로컬푸드의 성공요인에 관한 탐색적 연구: 충청지역을 중심으로

권기대,서장원,김동환,김신애 한국경영교육학회 2013 경영교육연구 Vol.28 No.5

The purpose of this study is to examine an exploratory analysis on the relationship effect among success factors of local food(i.e., CEO leadership, product factors, market factors, marketing factors and local origin factors), local food image and intentions to purchase local foods. We collected statistically usable data from 225 questionnaire respondents who live in Chungcheong provinces and analyzed them with SPSS 18.0. The results of analyses are as follows. First, pattern of local food had partial difference on the success factors of the local food i.e. CEO leadership & marketing factors. Second, the survey found that success factors of the local food on product factors, marketing factors & local origin effect have a partial effect on intentions to repurchase local food. Finally, hypothesis of third has a partial supported moderating effect regarding local food image between success factors of local food for product, marketing & market factors and intentions to repurchase local food. Consequently, success factors of local food can be justified as a very important factors in improving CEO leadership, product factors, market factors, marketing factors and local origin factors, pattern of local food and intentions to repurchase local food 본 연구는 로컬푸드(local food)의 성공요인에 관한 탐색적 연구를 위해 충청권 지역을 대상으로 225부의 설문지를 배포ㆍ회수ㆍ분석하였다. 제안된 3개의 연구가설을 검정한 결과. 첫째, ‘로컬푸드의 유형(직거래형 지역 내 유통, 유통센터경유 지역 내 유통, 직거래형 지역 외 유통, 상업적 유통)은 로컬푸드 성공요인에 부분적 차이가 나타났다. 특히 CEO 리더십에 대한 로컬푸드 유형은 직거래형 지역 외 유통〉직거래형 지역 내 유통〉유통센터경유 지역 내 유통〉상업적 유통의 순으로 높게 나타났다. 마케팅요인에 대한 로컬푸드 유형은 직거래형 지역 외 유통〉직거래형 지역 내 유통〉상업적 유통〉유통센터경유 지역 내 유통의 순으로 분석되었다. 로컬푸드의 성공은 CEO 리더십과 마케팅요인이 직거래형 지역 외 및 지역 내 유통을 위해 전략의 우선순위를 둬야 한다. 둘째, ‘로컬푸드의 성공요인은 구매의향에 정(+)의 영향을 미칠 것이다’는 상품요인, 마케팅요인, 로컬원산지요인이 구매의향에 정(+)의 영향관계였다. 로컬푸드의 성공요인은 지역 농산물의 상품요인과 원산지효과를 전략화 해야 비로소 소비자의 구매의향에 직접적으로 마음을 움직일 수 있음을 시사한다. 셋째, ‘로컬푸드 이미지는 로컬푸드의 성공요인과 구매의향에 조절효과를 낳을 것이다’는 상품요인, 시장요인, 마케팅요인만이 구매의향 간에 조절효과가 있는 것으로 나타났다. 전략적 시사점은 결론에 언급하였다.

제주지역 생협조합원들의 "로컬푸드(Local food)"에 대한 인식과 실천

현혜경 ( Hye Kyung Hyun ) 제주대학교 탐라문화연구소 2010 탐라문화 Vol.0 No.36

로컬푸드(local food)에 대한 관심이 증대되면서 로컬푸드의 실천과 연구가 확산되고 있다. 이러한 로컬푸드는 `지역(local)`을 기반으로 하는 먹을거리 체계를 통해 지역경제의 활성화 및 지역사회의 재건, 식량주권, 지구환경 등 인류 현안 문제를 해결하고자 한다. 그러나 로컬푸드는 그 확산만큼이나 개념이나 모델에 대해 다양한 논의가 부족하다. 특히 `로컬`을 어떻게 인식하느냐에 따라 로컬푸드 실천은 다양한 형태로 전개될 수 있다. 본 연구는 로컬푸드 실천에 근접해 있다고 판단되는 제주지역 생협조합원들의 로컬 및 로컬푸드에 대한 인식과 실천을 살펴보고 다층화 되어 있는 로컬푸드의 실태를 파악하고자 하였다. 본 연구는 설문조사 방법을 동원하여 이루어졌으며, 연구 결과 제주지역 생협 조합원들 사이에 로컬 및 로컬푸드에 대한 다층화된 인식과 실천이 상존하고 있음을 알 수 있었다. 이러한 상황을 고려했을 때, 향후 로컬푸드에 대한 실제적이고 바람직한 개념이나 모델 개발에 유용할 것으로 보인다. The practice and research of the local food is spreading while increasing interest in local food. This practice of the local food to resolve the problems-the local economy, the rebuilding of communities, food sovereignty and global environment etc. However, many discussions about the concept of local food is lacking. Depending on how recognize the local, especially the local food can be deployed in various forms of practice. This study to examine the perception and practice as to local and local food. This study has been made in survey methods, as a result, this study shows that a variety of layers in recognition and practice for local and local food could see the co-existence. From now on, it seems to be useful for the development of the actual concept of local food.

