16(3)-05.fm

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1 w z wz 16(3) : 386~397, 2011 Korean J Community Nutr 16(3) : 386~397, 2011 DOI: /kjcn ey w ½ Á y û w y w w y w 5IF)PVTFXJWFT1VSDIBTF#FIBWJPSTPO&OWJSPONFOUGSJFOEMZ"HSJDVMUVSBM 1SPEVDUTJO%BFKFPO"SFB *O+VOH,JN+PPO)P-FF Department of Consumers' Life Information, Chungnam National, Daejeon, Korea "CTUSBDU This study was to investigate the housewives purchase behaviors on the environment-friendly agricultural products (EFAP) by survey in Daejeon area housewives. 390 questionnaires were used and analysed. Most of the subjects were female (92.6%) distributed evenly in their 40 s (55.4%), and graduated from high school (43.6%) or college (36.4%). Subjects occupation was most housewives (64.1%) and 77.4% of the subjects had monthly family income of 2 million won or more. 76.9% of the subjects had purchased EFAP already. The reason of purchasing EFAP was mainly good for health (80.3%), and reason for non-purchasing was high prices (28%) or not so trustworthy (25.6%). The most purchasing frequency was once a week (29%). 46.7% of the subjects spent 20% of their agricultural product cost for EFAP and 38.7% of them spent less than 30,000 won per month for EFAP. On checking of EFAP labeling, the housewives scored 3.59 for the validate date, 3.25 for the place of origin, 2.8 for the quality certification mark by 4-point Likert scale. 65.1% of the subject had intention to increase purchasing of EFAP in future. To promote the consumption of EFAP, the improvement factors were price-cutting (47.9%), trust on producers (18.2%) and quality betterment (17.7%). Accordingly, the consumers prefer EFAP for wellbeing health of families; however, they hesitate to buy due to their high price and the low reliability on producers of EFAP. Thus the producers and the related organization of EFAP should contrive proper countermeasures to increase consumer's satisfaction level on their credibility and price of EFAP. (Korean J Community Nutr 16(3) : 386~397, 2011) KEY WORDS : environment-friendly agricultural products (EFAP)Ápurchase behavior õ # r# qp #p # # t # o t# # q#pe t# p #p # # p#o # #s p#e p# # #r #kp#te p# sl #mk #kr p# #vrp#e s # #p 1# # # # p #p # p p# op # #q #e# k r p=#5344 #7o#55p#r rp=#5344 #8o#44p# r }ˆp=#5344 #9o#54p#}ˆ Corresponding author: Joon-Ho Lee, Department of Consumers Life Information, Chungnam National, 99 Daehangno, Yuseong-gu, Daejeon , Korea Tel: +042) , Fax: (042) joonho@cnu.ac.kr Ê np #p #mmp#v #pl# p#vr# rl # q p# e # kvl# # l# # n # # l #p 1 # lp# n#l # # p# # /#o /#p # #tn l # # p#te # d+olih Vw oh#ri#khdowk#dqg#vxvwdlqdelolw /#ORKDV, # #4<<3 #p #o # p# #53(#p #v # p #p +Nlp# #533;d,/# l <3 # #r # rp#o r}p# v lp# # # l#p +Nlp#533<,1 n #4<<7 # l# l # m /#4<<: l # lp#o m# lo p#rr mp #4<<< l # l#vr#v r # p m /#5334 l # lo #8 p l# # l#o p#q #p +Mhrqj#5339,1 386

2 ½ Á yá387 # #eq #533; l#k#6s#5/333l op #r #7:(#r # q m 1# l#pv rp#5333 #5/36< kdl #533; #4:7/43: kd # #:717(#v /#pv p#5333 #68/739Šl #533; 5/4;;/644Šp # #9:17(# v m +Nlp# #533<,1 +Hqylurqphqw0Iulhqgo # Djulfxowxudo Surgxfwv>#HIDS,p#4<<: l#rr #Ë lo Ël#p #}p#rp l # p# # ql kr # p# #o # k # # # ~ r# # qq #r # n v#k /# p# n l# # p# # # nqq# l# #o /# # k# /#r# k# p#6s l # lo # rl# #5343 #r k#e pvp#t /#5348 #r# k#pvp#m r # v +Qdwlrqdo#Djulfxowxudo#Surgxfwv#Txdolw Pdqdjhphqw#Vhuylfh#5343,1 lp#zwr# #~r# l # e# p # q k# #n # lp# sr pq# p # # l#o p# ˆp#k # p# r # l 1#pl r #5339 #5343 v# r5 # # lo 8 # p#ee l#5346 l # l# v#83 m# # lv #4833 #s l# # l p#v rp # # p# #p +Nlp#533<,1 #eqp# #mkë rë l # qp#e # lp# Ž# k# # lp# l# #m p# # 