Abstract
The principal objective of this study was to evaluate the consumption behavior and perceptions of environmentally-friendly agricultural products (EAPs) according to the lifestyles of housewives in the Jeonbuk area, Korea. Self-administered questionnaires were collected from 267 housewives. Frequency analysis, chi-square, one-way ANOVA, factor analysis, and cluster analysis were used to analyze the data. Three clusters were obtained from the cluster analysis of LOHAS and wellbeing-related lifestyle: Cluster 1 "LOHAS-pursuit group", Cluster 2 "wellbeing-progress group", Cluster 3 "Utility-pursuit group". Of the housewives who were of LOHAS-pursuit group, about 50% were over 40 years old and had a professional job with a high household income. They had a high level of understanding about EAPs and purchased the highest percentage of EAPs among the groups. The housewives who were of the wellbeing-progress group, over 83% were between the ages of 30 and 40. Their consumption behaviors were very similar with that of the LOHAS-pursuit group, but the household income was lower. Of the housewives who were of the utility-pursuit group, about 63% under 30 years old. Their household income and level of understanding about EAPs were the lowest among the groups. They less interest in EAPs in comparison with other groups. For housewives' to choose EAPs properly, information and consumer education on these products, according to their lifestyles is necessary.
