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Analysis of the Purchase Behavior of Imported Organic Foodstuffs in Italy and Korea

김정호|Giulia Maggi
국제지역연구원 (Institute of Global Affairs)|2022.03|아태연구 (Journal of Asia-Pacific Studies)|제29권 제1호|pp. 61-99|DOI 10.18107/japs.2022.29.1.003

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한국KoreaAHPItaly이태리구매행동Purchase BehaviorImported Organic Food수입 유기농 식품
주제분류사회과학일반

초록

Despite the growth of the global market for organic agri-food products, studies focusing on the consumer purchase behavior towards imported organic goods are rather limited. This paper wishes to contribute to this research area by highlighting the differences and commonalities between Italian and Korean consumers in the process of decision making towards imported organic food products. Both countries have been promoting organic farming and boosting awareness and education towards climate change and the production and consumption of eco-friendly products. The demand for organic products is expected to increase further as a result. Italy and Korea can also count on the EU-ROK Organic Equivalency Agreement which provides a big advantage in terms of trading time and costs. Overall, the factors influencing the decision making of consumers of imported organic foodstuffs are trustworthiness, product attributes, country of origin, and ethical concern. The relative relevance and preference among these factors given by the two consumer groups in the process of decision making were analyzed using the Analytical Hierarchy Process (AHP) methodology. The results suggest that Italian and Korean consumers value criteria similarly. Nevertheless, there is a difference of perception of the products’ ethical dimension and the relevance given to brand and reputation. Korean consumers are generally more brand oriented and value green image comparatively more, while to Italian consumers distance to the country of origin, and animal welfare are comparatively more important. These new insights can be useful for marketers wishing to enter or strengthen their position in the Korean and / or the Italian markets. Finally, the conclusions drawn can serve as a basis for further research about purchase behavior towards imported organic products.

Abstract

Despite the growth of the global market for organic agri-food products, studies focusing on the consumer purchase behavior towards imported organic goods are rather limited. This paper wishes to contribute to this research area by highlighting the differences and commonalities between Italian and Korean consumers in the process of decision making towards imported organic food products. Both countries have been promoting organic farming and boosting awareness and education towards climate change and the production and consumption of eco-friendly products. The demand for organic products is expected to increase further as a result. Italy and Korea can also count on the EU-ROK Organic Equivalency Agreement which provides a big advantage in terms of trading time and costs. Overall, the factors influencing the decision making of consumers of imported organic foodstuffs are trustworthiness, product attributes, country of origin, and ethical concern. The relative relevance and preference among these factors given by the two consumer groups in the process of decision making were analyzed using the Analytical Hierarchy Process (AHP) methodology. The results suggest that Italian and Korean consumers value criteria similarly. Nevertheless, there is a difference of perception of the products’ ethical dimension and the relevance given to brand and reputation. Korean consumers are generally more brand oriented and value green image comparatively more, while to Italian consumers distance to the country of origin, and animal welfare are comparatively more important. These new insights can be useful for marketers wishing to enter or strengthen their position in the Korean and / or the Italian markets. Finally, the conclusions drawn can serve as a basis for further research about purchase behavior towards imported organic products.

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관련 논문AI추천

Korean consumers’ attitudes towards organic labels and country-of-origin of organic foods이혜경, Cho Young-Sang한국유통과학회 · 유통과학연구2011 · 제9권 제1호수입산 유기농산물 구입의향 요인분석정학균, 한재환한국유기농업학회 · 한국유기농업학회지2014 · 제22권 제1호국내 소비자의 농식품 지불의사액 영향요인 분석: 국산 및 수입/국산 유기농 농식품에 대한상대적 지불의사액을 중심으로민선형, 조성주한국유기농업학회 · 한국유기농업학회지2024 · 제32권 제2호Effects on the Consumer Buying Behavior of an Agricultural Brand in South Korea김완기, 김판진, 윤명길, Mi-Song Kim, Ouafaa Mehyaoui한국유통과학회 · 산경연구논집2014 · 제5권 제2호소비자의 친환경농산물 가격수준 인식 및 구매 의향 영향 요인 분석정학균, 한재환한국유기농업학회 · 한국유기농업학회지2025 · 제33권 제2호Willingness to Pay for Government-Certified Agri-Products in South Korea김경자, 린위쑤안한국소비문화학회 · 소비문화연구2017 · 제20권 제4호

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