1# # # #eqp# #ppl # /#o lp# /# p# eˆ/#o # k# # # sp#l +Nlp 5334># Ohh# 5335># Mdqj# 5339># Nlp# 5339># Ohh# ) \xq#533:>#nlp#533<>#\dqj#533<, # p# m#pp p# # #o # q #pn # # l# # #l # s #erp 1 # #l # rvl#t #tep # # p#kk #o l/# p#pn # s /# # #v #p # #vp#o # r l# #s m /#s qp#p r# l# # p #p v#kk q# m 1, # r m /# # p# #833 p# p # rl# p l #s # np# /# p p# # s# l# p# # v # km # ep s #ee m 1# #l l# n # v #t #63 p# p #m s #ee # # rë m l# n m 1#533: #45o#8p #45o#53p v#48p # v##833 # l# # v#74: + p> ;617(,#t#p p# # p#rn #6<3 #l l n+ } p#<618(, m 1 ò Ýßá # l# # #l +Nlp#5338>#Ohh#5339, # # #l p# rl#r # p# # rë m l# v #q m 1#s # qp#p rp# p kk #o l# /#l /# /#vl/#o # p # p# l#s m 1# # # p#p n p#kk #o # p #o /# # # #p o/# # /# # p n#t# v # p/# p / p# /# pq # # rnp/# e# q#n rp # /# Ëkr Ë l# # s /# e pr p#44 p # l#s m 1# #t# /#k r /# p# s l# #p l# n #} #8r#} # n# s +4r, n# s +8r,p #r m p /# e # p#r #7r# rp # p# p v#k +4r, # p# +7r, # l#r m 1 r # p # #r # p# p # m 1# #eqp# r#r p#kk #o l# # v p /# vp#o # npl# # p # l s m 1 ÌæõÝ Ð v #q #VSVV2ZLQ#surjudp+Yhu1#4513,p# n l# m 1#s qp#p r# # # p# # pp# mp #olnhuwr p# # t # m #v # p#op # vp#o #χ 5 0whvw/#w0 whvwm#po +Rqh0zd #DQRYD,p# n mp p #Gxqfdq*v#pxowlsoh#udqjh#whvw #pn m 1 óýßá Š Œ ò óý #l #l qp#pp vl#p # rel# q #8 #ËtË + #4 /# #5 /#o #5 ò ó Þ Wdeoh#4l # # m# p#s q##6<3 #t#l q #<519(/# q #:17( #lq # pl 1#l #

3 388Áey w #73 #8817( # q# k /# # pp #63 581<(/#83 #4714(# p # ˆ 1# p# sp 7619( # q# k /# sp#6917(/#r s#4516(# p # ˆ # o tp# r# p# pl 1#vlp#rl t #9714( # k /# lt #681<(pl 1#o p# o# p#7<15( # q# k /# # pp # o# p#561;(/#533 o# p 5519(# p # k 1 l# p# p #p p# q# p# p #s l +Wdeoh#6,1# #t # p# p v#k #pol# l# tp p# n l#s # /# p# e 6;1<( # q# k /# v#e # v#kk #6819(/ n# l#ž q #ll #5718(/# s# l# s # #5515(/# p#vr#q # 4616(# p # ˆ +Wdeoh#7,1 Š òù ÝÑ Š Ù # p #o l # p # p#p #p q #633 +:91<(,/# p # p#l #p q #< (,p # ˆ +Wdeoh#5,1 ÒÝé Ò p# p # p#p #t l # p# p #po # sp# p#o l #;316( # v mp /# v # p#sk #<(/# v #to p# o #916(# p # ˆ /# sp# p#o Table 1. General characteristics of the subjects Gender Family monthly income Male Female Unemployed < (887.4) 1) 361 (892.6) 1) 8 (882.1) 1) 101 (825.9) 1) 216 (855.4) 1) 55 (814.1) 1) 10 (882.6) 1) 18 (884.6) 1) 170 (843.6) 1) 48 (812.3) 1) 142 (836.4) 1) 12 (883.1) 1) 250 (864.1) 1) 140 (835.9) 1) 88 (822.6) 1) 192 (849.2) 1) 93 (823.8) 1) 17 (884.4) 1) Total 390 (100.0) 1) 1) N (%) Table 2. Purchased experience of environment-friendly agricultural products Purchased 300 (876.9) 1) Non-purchased 90 (823.1) Total 390 (100.0) 1) N (%) Ò ý òù é é é t p# # l# # #Wdeoh#8 m# 1#4tpl# r # p #p #t 5<(/# # l# r # p+4<16(,/#48pl# r p+481:(,/# ˆ+4516(,/#5Ë6pl# #r # p +431:(,/#7Ë8pl# r # p+43(,/# p# p+6(, p # ˆ #4tpl#4 #p # p #p # pp 851:( # v l# r#qt# p# p pl 1 p# #t p#l /# /#o l# #op # p #ll /#vl # l#rlt #4tpl# r # p+641:(,p# q# kp #48 pl# r # p+4919(,/# # l# r # p +4619(, pl /# lt # # l# r # p +631:(,p# q# k #ptpl# r # p+561;(,/ Table 3. Reasons on purchasing environment-friendly agricultural products Good for health 241 (880.3) 1) Good taste and quality 27 (889.0) By recommendation of acquaintances 19 (886.3) For helping of environmental preservation 9 (883.0) Others 4 (881.4) Total 300 (100.0) 1) N (%) Table 4. Reasons on non-purchasing environment-friendly agricultural products 1) High prices 35 (38.9) 2) Not so trustworthy 32 (35.6) There is not near EFAP market 22 (24.5) Because of satisfying with non-efap 20 (22.2) Because of cultivating EFAP 12 (13.3) Bad freshness and appearance 2 (82.2) Others 2 (82.2) 1) Multiple response, 2) N (%) (Total N = 90)

