유기농 시장의 소비자 특성 연구

This study analyzes the characteristics of the organic food market by focusing on the consumers perception and behavior. Our analysis is based on two hypotheses i.e., ‘affluent consumer hypothesis’ and ‘value-oriented and emotional consumer’ hypothesis. The paper examines the effects of social economic factors and value/emotional factors on organic food consumption (which is subdivided and empirically measured in this study according to three dimensions : intention of purchasing organic foods, the portion of organic foods in the whole food consumption share, and the amount of purchased organic foods). The findings from statistical analysis are as follows. First, the understanding and empathy for agriculture and rural people are the most significant determinants of the intentions to consume organic foods. Share of consumption, however, is most strongly influenced by the consumer`s income level. From this, while the value and emotional factors can be more appropriately applied in explaining conscious consumption of organic foods, economic factors are more appropriate in explaining actual consumption behavior. Second, both the economic factors and value-emotion factors significantly affect all of the three consumption dimensions separately. Third, especially in the amount of purchased organic foods, there various factors influence organic food consumption. These results confirm that the values and the emotions of consumers play a very important role in the consumption of organic foods. They also suggest that measures to alleviate the organic consumer`s economic burden may be required. In conclusion, in order to develop a more sustainable organic food market and industry, alternative food consumer`s values and emotions should be strengthened instead of current larger scaling, capitalization, and conventionalization.