수입 농식품 소비행동에 관한 탐색적 연구 -수입 과일을 중심으로-

Globalisation is one of the hot topics in the last decade. Driven by cheaper transportation costs and international liberalisation agreements such as FTA, the influence of imported agro-products have grown strongly. However, despite the change, little research has been performed in the theories. This study is divided into two main parts: Firstly, we try to understand Korean domestic market and study existing theories of imported agro-product and related consumer behaviors. Secondly, we interview and identify consumer's attitude toward imported foreign agro-product depends on their experience and knowledge. For this exploratory research, a pre-designed sample of college students were selected and interviewed using an online self-diary method. Our analysis shows that consumer's cognitive structures are quite complex and heterogenious. Overall image of imported agro-product is being improved and point-of-differences are well accepted by consumers. Also, consumers are using four different decision making tactics in purchase situation: value-oriented, information reinforcement, expectation discount, and grouping. Consequently this study suggests some managerial and academic implications for later studies.