유기농산물 소비자인식이 재구매의사에 미치는 영향 = Effects of Consumer Awareness of Organic Agricultural Products on Repurchase Intention

다국어 초록 (Multilingual Abstract)

Purpose – The number of consumers adopting a lifestyle of health and sustainability has recently increased with the rise of trends in healthy living. The size of the organic agricultural product market has also increased given that these consumers prefer consuming environmentally friendly products that promote family health. However, awareness of organic agricultural products remains insufficient because of the characteristics of the Korean organic agriculture system, which only focuses on food safety inspection. The object of this research is to suggest a policy approach to increase understanding and to expand the purchasing of organic agricultural products by analyzing the influence of customer recognition of such products on their willingness to repurchase.
Research design, data, and methodology – This study used binomial logistic regression analysis with the aim of explaining the effects of consumers’ socio-demographic characteristics, their awareness of the equivalence arrangement for organic food and of the abolishment of low-pesticide agricultural product certification, and their viewing of negative broadcasts about organic agricultural products on their repurchase intention of such products. A questionnaire survey was conducted with 655 re-spondents who were in their 20s, lived either in Seoul or in its metropolitan area, and had purchased organic agricultural products.
Result – From the results of the analysis, the majority of the respondents recognized organic agricultural products, but they found their prices to be expensive. The majority of the respondents were also aware of the certification system and the reliability of organic agricultural products. However, the results indicate that efforts need to be made to recover consumer trust as many respondents stated that their trust levels in these products were low. In general, those purchasing organic agricultural products were satisfied, but those answering "very satisfied" were not in the majority.
Binomial logistic regression analysis results revealed that repurchase intention decreased as consumers viewed a greater number of negative broadcasts about these products. On the other hand, repurchase intention increased as they became more aware of the abolishment of low-pesticide certification.
Repurchase intention also increased as income increased, as the number of family members decreased, and when a consumer was a member of a consumer organization. In addition, the older the consumers were who watched the TV programs, the smaller the number of family members that were aware of the abolishment of low-pesticide agricultural product certification and, the higher the income of the consumers aware of organic equivalence arrangement, the greater their repurchase intention.
Conclusion – External stimuli, such as negative TV programs on organic agricultural products and the abolishment of the low-pesticide agricultural product certification, relevant social issues and systems, influence consumer repurchase intention. To that end, positive environmental and ecological broadcasting about organic agricultural products would contribute to an increase in purchasing. Additionally, this could be used for promotion and marketing plans as the results indicate that trust in organic agricultural products would cause a positive repurchasing effect.

참고문헌 (Reference)

1 박근아, "친환경농산물 소비확대에 영향을 미치는 요인 분석" 한국유기농업학회 22 (22): 381-395, 2014

2 김호, "유기농산물의 유통실태 분석과 발전방안" 한국유기농업학회 18 (18): 489-509, 2010

3 유소이, "유기농 식품에 대한 소비자의 구매의도 영향요인 분석" 한국산업경제학회 21 (21): 441-460, 2008

4 서환석, "소비자의 주관적 지식과 브랜드 이미지가 친환경농산물 구매에 미치는 영향" 한국유기농업학회 23 (23): 185-206, 2015

5 사지연, "소비자불안의 수준과 영향요인: 유전자재조합식품, 식품첨가물, 광우병을 중심으로" 한국소비자학회 25 (25): 145-172, 2014

6 김미송, "소비자 특성과 소비자 신뢰가 친환경농산물의 구매의도에 미치는 영향 분석" 한국유통과학회 11 (11): 45-53, 2013

7 Kim, Tae-Yeon, "The establishment of an orderly environment-friendly agriculture" 187 : 3-7, 2014

8 Taylor, J. W, "The Role of Risk in Consumer Behavior" 38 (38): 54-60, 1974

9 Michaelidou, N., "The Role of Health Consciousness, Food Safety Concern and Ethical Identity on Attitudes and Intentions towards Organic Food" 32 (32): 163-170, 2008

10 Kim, Jung-Hyeon, "The Effect of Negative Information Exposed through Mass Media on Customer's Attitude toward Fast-food Franchise" University of Seoul 2008

11 Cox, D., "Risk Taking and Information Handling in Consumer Behavior. Boston: Division of Research" Harvard University 1967

12 Jeong, Hak-Gyun, "Response Strategy to the Abolishment of Low-Pesticide Agricultural Product Certification" KREI 2013

13 Kim, Chang-Gil, "Production Status and Market Prospects for Environment-Friendly Agricultural Products in 2015"

14 Kim, Chang-Gil, "Production Status and Market Prospects for Environment-Friendly Agricultural Products in 2012" KREI 2012

15 Gracia, A., "Organic Food Product Purchase Behaviour : A Pilot Study for Urban Consumers in the South of Italy" 5 (5): 439-451, 2007

16 KBS, "KBS Panorama: Truth of Environment-friendly organic agriculture. aired on Jul. 31 and Aug. 7, 2014"

17 Lim, Hui-Seon, "Equivalency Arrangement of Organic Food Regulation with Counties and Our Strategic Response" Dankook University 2013

18 Teng, C., "Decisional Factors Driving Organic Food Consumption" 117 (117): 1066-1081, 2015

19 Jeong, Jong-Seong, "Consumer’s Food Safe Sensitivity Index Development and Empirical Analysis" Jungang University 2012

20 Hjelmar, U., "Consumers’ Purchase of Organic Food Products. A Matter of Convenience and Reflexive Practices" 56 (56): 336-344, 2011

21 Marlier, E., "Biotechnology in Public, a Review of Recent Research" Science Museum 52-108, 1992

22 Jeong, Hak-Gyun, "Analysis of Consumption Situations Towards Homemade Organically Processed Food" KREI 2011