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김경호(KyeongHo Kim),송경환(KyungHwan Song),한재환(JaeHwan Han) 한국농업경제학회 2020 농업경제연구 Vol.61 No.3
Consumers are getting interested in safe and beneficial foods as the economy grows and their income level increases. This study aims to investigate consumers’ perceptions toward black garlic and to analyze the factors of determining their purchase intention. According to the consumer survey, consumers believe that black garlic has more health benefits than general garlic. Besides, it turns out that consumers who have purchase experience of black garlic are very satisfied with it, and have the most preference for concentrate on processing types. The results indicate that diversification and enhancement of processing types of black garlic are needed for consumption expansion in the future. Empirical findings show that the more consumer significantly considers a price the more their purchase intention decreases. On the other hand, as consumers have purchase experiences and higher interest in black garlic, they are more likely to be positive for purchasing them.
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