4 ½ Á yá389 Table 5. Purchasing frequencies of environment-friendly agricultural products N (%) 5 (51.7) 86 (28.7) 163 (54.3) 40 (13.3) 6 (52.0) 12 (54.0) 125 (41.7) 34 (11.3) 119 (39.7) 10 (53.3) 101 (33.7) 199 (66.3) Family monthly income < (18.7) 147 (49.0) 83 (27.7) 14 (54.7) Everyday 1) 2 (52.3) 1) 5 (53.1) 1) 2 (55.0) 1) 1) 1) 4 (53.2) 1) 1 (52.9) 1) 2 (51.7) 1) 2 (20.0) 1) Once in 2-3 days 10 (11.6) 17 (10.4) 4 (10.0) 11 (58.8) 4 (11.8) 16 (13.4) 4 (54.0) 1) 8 (57.9) 5 (52.5) 1) 24 (12.1) 1 (51.8) 1) 6 (54.1) 1) 2 (52.4) 1) 1) 7 (12.5) 13 (58.8) 11 (13.3) 1 (57.1) Once in 4-5 days 10 (11.6) 18 (11.0) 1 (52.5) 1 (58.3) 14 (11.2) 2 (55.9) 12 (10.1) 9 (58.9) 21 (10.6) 8 (14.3) 12 (58.2) 7 (58.4) 3 (21.4) Once a week 26 (30.2) 44 (27.0) 15 (37.5) 1 (16.7) 2 (16.7) 36 (28.8) 10 (29.4) 36 (30.3) 3 (30.0) 24 (23.8) 63 (31.7) 12 (21.4) 41 (27.9) 25 (30.1) 9 (64.3) Once in 15 days 13 (15.1) 27 (16.6) 7 (17.5) 2 (16.7) 19 (15.2) 4 (11.8) 20 (16.8) 2 (20.0) 14 (13.9) 33 (16.6) 6 (10.7) 26 (17.7) 15 (18.1) Once a month 14 (16.3) 35 (21.5) 6 (15.0) 2 (33.3) 6 (50.0) 24 (19.2) 8 (23.5) 19 (16.0) 31 (30.7) 27 (13.6) 13 (23.2) 29 (19.7) 16 (19.3) Others χ 2 11 (12.8) 17 (10.4) 5 (12.5) 3 (50.0) 1 (58.3) 17 (13.6) 5 (14.7) 14 (11.8) 11 (10.9) 26 (13.1) 9 (16.1) 20 (13.6) 7 (58.4) 1 (57.1) Total 9 (53.0) 1) 32 (10.7) 30 (10.0) 87 (29.0) 47 (15.7) 58 (19.3) 37 (12.3) 1) N (%), *: p < * pl# r # p+461<(, p # ˆ #rlt lt l# # p#qt# p # p # ˆ +s?3138,1 # # p #t# p# v # pp Wdeoh#9 # 1# # p ## # p p#53(r # # n+791:(, # q# k /#73(r +541:(,/#93(r +4916(,# pl 1# # l ts#v p#8;16(/# s#8317(/#r s#83(/# s#p qp#7415( ## # p #t# p# v # pp#53(r # m # os#v l #83(p#p q ## # p #t# p# v # pp#;3(r # #p l#v # l#op p #pl +s?3138,1# rp #oprp# p ˆ lv #p # p# n# #3p#v p#pl p# l #r p#p 1 # # # pl#v # nl# #s #Wdeoh#: # p# 6 o# +6;1:(,/# 6 8 o +59(,/# 8 43 o# +4<16(,# p # # # # pl#v # np#6 o p# q# k 1# # # l#ts#p qp#:8(/# s#771;(/ r s#6;15(/# s#641<( # 6 o# p # l# q# p# pp# v mp # os#v l 6 8 o# +73(,p# q# k#v # l#op # p #plp +s?3134,/#o # # l#533 o p# r#t#8817(/# o# p# r#t 7618( # 6 o# p # l# q# p# pp# v mp # o# p# rl # 6 8 o# +6416(,p#v #p p# q# k #933 o#p p# rl # 6 8 o# +681:(,/# 8 43 o# +681:(, #v #p p# k#o #v # l#op # p #pl +s?31334,1# rp #opr p# p # ˆ lv #p # p# n# #3p#v p#pl# p# l #r p#p 1 Š òù # p# l# #s # #Wdeoh#;l # ˆ # m# p# #o4 +59(,/#5 ol# (,#r p /# p v#k #p p#6;( # q kp /# #6 ol#4 +491:(,/#o4 +43(, # k # p v#k #p p#7;1:( # q# k 1#} # t4 +681:(,/# o (,/# p v# k +491:(, p #t4 # p #p p# q# kp / p #t (,/#o4 +4<16(,p # p v#k # p p# 6413( # q# k 1# o # o5 +4;16(,/#t4 +471:(, # k # p v#k #p p#7:( # q# kp /#k #t4 +5<(,/#o4

5 390Áey w Table 6. Purchasing ratio of environment-friendly agricultural products among total agricultural products Family monthly income < 200 N (%) 20% 40% 60% 80% 100% χ 2 5 (551.7) 86 (528.7) 163 (554.3) 40 (513.3) 6 (552.0) 12 (554.0) 125 (541.7) 34 (511.3) 119 (539.7) 10 (553.3) 101 (533.7) 199 (566.3) 56 (518.7) 147 (549.0) 83 (527.7) 14 (554.7) 1)) 38 (44.2) 1) 78 (47.9) 1) 2 1) 3 (50.0) 1) 7 (58.3) 1) 63 (50.4) 1) 17 (50.0) 1) 49 (41.2) 1) 4 (40.0) 1) 19 (22.1) 39 (23.9) 5 (12.5) 1 (16.7) 33 (26.4) 9 (26.5) 22 (18.5) 56 (55.4) 1) 22 (21.8) 84 (42.2) 1) 43 (21.6) 34 (60.7) 1) 70 (47.6) 1) 31 (37.3) 1) 5 (35.7) 1) 11 (19.6) 34 (23.1) 17 (20.5) 3 (21.4) 2 (40.0) 17 (19.8) 22 (13.5) 6 (15.0) 2 (33.3) 4 (33.3) 13 (10.4) 4 (11.8) 28 (23.5) 15 (14.9) 34 (17.1) 6 (10.7) 19 (12.9) 20 (24.1) 4 (28.6) 12 (14.0) 23 (14.1) 9 (22.5) 0 ( 0.0) 1 (58.3) 16 (12.8) 4 (11.8) 19 (16.0) 5 (50.0) 8 (57.9) 37 (18.6) 5 (58.9) 24 (16.3) 14 (16.9) 2 (14.3) 1 (0.6) 1 (0.8) 1 (0.5) 1 (1.2) Total 300 (100.0) 140 (46.7) 1) 65 (21.7) 49 (16.3) 45 (15.0) 1 (0.3) 1) N (%), *: p < * Table 7. Purchasing cost of environment-friendly agricultural products per month <200 Family monthly 200 ~ < 400 income 400 ~ < 600 N (%) < 30,000 5 (51.7) 86 (28.7) 163 (54.3) 40 (13.3) 6 (52.0) 12 (54.0) 125 (41.7) 34 (11.3) 119 (39.7) 10 (53.3) 101 (33.7) 199 (66.3) 56 (18.7) 147 (49.0) 83 (27.7) 14 (54.7) 1) 35 (40.7) 1) 65 (39.9) 1) 11 (27.5) 1) 4 (66.7) 1) 9 (75.0) 1) 56 (44.8) 1) 11 (32.4) 1) 38 (31.9) 1) 2 (20.0) 1) 30,000 50, (20.9) 45 (27.6) 14 (35.0) 1 (16.7) 2 (16.7) 33 (26.4) 13 (38.2) 26 (21.8) 4 (40.0) 46 (45.5) 1) 28 (27.7) 70 (35.2) 1) 50 (25.1) 31(55.4) 1) 64(43.5) 1) 19 (22.9) 1) 2 (14.3) 1) 13 (23.2) 34 (23.1) 26 (31.3) 5 (35.7) 50, ,000 3 (60.0) 17 (19.8) 32 (19.6) 5 (12.5) 1 (16.7) 1 (58.3) 18 (14.4) 7 (20.6) 29 (24.4) 3 (30.0) 19 (18.8) 39 (19.6) 11 (19.6) 23 (15.6) 19 (22.9) 5 (35.7) 100, ,000 8 (59.3) 12 (57.4) 8 (20.0) 16 (12.8) 12 (10.1) 6 (55.9) 22 (11.1) 1 (51.8) 19 (12.9) 8 (59.6) (unit : Won) 150,000 χ 2 8 (59.3) 9 (55.5) 2 (55.0) 2 (51.6) 3 (58.8) 14 (11.8) 2 (52.0) 18 (59.0) 7 (54.8) 11 (13.3) 2 (14.3) Total 300 (100.0) 116 (38.7) 1) 78 (26.0) 58 (19.3) 28 (59.3) 20 (56.7) 1) N (%), **: p < 0.01, ***: p < ** *** Table 8. Purchasing frequencies of environment-friendly agricultural products's food groups Food groups Once a week Twice a month Once a month Every other month Every three month Non-purchase Cereals 11 (53.7) 1) 16 (55.3) 78 (26.0) 43 (14.3) 38 (12.7) 114 (38.0) 300 (100.0) Potatoes 27 (59.0) 1) 28 (59.3) 30 (10.0) 19 (56.3) 50 (16.7) 146 (48.7) 300 (100.0) Vegetables 107 (35.7) 1) 72 (24.0) 38 (12.6) 12 (54.0) 21 (57.0) 50 (16.7) 300 (100.0) Fruits 60 (20.0) 1) 48 (16.0) 58 (19.3) 12 (54.0) 29 (59.7) 93 (31.0) 300 (100.0) Meats 44 (14.7) 1) 55 (18.3) 38 (12.7) 8 (52.6) 14 (54.7) 141 (47.0) 300 (100.0) Eggs 87 (29.0) 1) 49 (16.3) 53 (17.7) 6 (52.0) 10 (53.3) 95 (31.7) 300 (100.0) Others 4 (51.3) 1) 5 (51.7) 1 (50.4) 3 (51.0) 4 (51.3) 283 (94.3) 300 (100.0) 1) N (%) Total

6 ½ Á yá391 +4:1:(, # k #k # # p v#k #p p 641:( # q# k 1 ùýš p# p#q l# #s # l #d + pr,p#pn #t #6613( # q# kp /# # pp # #r Ž q#5413(/# p #vr# p#46(/# # # #431:(# plp # #n# r#e qp #q eqp#pn # m +Wdeoh#<,1 # }# r#npl# l# tp p #s # # } # p# #pp #741:(/# # # # p # #pl #631:(/# # o #5<1:( p # ˆ /# } # p# #pl #qt#pn #p p# q# k +Wdeoh#43,1 Ò ƒ ö Ê È # #e# q#n rp # # l # s #Wdeoh#44 # 1# n # #e 5<(/# vpv #591:(/# mk #491:(/# #461:(/ l# # pƒ #:(/# #91:(# p # ˆ # # #e#n # #e m# vpv #t # m 1#l # # l# #v #op # p #l lp /# vl # l# lt # n # #e +671:(, m# mk +541;, #t # m /#rlt # vpv +6515, m# n # #e +5914, #t # p # ˆ #v # l#op # p #pl +s?3138,1#o # l#533 o# p# r l # n # #e +6317(, /# +5417(, p mp /# o# p# rl #t # vpv +6416(, /# n # #e +5815(, p # Table 9. Purchasing place of environment-friendly agricultural products Supermarket 599 (533.0) 1) Special shop 563 (521.0) Purchase from farmer 539 (513.0) Nonghyup hanaro mart 532 (510.7) Traditional market 525 (558.3) Department store 517 (555.7) Consumer group (Saenghyup) 513 (554.3) Religious organization 559 (553.0) Others 553 (551.0) Total 300 (100.0) 1) N (%) Table 10. Choosing factors of purchasing place 1) Can believe store 125 (41.7) 2) Can buy other goods together 592 (30.7) Near distance 589 (29.7) Good quality 588 (29.3) Various EFAP 546 (15.3) Low price 532 (10.7) Others 552 (50.7) 1) Multiple response, 2) N (%) (Total N=300) Table 11. The most considerable factors on purchasing environment-friendly agricultural products < 200 Family monthly income N (%) Taste 5 (551.7) 5 1) 86 (528.7) 59 (10.5) 163 (554.3) 20 (12.3) 40 (513.3) 10 (25.0) 6 (552.0) 52 (33.3) 12 (554.0) 125 (541.7) 34 (511.3) 119 (539.7) 10 (553.3) 55 (41.7) 17(13.6) 58 (23.5) 11 (59.2) (533.7) 15 (14.9) 199 (566.3) 26 (13.1) 56 (518.7) 57 (12.5) 147 (549.0) 26 (17.7) 83 (527.7) 58 (59.6) 14 (554.7) 5 Appearance & Freshness 2 (40.0) 23 (26.7) 54 (33.1) 8 (20.0) 2 (16.7) 37 (29.6) 13 (38.2) 31 (26.1) 4 (40.0) 35 (34.7) 52 (26.1) 17 (30.4) 37 (25.2) 29 (34.9) 4 (28.6) Nutrition 2 (40.0) 15 (17.4) 28 (17.2) 5 (12.5) 2(16.7) 22 (17.6) 6 (17.6) 20 (16.8) 22(21.8) 28 (14.1) 10 (17.9) 24 (16.3) 11 (13.3) 5 (35.7) Price 7 (58.1) 9 (55.5) 1 (52.5) 2 (33.3) 1 (58.3) 10 (58.0) 2 (55.9) 7 (55.9) 6 (55.9) 14 (57.0) 12 (21.4) 7 (54.8) 1 (51.2) Quality certification mark 22 (25.6) 42 (25.8) 14 (35.0) 2 (33.3) 2 (16.7) 33 (26.4) 2 (55.9) 38 (31.9) 5 (50.0) 16 (15.8) 64 (32.2) 8 (14.3) 46 (31.3) 24 (28.9) 2 (14.3) Maker Others χ 2 10 (11.6) 9 (55.5) 2 (55.0) 5 (54.0) 3 (58.8) 12 (10.1) 6 (55.9) 15 (57.5) 1 (51.8) 7 (54.8) 10 (12.0) 3 (21.4) 1 (0.6) 1 (0.8) 1 (1.0) 1 (1.8) Total 300 (100.0) 41 (13.7) 87 (29.0) 50 (16.7) 20 (56.7) 80 (26.7) 21 (57.0) 1 (0.3) 1) N (%) *: p < 0.05, ***: p < * ***

7 392Áey w m 1# # o# p# rl # n # e +671<(, /# vpv# +5;1<(, p # m /#933 o#p p# rl # mk +681:(, /# n #e +5;19(, # p # mp #v # l#op p #pl +s?31334,1# rp #oprp# p ˆ lv #p # p# n# #3p#v p#pl p# l #r p#p 1 Š òù Ò Ýƒ Ñ # p#e# s #kk #o # /#kr /# p# # p # l#8r#olnhuw#} # # #Wdeoh#45m# 1# # p#e# s # +6195,p# q# k /#kr +618:,/# +6133, pl 1# #t p# /#kr /# l# # s # r m #p#t# l# # s # q# k 1#l # l# l# # s #53 +61;3,/# l# s # ,l # p# p# mp /#op # p #ll 1# #kr l# # s #53 83 #93 #p l# l#op # p # k +s?3134,1# # #kr p#r sl # #61:</#619;p l /# p# op +6153,l # p# s # p# mp # rp #op # p #ll 1#vll # l t #rlt l# # /#kr /# l # p# s p# mp /#o # l# p# o# +61:8,/#kr p# 933 o#p +6197,/# p# 533 o# +6138, # o# +6138, l # s # p# p# mp # rp #op # p #ll 1 Š òù ò Wdeoh#46l m# p# p# e # p#r l # #pv /#o /#o /#o v l# l#7r#olnhuw} #s # /# ~ #t p o +618<, #o v+6158, #t # p m 1#l # l# # o p#53 73 #83 #p l l# pr #op # p # k +s?3138,1# l# # pv #r s#p p#ts/# s pr #op # p # k +s?3138,/# o v p p# o#p +619:,/# s+616:,/# s+6157,/#r s +6135,/#ts+5194,# p #op # p #pl +s? 3134,1#vl # l# # pv # pl#pl#rl t +51;<, # lt +5196,l# # pp# p# m +s?3138,/#o # # pv p# pp o# +51<<,/# 933 o#p +51<7,# p #op # p+s?3138, #plp /# #np# v p#n l#pl #op # p #ll 1 Table 12. The housewives' satisfaction on taste, safety and price of environment-friendly agricultural products 2) N (%) Taste Safety Price 5 (551.7) 86 (528.7) 163 (554.3) 40 (513.3) 6 (552.0) ) b3) b b b a F-value ** (554.0) 125 (541.7) 34 (511.3) 119 (539.7) 10 (553.3) F-value (533.7) 199 (566.3) t-value Family monthly income < (518.7) 147 (549.0) 83 (527.7) 14 (554.7) F-value Total 300 (100.0) ) Mean SD, **: p < ) 5 points Likert scale: 'Very satisfied' (5 points) ~ 'Very dissatisfied' (1 point) 3) Different superscripts in the same column mean significant differences among groups by Duncan's multiple range test (p < 0.05)

8 ½ Á yá393 Š òù Ò ƒ Œ ùé ö Š òù ÒÏ ƒ t p# # p# #v eˆ#p l# # #Wdeoh#47m# 1# s # #p p# q# k#9814( # v p /# p# #491<(/# # p#l #491:(# pl 1#l # #vl m# l# rp #op # p #llp /# p# p p# #v eˆ# p#p # p # ˆ /# o#p p# vqp# n#<419(/# s # Table 13. Checking on environment-friendly agricultural products labeling 2) N (%) Certification mark Valid date 8 (882.1) 101 (825.9) 216 (855.4) 55 (814.1) 10 (882.6) ) a3) a a b b Material composition Origin F-value * (884.6) 170 (843.6) 48 (812.3) 142 (836.4) 12 (883.1) a a b b b a b a b c F-value 3.078* ** 250 (864.1) 140 (835.9) t-value 2.363* < 200 Family monthly income 88 (822.6) 192 (849.2) 93 (823.8) 