소비자의 친환경농산물 가격수준 인식 및 구매 의향 영향 요인 분석

Abstract

Consumers believe that the price of environment-friendly agricultural products is very high compared to that of conventional products. The price gap between the two types of products is a major obstacle to expanding the consumption of environment- friendly agricultural products. In this paper, we aim to investigate the relationship between consumers’ perception of the price level of environment-friendly agricultural products and their consumption intention. Data were collected through an online survey of 500 participants residing across the country. The results demonstrate that consumers with a high level of income are less likely to perceive the price of environment-friendly agricultural products as high. If the primary reason for purchasing environment-friendly agricultural products is family health, then consumers’ purchase intention tends to be positive. The findings also indicate that when consumers are satisfied with the quality of environment-friendly agricultural products relative to their price, their purchase intention is more likely to increase. In addition, consumers who have greater trust in domestic organic products tend to exhibit a stronger purchase intention. Finally, older consumers and those with a high level of income are more likely to increase their consumption of environment-friendly agricultural products. To encourage greater consumption of these products, efforts should focus on enhancing promotion, improving quality, increasing credibility, and implementing targeted marketing strategies.