The Housewives' Purchase Behaviors on Environment-friendly Agricultural Products in Daejeon Area

In-Jung Kim; Joon-Ho Lee

doi:10.5720/kjcn.2011.16.3.386

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Kim and Lee: The Housewives' Purchase Behaviors on Environment-friendly Agricultural Products in Daejeon Area

Original Article

Korean Journal of Community Nutrition

Korean Journal of Community Nutrition 2011; 16(3): 386-397.

Published online: 30 June 2011

DOI: https://doi.org/10.5720/kjcn.2011.16.3.386

The Housewives' Purchase Behaviors on Environment-friendly Agricultural Products in Daejeon Area

In-Jung Kim, Joon-Ho Lee

Department of Consumers' Life Information, Chungnam National University, Daejeon, Korea.

Corresponding author: Joon-Ho Lee, Department of Consumers' Life Information, Chungnam National University, 99 Daehangno, Yuseong-gu, Daejeon 305-764, Korea. Tel: (042) 821-6847, Fax: (042) 821-8887, joonho@cnu.ac.kr

Received 22 April 2011 Revised 11 May 2011 Accepted 21 June 2011

Abstract

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.

Keywords: environment-friendly agricultural products (EFAP), purchase behavior

Figures and Tables

Table 1

General characteristics of the subjects

1) N (%)

Table 2

Purchased experience of environment-friendly agricultural products

1) N (%)

Table 3

Reasons on purchasing environment-friendly agricultural products

1) N (%)

Table 4

Reasons on non-purchasing environment-friendly agricultural products1)

1) Multiple response, 2) N (%)

(Total N = 90)

Table 5

Purchasing frequencies of environment-friendly agricultural products

1) N (%), ^*: p < 0.05

Table 6

Purchasing ratio of environment-friendly agricultural products among total agricultural products

1) N (%), ^*: p < 0.05

Table 7

Purchasing cost of environment-friendly agricultural products per month (unit : Won)

1) N (%), ^**: p < 0.01, ^***: p < 0.001

Table 8

Purchasing frequencies of environment-friendly agricultural products's food groups

1) N (%)

Table 9

Purchasing place of environment-friendly agricultural products

1) N (%)

Table 10

Choosing factors of purchasing place1)

1) Multiple response, 2) N (%)

(Total N=300)

Table 11

The most considerable factors on purchasing environment-friendly agricultural products

1) N (%) ^*: p < 0.05, ^***: p < 0.001

Table 12

The housewives' satisfaction on taste, safety and price of environment-friendly agricultural products2)

1) Mean ± SD, ^**: p < 0.01

2) 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)

Table 13

Checking on environment-friendly agricultural products labeling2)

1) Mean ± SD, ^*: p < 0.05, ^**: p < 0.01

2) 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

1) N (%), ^**: p < 0.01

Table 15

The improvement factors for consumption promotion of environment-friendly agricultural products

1) N (%)

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