17 (884.4) F-value 2.676* Total 390 (100.0) ) Mean SD, *: p < 0.05, **: p < ) 4 points Likert scale : 'Always check' (4 points) ~ 'Almost not check' (1 point) 3) Different superscripts in the same column mean significant differences among groups by Duncan's multiple range test (p < 0.05) Table 14. The purchasing intention of environment-friendly agricultural products at hereafter Family monthly income <200 N (%) 8 (552.1) 101 (525.9) 216 (555.4) 55 (514.1) 10 (552.6) 18 (554.6) 170 (543.6) 48 (512.3) 142 (536.4) 12 (553.1) 250 (564.1) 140 (535.9) 88 (522.6) 192 (549.2) 93 (523.8) 17 (554.4) Much increase 2 (25.0) 1) 19 (18.8) 1) 38 (17.6) 1) 7 (12.7) 1) 1) 2 (11.1) 1) 20 (11.8) 1) 10 (20.8) 1) 30 (21.1) 1) 4 (33.3) 1) A little increase 5 (62.5) 69 (68.3) 135 (62.5) 38 (69.1) 7 (70.0) 12 (66.7) 114 (67.1) 26 (54.2) 95 (66.9) 7 (58.3) 20 (14.3) 1) 94 (67.1) 46 (18.4) 1) 160 (64.0) 12 (13.6) 1) 26 (13.5) 1) 23 (24.7) 1) 5 (29.4) 1) 56 (63.6) 124 (64.6) 64 (68.8) 10 (58.8) Not increase Decrease χ 2 1 (12.5) 11 (10.9) 42 (19.4) 9 (16.4) 2 (20.0) 2 (11.1) 33 (19.4) 12 (25.0) 17 (12.0) 1 (58.3) 25 (17.9) 40 (16.0) 17 (19.3) 41 (21.4) 6 (56.5) 1 (55.9) 2 (52.0) 1 (50.5) 1 (51.8) 2 (11.1) 3 (51.8) 1 (50.7) 4 (51.6) 3 (53.4) 1 (50.5) 1 (55.9) Total 390 (100.0) 66 (16.9) 1) 254 (65.1) 65 (16.7) 5 (51.3) 1) N (%), **: p < ** **

9 394Áey w Table 15. The improvement factors for consumption promotion of environment-friendly agricultural products 1st 2nd 3rd Price cutting 187 (247.9) 1) 51 (213.1) 64 (216.4) Trust on producer 71 (218.2) 105 (226.9) 70 (217.9) Reinforce promotion 24 (226.2) 42 (210.8) 37 (229.5) Diversity of purchasing place 20 (225.1) 61 (215.6) 78 (220.0) Quality betterment 69 (217.7) 101 (225.9) 86 (222.1) Enhancement of the quality certification system 18 (224.6) 29 (227.4) 54 (213.8) Others 1 (220.3) 1 (220.3) 1 (220.3) Total 390 (100.0) 390 (100.0) 390 (100.0) 1) N (%) vqp# n#;;( # p# # # # #plp # # l#op # p #pl +s? 3134,1#o # l#533 o# p# l #s # +9619(,/# # p#l +4<16(,# p #p m /# o# p# l #s # +9719(,/# # p#l +5417(, plp /# o# p# l #s # +9;1;(,/# p# +571:(,# p /#933 o#p # l #s # +8;1;(,/# p# +5<17(,# p # ˆ # p# #v eˆ #p p# kp # # l#op # p #pl +s?3134,1# rp #opr p# p # ˆ lv #p # p# n# #3p#v p#pl# p# l #r p#p 1 Š òù ùé ö p# vp#o # k# #rl# #Wdeoh#48m# 1#4 ol # p +7:1<(,/# qp#en+4;15(,/# v +4:1:(, p /# p # vp#o # q#n rp # k# #p p# kp /#5 ol # qp#en+591<(,/# v +581<(,/# #q # k +4819(, p /#6 ol # v +5514(,/# #q # k +53(,/# qp#en +4:1<(, p # ˆ m 1 o # p#o # #t p# l# # ep# # kv # # # #v #p 1# # #eqp# #o # q #p # l# #t p# p#s # k 1 #s #t p#526#p p# p# # p#p # p # ˆ # p# p# t lpp#k# #plp /# sp# p#o # p #p p# q# k 1#p #Nlp+5338,p#l # p#o #<717( # n# k /#Ohh+5339,p#l l # l#kr # p # #;519( # ˆ p /#Fkrl#)#Fkdqj+533:,p#l # # p#o l ;:18( # ˆ /#Nlp+5343e,p#l # l # s p# p#o #7:17( # q# # ˆ 1#p p# # # # p# # p# l# # e # ov# #vvp#o # p# p #p # p # m 1 tp# kv /# l# #pep# t lpl # #p #t # p# p v#k # q# #po # p# p# d o p# p # ˆ p /#p p#ohh+5339,p#l l # p v#k #pop#4o # p# e /#5o # q p# p# #ll /#6o # p p# # ˆ # m#o mp /#Dq#)#Ndqj+5339,p#l l # p v#k # q# #po # # +761;(,p# p # ˆ 1 Wdeoh#7l # # p# # #t p# l #e # sp #p # # /# # pp# v # p # # p # p p # m 1 # #4tpl#4 #p # p #t #851:( # r#qt# p # p # ˆ / Nlp# #+5344,p#l l #t (,/#o (,# p # ˆ p /# p # p # n e/#~te/# #6 #vlp# p # l#s Nlp+5343d,p#l l # lx # j p#86( # q# # ˆ # #l m# p #pl 1 # p pp## p p#53(#r #791:( # q# k /## p p#73(#r

