Journal of the Korean Society of Food Science and Nutrition (한국식품영양과학회지)

The Korean Society of Food Science and Nutrition (한국식품영양과학회)
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Purchase Behavior of Environment-Friendly Agricultural Products by Housewives in Seoul Area

서울지역 주부들의 친환경농산물 구매행동

  • 김규동 (을지대학교 의료산업학부) ;
  • 이정윤 (을지대학교 식품과학부) ;
  • 남궁석 (을지대학교 의료산업학부)
  • Published : 2008.12.31
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Abstract

This study was conducted to investigate the purchase behavior of environment-friendly agricultural products (EFATs) and to provide necessary information for planning and executing effective marketing strategies for producers and distributors. The subjects of this study were 306 housewives in the Seoul area over the age of 20. The result of this study showed that once a month topped with 38.9% in the frequency of purchase, vegetables were the highest with 83.3% in the percentage of purchase and the place of purchase most frequented by consumers discount stores (45.8%), but purchases from farmers were the lowest with 3.6%. TV/radio topped the list of information resource with 3.42, followed by family/relatives/friends (3.33) and newspaper/ magazine (3.31). Those surveyed listed sanitary condition/freshness (4.43), safety (4.20), nutrition (4.05), and taste (3.99) as major evaluative criteria for choosing organic food, in order of importance. Finally, consumers seem to be satisfied with the nutrition (3.75), safety (3.71), and freshness (3.70) of the products and they were dissatisfied with the price of the products.

본 연구는 주부들의 친환경농산물 구매행동을 분석하고 또한 그들의 욕구를 실증적으로 파악함으로써, 친환경농산물 수요확산을 위한 관련 정책입안자의 정책입안과 생산자 및 유통업자의 효율적 마케팅전략 수립에 필요한 정보를 제공하고자 시행되었다. 연구를 위한 조사는 서울지역 거주 20세 이상 주부 306명을 대상으로 이루어졌다. 구체적 조사내용은 조사대상자의 일반적 특성, 친환경농산물 이용실태, 정보원천, 평가기준, 그리고 친환경농산물에 대한 만족도 등이었다. 결과를 요약하면 첫째, 친환경농산물 이용실태에 있어 월 1회 정도 구매한다는 응답이 38.9%로 가장 많았고, 채소류의 구매비율이 83.3%로 월등히 높았다(과실류(49.0%), 두류(43.1%), 곡류(27.8%) 등의 순). 친환경농산물은 주로 할인점(45.8%)에서 구입하고 있는 것으로 나타났으며 농민으로부터 직접 구입한다는 응답은 3.6%에 그쳤다. 또한 친환경농산물 구매금액은 $2{\sim}5$만원 미만이 40.2%로 가장 높게 나타났고 $5{\sim}10$만원 미만(31.7%), $10{\sim}20$만원 미만(13.1%) 등의 순을 보였다. 둘째, 친환경농산물에 대한 정보원천은 TV/라디오가 3.42로 가장 높았고(가족/친지/친구(3.33), 신문/잡지(3.31) 등이 순), 반면에 세미나(2.43)의 정보원천으로서의 역할은 가장 낮은 것으로 나타났다. 셋째, 주부들은 친환경농산물 선택 시, 특히 위생상태 및 신선도(4.43), 안전성(4.20), 영양가(4.05), 그리고 맛(3.99) 등을 중요한 평가기준으로 고려하는 것으로 나타났다. 넷째, 친환경농산물 사용 후 만족도는 영양가가 3.75로 가장 높았고 안전성(3.71), 신선도(3.70), 맛(3.68) 등이 순서대로 높게 나타났다. 반면에 가격수준(2.36)에 대해서는 가장 불만족스러움을 나타내었다. 결과적으로 소비자들의 친환경농산물 이용비율은 날로 높아지고 있으나 농산물에 대한 안전성과 가격적 부담 등이 수요확산에 저해요인으로 작용하고 있다. 따라서 철저한 인증제도 관리, 이력추적시스템의 확대 시행, 그리고 정확하고 충분한 관련 정보의 제공 등을 통해 소비자들이 친환경농산물의 안전성에 대해 신뢰할 수 있도록 해야 하며, 생산 및 유통 합리화를 통한 비용절감으로 소비자들의 가격부담을 완화해 나가야 한다. 아울러 친환경농산물의 수요확대를 위 한 다양한 판로확보 및 촉진활동이 요구되며 소비자욕구를 반영한 마케팅전략 방안이 강구되어야 한다. 무엇보다도 친환경농산물의 생산, 유통 및 판매의 전 과정에 걸친 체계적 관리방안 제시를 위한 노력이 지속되어야 한다.

Keywords

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