Journal of Food Hygiene and Safety (한국식품위생안전성학회지)

The Korean Society of Food Hygiene and Safety (한국식품위생안전성학회)
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A Survey of Consumer's Consumption Characteristics of Environmental-Friendly Agricultural Products (EFAP) -Focused on Consumers in Discount Stores-

친환경농산물 소비행태 조사 -대형할인마트 고객을 중심으로-

  • Lee, Yu-Si (Dept. of Food Science and Technology, Chung-Ang University) ;
  • Hong, Mi-Hyun (Korea Agricultural Cooperative Marketing Inc.) ;
  • Ryu, Kyung (Yeungnam University) ;
  • Kim, Ae-Jung (Department of Food & Nutrition, Hyejeon College) ;
  • Ha, Sang-Do (Dept. of Food Science and Technology, Chung-Ang University)
  • Published : 2009.06.30
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Abstract

We investigated the consumption inclinations of consumers for environmentally-friendly agricultural products (EFAP) for better production and distribution of EFAP. Consumer inclinations in large supermarkets from April 7th to 30th, 2008 were surveyed. Data were analyzed using the SPSSWIN 12.0 program. Results showed that 90.4% of consumers recognized EFAP and 76.4% of those who recognized the products had actually bought the products. Members of the "have purchased group" bought EFAP once a week because they believed these products were safe from hazards, such as pesticide. The amount spent on EFAP was less than 20% of the total food budget and the major consumed items were green vegetables and fruits. The sale location was mainly large supermarkets and agricultural cooperation outlets. Although many people were satisfied with EFAP from the viewpoint of nutritional and sensory qualities and safety compared with general agricultural products, they were notsatisfied with the price. Many consumers trusted that EFAP were safe and nutritional. Members of the "not purchased group" also trusted the nutritional and sensory qualities of EFAP and recognized the safety issue, but they were not satisfied with the price, compared with general agricultural products. Consequently, to succeed in the market, EFAP should maintain the confidence of the consumer while decreasing in price.

본 연구는 소비자들의 친환경농산물 소비 성향을 조사하여 친환경농산물의 생산과 유통을 활성화하고 친환경 농업의 지속 가능한 발전 방향을 모색하고자 하였다. 그 결과 전체의 90.4%가 친환경농산물에 대해 알고 있는 것으로 조사되었으며 응답자의 대부분이 방송, 언론 등을 통해서 친환경농산물의 정보를 얻는 것으로 나타났고 76.4%가 친환경농산물을 구입한 경험이 있는 것으로 나타났다. 친환경농산물 구매경험군은 주1회 구매, 구매이유는 농약 등 유해물질로부터 안전해서, 친환경농산물 구입비가 차지하는 비율은 월 식품비의 20% 미만, 주로 구입하는 친환경농산물의 종류는 엽채류, 과일류 순이며, 구입처는 대형할인매장과 농협직판장이었다. 일반농산물과 비교하여 영양적 품질, 관능적 품질, 안전성에 대한 인식은 우수하다고 나타났으나 가격에 대한 만족은 낮았으며, 유통상의 문제점은 생산, 제조자의 낮은 신뢰성이었다. 친환경농산물 비구매경험군의 소비행태를 조사해 본 결과 일반농산물과 비교하여 영양적 품질, 관능적 품질, 안전성에 대한 인식은 우수하다고 나타났으나 일반농산물에 비해 20-30% 정도 비싸기 때문에 가격에 대한 만족도는 낮았다. 선뢰성 확보방안으로 생산자에 대한 지도단속 강화가 가장 필요하였으며, 가격, 품질 등 문제 해결 시 93.2%가 구입할 의사가 있는 것으로 나타났다. 실태조사 결과, 첫째는 소비자의 신뢰성을 확보하여야 할 것이고, 둘째로는 소비 확대를 위해 가격 경쟁력을 확보하며, 마지막으로는 생산 제품의 종류 및 품목수가 다양화되기를 제언하고자 한다.

Keywords

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