10 ½ Á yá395 #t #541:( # ˆ p /#Nlp+5343d,p#l l ## # p p#43 63( # # n 631:( # q# k 1# # # # pl#v # np#6 o# +6;1:(,/#6 8 o# +59(, p # ˆ 1#Nlp#+5343d,p#l l #4 8 o# +6919(,/#8 43 o# #+4715(,# p # ˆ 1#p} # # pl # # pp# v # p # p # # /#t p# # p n# tp# r# # p# p # #pl 1 p# p# # l#} # #e # p #qk#4tpl#4 p#681:(/# # l#5 p#5713( # ˆ #Nr#)#Nr+5338,p#l l # p#e#} #861<( # q# k / Vklq+5339,p#l l #} #8:1;( # q# p p #pl# #s m# d # p# m 1#p p } p#e #d # lv # # pp#qt# k #po #pv #t p#p #} l # kp# p q lp# p #m l#o #} #pn # l # # p # 1# # p#q #o # l# # pr/# # q/# rp#t #p #pp /# p q # rnpp#e /# v/# r /# p# k p# o # tp# r #p +Qrqjplq#Qhzvsdshu 5338,1# #l l #d + pr,p#pn t #6614( # q# kp #Sdun+5335,p#l l # p#q #t# pr+5:16,p# q# k 1# } rnpl # r } #qt#pn #po # p# # p # #pl # #631:(+ tp, # p# pp# v #pl #nvp# q p#d + pr,l # n # p# l# p # p # l#p # # 1 # #e# q#n rp # # p #n # #e #5<( # q# k /# vpv 591:(/# mk # 491:( p # m # Nlp# +533;e,p#l l #t p# # ˆ#e# #r #8r#olnhuwr # ˆ l #o ˆ# e +7176,/#kr +715,/#mk +7138,# # +61<<, p#tn # tp # # p # ˆ # #l m#o m 1 t p# # #e# s l# l # +6195,/#kr +6185,/# +6133, p # ˆ # l # s # q# k #Nlp+5338,p#l l # p# snpl#pl #kr p# q# k # p# q# k 1#Ohh+5339,p#l l # +761;(,/ kr +7;15(,l# ~ # s #pp # +761<(, l # tp # s # p # ˆ /#Nlp# +5344,p#l #kr +61;,/# v+61:9,/#mk+61:, p # s # kp # # s +51:9, # k# #s m# d # p# m 1# l# # s # p #o # p# rp# prp#q#p eˆ # n p# # l# # k # p#n 1 # p# p l # s # +9814(,/# p# +491<(, # #p p ;5( # l /#Sdun+5335,p#l l #;<1;(p# q # # # # #p p#p # m /#Nr#)#Nr+5338,p#l l # p# # p #p #p #7:18( # ˆ p /#Nlp# +533;f,p#l l # qp#<914( # # # ˆ ov # # # p # ˆ # #eqp#k p # n# # p #r l 1# t p# l# p# vp#o q# k# # p# #s l # #p /# q#e n# /# v# p# p # ˆ #Nlp+5338,# Sdun+533:,p#l # #4o # p# #p # qm rs p# /# # pp # #p m# v# p # ˆ # #s m# o # v # q # #tn# rp#o m 1# rp # p # q p# p# # l# # s # q# k p # 1# # pp #e # p# p# qm#rs # # p# p#r sl~/#o l~ # }l /# ql /# # #s #p p# l# p#ppˆ# #p # e np q l #e #tv# # p #p # # p m# # lk# # p +Fkrl#)#Fkdqj#533:,1 ÝŠÊ #l # rvl# p#eq# l# l # #p # q #r q# rvl#t # p # v # # p#pn # # s /# #v #p # #vp#o # rp#s mp #6<3 p# v #l l# n m 1# #l # l# #nk# # p# p # 1 41#s q # p#lqplp +<519(,#l p (, #tep # # m /# p# s

11 396Áey w +7619(,/# s+6917(, pl 1#vlp#rlt +9714(, # k # #o p# o#p p# q #7<15( # q# k 1 51# #pn l# l# q #:91<( pl /# p #po #t # sp# p#o +;316(,/# p v#k #po # p# e +6;1<(,/ v#e # v#kk +6819(,# pl 1# p# # 4tpl#4 +5<(,/# # l#4 +4<16(,/# 48pl :(, pl /# # p # v # pp## # p p#53(r +791:(,/#73(r +541:(, plp /# p# p # p pp# p# p#pl 1# # # # pl#v # np 6 o# p#6;1:( # q# k /# p# p /#o p# p # # p # p# p#p l 1# # #tl #} # q#qt# mp /# #q #d + pr,p#6613( # q# k 1# r# } #qt#pn #po # } # p# #pp +741:(, # q# k 1# # #e#n rp # # p # n # #e +5<(,/# vpv +591:(, # k /# p s #8r# rl# +6195,/#kr +618:,/# +613, p # ˆ 1# p# e # pr l#p l #t p#7r# rl#o +618<,/#o v+6158, p # p m 1 61# l# # # v #p p#s # +9814(, # q# kp # qp# # # # m 1# p# vp#o # rp #t # #p +7:1<(,/# q#en# +4;15(, # k 1 p p# l#p # sp# p#vˆ #o l# l# # q p# # n# kv # l# # # ql# #e # p#qknpp # ˆ 1# # #e l# # qp# s # p # qm# p#rr # p}p# # p#pn # n# kv # l# rl # # l # #pp# p # 1 Ù An JH, Kang KO (2006): Consumption type of housewives about organic and instant food. Korean J Food & Nutr 19(1): Choi HS, Chang GJ (2007): The utilization of environment-friendly agricultural products of college students in Seoul and Incheon areas. Korean J Community Nutr 12(6): Jang JK (2006): A study on marketing promotion of environmentally friendly agricultural product. MS thesis, Graduate School of Agricultural Economics, Chonnam National, pp.1-62 Jeong EM (2006): The development and characteristics of the environment-friendly agricultural policy in Korea. Korean J Org Agric 14(2): Kim CK, Jung HK, Moon DH (2009): Recent production status and market prospect of environmentally friendly