로컬푸드가 구매동기가 사회적 자본 형성과 재구매 의도에 미치는 영향에 관한 연구

박재형(Park Jae Hyoung),나주몽(Na Ju Mong) 한국지역개발학회 2014 한국지역개발학회 세미나 논문집 Vol.2014 No.1

The purpose of this study was verifying the social capital formation of local food and provide policy implications for the activation of local food and local development. For this purpose, a hypothesis was set up to figure out the customer’s motivation and SEM(Structural Equation modeling) which referred to the relationship between customer’s participation and social capital formation was organized. Based on previous studies, a questionnaire with operational definition were performed to analyze the customers using direct local food stores in Gwangju, Muan, and Yeosu. As a result, social motivation and economic motivation had the positive effect on buying local food but health care did not. As for the formation of social capital, it showed that participation affected networking and trust positively as well as networking also gave a positive effect on trust. According to the result, the bigger motivations such as social and economic motivation customers have, the bigger social capital formation is. In addition, people with high social motivation was not affected by convenience and people seeking high health motivation turned out to buy local food with low convenience. Those seeking high affordability turned out to highly purchase based on high convenience. With the results, the proposals are as follows; First, some effective promotions and education about local food are needed to encourage the customer’s motivation. Second, a local food stamp program is needed to vouch the stability and reliability of local food. Third, it is needed to make a council for the local food price and establish some strategies for better product value. Forth, a policy support regarding 6th industrialization of local food is needed. Fifth, a local food community or cooperative to further networking between the producers and customers should exist. Sixth, in case of a new direct local food store, which is renovated from an existing one, some strong promotions related to the brand new store is needed for stability and impact on regional development.

로컬푸드와 지역운동 네트워크의 발전

이해진(LEE Hae-Jin),이원식(LEE Won-Sik),김흥주(KIM Heung-Ju) 지역사회학회 2012 지역사회학 Vol.13 No.2

