information when purchasing food, and evaluation and purchasing behavior of environment-friendly agricultural products were analyzed. The followings are the results of the study. First, consumers’ attitude toward environmental problem and GMO technology were classified as four factors. they were “interest in environmental problem”, “Negative attitudes toward GMO technology”,“Benefit seeking from GMO technology”, and “Accepting environmental expense”, and these factors combined explained 60.25% of variance. Second, consumers clustered into five groups which are “advantage seeker with interests in environment improvement(104, 22%)”, “unconcern(51, 11%)”, “conservatives with interests in environment improvement(87, 18%)”, “advantage seeker maintaining environment(147, 31%)”, and “individualist with no concern(84, 18%)”, depending on the characteristics of each group. Consumers in different groups showed significant differences in age, living expense, food expense, educational level, and occupation. Third, expiration date, manufactured date, price and country of origin in order were checked more frequently, while license number for business & item was the least checked information when purchasing food. Consumers in “advantage seeker with interests in environment improvement” group showed the highest checking degree of information. Fourth, there were differences in evaluation and purchasing behavior of environment-friendly agricultural products among five groups. Evaluations of environment-friendly agricultural products were fairly good. However, purchasing behavior of environment-friendly agricultural products were not as good, considering evaluation scores. In conclusion, to promote sales of environment-friendly agricultural products, it is important to inform consumers superiority the of environment-friendly agricultural products in environmental aspects, and provide the information accurately which were mostly checked by consumers in “advantage seeker with interests in environment improvement” group and “conservatives with interests in environment improvement” group. More follow-up studies on consumers’ attitudes, recognition, and preparations about factors which threaten food safety, like importation of american beef, beef traceability, pesticides, and GMO technology, and so on, are needed.
참고문헌 (21)
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