agricultural products in domestic and foreign countries. Korea Rural Economic Institute. Report on Agricultural Research, p.58, Seoul Kim CK, Lee YS, Lee SG (2008a): Consumer's attitudes and marketing strategies for environmentally friendly agricultural products. Korea Rural Economic Institute. Policy Analysis p.98, Seoul Kim IH (2010a): The effect of health concern on purchase behavior of the environmental friendly agricultural products. MS thesis, Graduate School of Public Administration, Hanseo, pp Kim JW (2010b): The effect of consumer knowledge and attitude about environment-friendly agricultural products on the purchasing behavior for those products. MS thesis, Graduate School of, Ulsan, pp Kim JY (2001): A study on the distribution structure of organic farming products for environmentally sustainable agriculture. MS thesis, Graduate School of Urban and Regional Planning. Dankook, pp.1-81 Kim KD, Lee JY, Namkung S (2008b): Purchase behavior of environment-friendly agricultural products by housewives in Seoul area. J Korean Soc Food Sci Nutr 37(12): Kim NR, Cho YS, Kim SA (2011): Satisfaction and recognition level of environment-friendly agricultural products in Cheongju area. Korean J Community Nutr 16(1): Kim SH (2009): A study on the marketing promotion of environmentally friendly agricultural products. MS thesis, Graduate School of Management, Mokpo National, pp.1-73 Kim SO, Kim MH, Shim JH (2008c): Understanding of consumers' perceptions on environment-friendly agricultural products (EAP) and purchasing behavior by comparing purchasers and nonpurchasers. Korean J Org Agric 16(1): Kim YS (2005): A study on the utilization present status and the satisfaction with environment-friendly agricultural products. MS thesis, Graduate School of Traditional Culture and Arts, Sookmyung Women's, pp Kim YT (2006): A study on the efficient plan of improving environmental-friendly agriculture. MS thesis, Graduate School of Industry Kwangju, pp.1-90 Ko BS, Ko PS (2005): The study on the characteristics of circulation of environment-friendly agricultural products and the consumer's purchase intention. Korean J Culin Res 11(4): Lee HW, Yun JH (2007): Studies on change of organic farming in Korea from 1907~2007. Korean J Org Agric 15(4): Lee JS (2002): An analysis of productionon environmental friendly agriculture in Korea. Korean J Org Agric 10: Lee JY (2006): Analysis of consumer's behavior on the environmentfriendly agricultural products. MS thesis, Graduate School of Agricultural Economics, Chungnam National, pp.26-68

12 ½ Á yá397 National Agricultural Products Quality Management Service (2010) : Available from jsp [cited 2010 February 1] Nongmin Newspaper (2005) : The preferance analysis and demand forecast of consumers on environment-friendly agricultural products Available from index.htm?mode=detail&no =938 [cited 2010 January 5] Park JY (2007): A study on use status of and satisfaction with environmental-friendly agricultural products by female consumers in Jeju area. MS thesis, Graduate School of, Jeju National, p.37 Park YE (2002): An analysis on consumption behavior of environment-friendly agricultural products. MS thesis, Graduate School at Dong-A, pp Shin CN (2006): A survey on consumption pattern of environmentfriendly agricultural products -with special reference to consumer in Changwon, Jinju and Sacheon area. MS thesis, Graduate School of Human Ecology and Environment, Kyungsang National, pp Yang GS (2009): Distribution conditions and marketing strategies for environmentally friendly agricultural products. The Journal of Korean Island 21(1):