이 연구는 로컬푸드 연구의 지평을 넓히기 위하여, 로컬푸드 운동이 지역사회의 문제를 해결하고 대안적 지역발전을 추진하는 지역운동으로서의 가치와 의미를 지니고 있음을 밝히고자 하였다. 이를 위해 로컬푸드를 매개로 지역운동을 재조직화하고 로컬푸드 거버넌스와 사회적 경제 네트워크를 형성함으로써 대안적 지역운동을 전개하고 있는 원주의 사례를 분석하였다. 원주 로컬푸드 운동은 원주 지역운동의 특성인 생명농업과 협동조합운동의 역사와 경험으로부터 배태된 것이다. 이러한 로컬푸드 운동의 배태성은 2000년대 이후 지역문제 해결을 위한 젊은 지역운동 리더들의 전략 및 리더십과 결합되면서, 지역운동 네트워크의 조직화로 이어졌다. 이러한 원주의 지역운동 네트워크는 로컬푸드 운동을 통해 협동조합 지역사회, 로컬푸드 거버넌스, 사회적 경제의 지역화라는 새로운 형태의 지역운동으로 발전하고 있었다. 원주 사례는 로컬푸드 운동이 새로운 지역운동의 확산을 가능하게 하는 매개가 될 수 있음을 확인하여 주었다. 로컬푸드 운동의 확장을 통해 지역자립경제, 지역복지, 지역거버넌스, 내생적 지역발전을 구축하는 토대를 만들 수 있는 가능성을 확인한 것이다. 반면에 원주의 로컬푸드 운동 네트워크는 조직, 운동엘리트, 조합원의 범위를 넘어 지역주민의 참여와 지역사회의 발전에 기여하는 데까지 확장되어야 하는 과제를 안고 있었다. 또한 지자체와 로컬푸드 거버넌스를 구축하는 과정에서도 과잉 제도화의 문제에서 벗어날 필요가 있었다. In order to extend the horizon of local-food researches, the study aims to show that local food movements has been working as local-based movements which pursued solutions to problems in local communities and promoted an alternative local development strategy as their core values and rationales. To accomplish this aim, the study analyses the case of Wonju city in which local movements are reorganized around local-food issues and governance structures and social economic networks are beginning to build leading to an alternative local movement. Wonju’s local food movement is embedded within the historical experiences of life-agriculture and cooperatives movement which are decades-long heritages of the local movements in Wonju. The embeddedness of local movement, combined with the strategies and leadership of those young activists of local movements who have been struggling to solve local problems, leads to organization of local movements networks. These networks of local movements in Wonju are developing into a new form of local movement combined with cooperatives communities, local food governances, and localization of social economies through local food movements. The Wonju case has confirmed that local food movements can be a medium by which diffusion of a new form of local movement is to be activated. That is to say, the Wonju case has demonstrated the possibility that an autarky of local economy, local welfare, local governance and endogenous local development can all be built on the same foundation, the expansion of local food movements. However, the case study has also revealed that the local food movements networks in Wonju have to go beyond current boundaries of organization, elite leaders, and rank-and-file members towards attracting residents participation and deriving local communities development. In addition, it has also been shown that the local food movements networks need to overcome the problem of over-institutionalization in the processes of developing local food governance structures with local governments.

향토음식의 스토리텔링 적용 사례연구

최정숙 ( Jeong Sook Choe ),박한식 ( Han Sik Park ) 한국식생활문화학회 2009 韓國食生活文化學會誌 Vol.24 No.2

The purpose of this study is to present the scheme that can enhance the value of native local foods by analyzing the case into which storytelling is incorporated in order to revitalize native local foods. Towards this end, the cases of native local foods throughout the country were recommended through professional survey and one region among them was finally selected through the field study. The survey on the native local foods was conducted through qualitative study. The four stages of storytelling: the findings of storytelling, the production of storytelling, the experience of storytelling, and sharing of storytelling were analyzed by stage and the contents of the survey by stage were developed. In the findings of story, the origins and background of the main family`s foods and food-related stories were derived. The production of stories deals with how to convey the stories of surveyed native local foods to consumers and it presented the stories about the place and food menu. In the experience of storytelling, the physical environment and non-physical environment, in which people visit native local eating houses and experience native local foods were analyzed. Finally, in the sharing of story, how the tourists who have experienced the native local foods make stories and disseminate and share them was analyzed. The significance of this study is that through the storytelling technique it presented the findings, production, experience and sharing of native local foods in the level that can apply to practical business. Although the research is in the stage of inquiry, this study is meaningful in that it presented the basic methodology that can induce the revitalization of the native local food industry through examining the tradition and significance of native local foods that can be found in all the regions of the country.

로컬푸드에 대한 지식과 가치인식에 관한 연구 - 지식과 가치인식에 따른 유형분류 및 구매관련 특성 분석 -

홍은실 한국지역사회생활과학회 2019 한국지역사회생활과학회지 Vol.30 No.1

The aim of this study was to categorize household food purchasers based on their knowledge and values of local food and to analyze their purchase characteristics. A total of 500 on-line questionnaires were surveyed nationwide for this research. Statistical analysis was achieved by one-way ANOVA, Duncan’s multiple range test, χ2, and Ward' hierarchical cluster analysis with a total of 500 questionnaires. All surveyed household food purchasers were classified into four clusters of categories based on the mean scores of knowledge and values in local food. A total 47.4% of household food purchasers belonged to Cluster 1 category, which showed higher points on the knowledge and values of local food. The Cluster 1 group showed the highest levels of attitude, purchase intention, purchase satisfaction, purchase frequency, and cost of local food. Cluster 2 comprised 14.0% and this group scored high points on the perceived values. The Cluster 2 group showed a high level of attitude, purchase intention, purchase satisfaction, purchase frequency, and cost of local food. Cluster 3 occupied 17.4% and this group scored low on the perceived values but highest on the knowledge of local food. The Cluster 3 group showed a low standard of purchase ratio of local food, local food attitude, purchase intention, purchase satisfaction, and purchase frequency but scored a high level of purchase cost of local food. Cluster 4 contained 21.2% of household food purchasers whose scores of the knowledge and values of local food were low. The Cluster 4 group showed the lowest level of attitude, purchase intention, purchase satisfaction, purchase frequency, and cost of local food. These results suggest that household food purchaser’ knowledge and values of local food are important for forming a positive attitude and purchase intention of local food, and high satisfaction. This study is expected to contribute to the consumer education programs and local food marketing.

