친환경농산물의 구매요인이 재구매의사에 미치는 영향: 자녀를 통한 간접경험 조절효과를 중심으로

Due to increase in household income and demand for food safety, attention given to environmentally-friendly agricultural products has augmented. Thus, this research has attempted to analyze the impact that levels of awareness, health concern, and environment concern, which are reasons for purchasing environmentally-friendly agricultural products, have on intent to re-purchase them; also, it aimed to confirm whether the reliability of environmentally-friendly agricultural products acts as a mediator between reason for initial purchasing and intent to re-purchase. Moreover, defining children’s environmentally-friendly school lunch experience as indirect experience for the parents, the research strived to identify whether such indirect experience poses any statistical significance on purchasing environmentally-friendly agricultural products. The analysis showed that the levels of awareness and environmental concern on environmentally-friendly agricultural products have positive influence on intent to re-purchase them, their reliability acting as a mediator between them. However, contrary to the results of the preceding research, level of health concern appeared to have little significance on intent to re-purchase environmentally-friendly agricultural products; the reason for this is presumed to be sensitive reaction from the health-conscious group due to recently recurrent events that suggest mistrust and unsafety of environmentally-friendly agricultural products. Furthermore, the group who had indirect experience through their children’s environmentally-friendly school lunch displayed greater intent to re-purchase the products, confirming a significant difference.