친환경식품 구매고객의 가치와 태도 및 행동의도와의 인과관계 연구

Research on consumers who buy organic food is very prominent in the literature across the developed world. However, a few research have been done in Republic of Korea. In the effort to understand organic food consumersin Korea, the role of personal values and relationship with attitude and behavioral intention toward organic foodwere investigated. The thirty values describing ten motivational value types derived from Schwartz’s structural modelwere used. Data were collected through a questionnaire survey from a random sample of 255 organic foodconsumers in Seoul and Kyunggi area. It was observed that attitude towards organic food is positively influenced bythe values of universalism and benevolence but negatively influenced by power/achievement value. Positive attitudetoward organic food has a significant impact on the intention to buy organic food. In addition there is a moderationeffect of ethical consumption consciousness between attitude and behavioral intension. The findings seem to be ofparticular interest not only for marketers of organic food products, but also for other stockholders of broader foodindustries. Limitations and future research directions were also discussed.