대전ㆍ충청지역 소비자의 로컬푸드 인식 유형에 따른 구매행태와 만족에 관한 연구

김종남,구혜경 한국지역사회생활과학회 2020 한국지역사회생활과학회지 Vol.31 No.3

This study confirmed consumers’ perception of local food in Daejeon and Chungcheong Province and classified consumers. Consumers were divided into apathy group, non-trusting group, preference group and high-involvement group. The main influence of local food perception type was satisfaction with the social contribution of local food. In particular, if they were not willing to make additional payments to local food, they were more likely to belong to a non-trust group, and the more satisfied they were with the freshness of local food, the more likely they were to belong to the preference group. The higher the satisfaction level with the safety of local food, the higher the probability of belong to high-involvement group. In order to revitalize local food, it will be necessary to clarify policies that enhance the safety of local food and strengthen PR and consumer education on the social value of local food.

우리나라 로컬푸드 정책의 방향

김종덕(KIM Jong-Duk) 지역사회학회 2008 지역사회학 Vol.9 No.2

본 연구에서는 우리나라에서 접점 더 비중이 높아지고 있는 글로벌 푸드의 폐해에 대해 살펴보고, 근래 들어 관심의 대상이 되고 있는 로컬푸드의 이점에 주목하였다. 연구자는 우리나라에 로컬푸드의 확산을 위해 로컬푸드 정책이 필요하다고 보고, 외국의 로컬푸드 정책과 우리나라의 상황을 반영하여 우리나라 로컬푸드 정책의 방향으로 다음을 제시했다. 첫째, 생산자와 소비자들에게 로컬푸드의 중요성을 인식하도록 하는 법 제정이 이루어져야 한다. 둘째, 로컬푸드의 생산과 소비를 지원하는 제도와 프로그램의 도입이 필요하다. 셋째, 우리나라에서 로컬푸드 정책은 로컬푸드의 소비 못지않게 생산에도 초점을 맞출 필요가 있다. 넷째, 기존의 법 중에서 로컬푸드의 확산을 가로막는 법을 정비해야 한다. 다섯째, 로컬푸드의 확산에 지방정부가 중요한 역할을 할 수 있다는 것에 주목해야 한다. 여섯째, 로컬푸드의 확산에 “소비자와 함께 하는 농업”에 대한 인식이 중요한 기여를 할 수 있다. 따라서 로컬푸드 정책은 생산자와 소비자의 연결을 촉진하는 데 초점을 맞추어야 한다. The purpose of this study was to research the bad effect of global food which have been getting more concerns in Korea and to focus on the benefits of local food. The author thinks that the policy of local food should be needed to spread out local food in Korea and suggests some policy directions for Korean local food. These policy directions are as follows; Establishment of a constitution to recognize the importance of local food to producers and consumers. Introduction of local food systems & programs. More concerns over the productivity than the consumption of local food in Korea, Amendment of the current constitution which is against the development of local food. Concentration on the important role of local government for local food development, Agriculture with consumers can make a major contribution to the development of local food. Therefore, the policy of local food should promote the connection between food producers and consumers.

로컬푸드에 대한 가치인식이 구매 및 체험에 미치는 영향

원미경 ( Mi Keyoung Weon ),박영희 ( Young Hee Park ),이연정 ( Yeon Jung Lee ) 한국식생활문화학회 2015 韓國食生活文化學會誌 Vol.30 No.1

This study was conducted to examine the effects of local food value perception on purchasing and experience in consumers. χ 2-test, ANOVA, and linear regression analysis were conducted. The findings are summarized as follows: The most common place for buying agricultural products was ‘hypermarkets’ (41.7%), and the most important factor for purchasing local food was ‘local government’s certification products’ (23.7%). The most important value recognition item for local food was ‘I think that local food is a high-quality agricultural products.’ (3.74 points), followed by ‘I think that local food have a value of respect for customers’ (3.61 points) and ‘I have a faith for the local food.’ (3.61 points) in that order. The main tourism experience activity was ‘food experience’ (49.0%), and information source of local food experience tourism was ‘mass media (TV, newspapers, etc.)’ (37.3%). As age increased, experience of local food also increased. The most effectual value recognition item for purchasing local food was ‘I think that local food have a value of respect for customers’. The most effectual value recognition item for increasing intake experience of local food was ‘I think that the local food is high-quality agricultural products’.

식품선택 동기와 시장환경이 로컬푸드 구매에 미치는 영향 : 서울과 수도권을 중심으로

박예슬,이성림,황혜선 한국소비자정책교육학회 2015 소비자정책교육연구 Vol.11 No.1

본 연구는 소비자에게 안전하고 건강한 식품을 제공하고 소비자와 생산자 모두의 경제적 이익, 지방경제 활성 화, 환경오염 감소, 식량주권 확보에 도움이 되는 로컬푸드의 소비 촉진을 위하여 우리나라 인구의 약 40%가 밀 집되어 있는 서울과 수도권의 로컬푸드 구매실태를 살펴보고 로컬푸드 소비행동에 영향을 미치는 소비자의 내적 요인과 시장환경요인을 살펴보고자 하였다. 소비자의 내적 요인인 식품선택의 동기와 외적 요인인 시장환경이 로 컬푸드 구매에 어떠한 영향을 미치는지 살펴봄으로써 로컬푸드 소비 증진을 위한 소비자․생산자를 모두 고려한 효과적인 정책의 기초 자료를 제공하는 것을 목적으로 한다. 본 연구는 주로 식품을 구매하는 주체인 주부 중 수 도권에 거주하는 20대에서 50대 사이의 주부 381명을 대상으로 2014년 5월 30일에서 6월 2일까지 4일간 온 라인 설문조사를 실시하였다. 연구 결과를 요약하면 다음과 같다. 로컬푸드 구매에 유의한 영향을 미치는 요인은 사회인구학적 특성 요인 변수에서는 가족에 영유아 자녀가 있는 경우, 농촌․주말농장 경험이 있는 경우가 로컬 푸드 구매에 유의한 영향을 미쳤다. 식품선택 동기 중에서는 이타적 동기, 건강 및 안전 동기, 경제 및 편의성 동기가 유의한 영향을 미쳤고, 외적환경 변수인 로컬푸드 시장장애와 로컬푸드 시장신뢰 모두 로컬푸드 구매에 유의한 영향을 미치는 것으로 나타났다. 로컬푸드 구매를 촉진하기 위해 구매저해요인으로 규명된 높은 가격이나 낮은 구매편의성을 개선하기 위한 인센티브제도 및 구매지원서비스와 구매촉진요인의 활성화를 위한 교육 및 정 책적 지원을 제안하였다. This study investigated the effects of internal and external factors on consumption of local food based on the A-B-C behavioral model. The purpose of this study is to suggest implications to promote local food consumption. The extent of local food consumption was defined by the proportion of total food expenditure spent on local food. The internal factor was defined by food choice motivations; the external factor was measured in the perceived barriers and confidence in the current local food market. Data were collected by the online survey method from May 30th to June 2nd 2014 with questionnaires from 381 married women living in Seoul and the suburbs of Seoul. The major findings are as follows. First, farming/weekend farm experience and living with a infant are positively associated with local food consumption. This results suggest that consumers who have a chance to experience local food production are more likely to purchase local food. Second, it was proved that the higher the altruistic and health/safe motive is, the more the local food consumption is. On the contrary, economy/convenience motive is negatively associated with local food consumption. Third, among the external conditions, perceived market barrier is negatively, but local market confidence is positively associated with local food consumption. Familiarity with local food, altruistic attitude, and health/safe food choice are the key factors affecting local food consumption. Based on the results, policies and educational supports to promote local food consumption are suggested.