건강관심도 및 환경관심도에 따른 품질인증농산물의 소비자 인식 차이

The aim of this paper is to determine how consumers perceive quality certified agricultural products according to health and environmental concerns. The study investigated three quality certified agricultural products, such as the environment- friendly certified agricultural products, GAP, and USDA. Utilizing surveys from 300 consumers of quality certified agricultural products, the study examined consumer awareness, credibility, purchase intention and willingness to pay (WTP) for different quality certified agricultura products. The results were as follows. First, environment- concerned consumers' perceptions of three quality certified agricultural products were more positive than health-concerned ones. Second, consumers' health concern significantly influences consumers' awareness of quality certified agricultural products. Third, consumers' environmental concern significantly influences consumers' purchase intentions of quality certified agricultural products. The findings suggest that an efforts should be made to increase consumers' environmental concern and educate consumers that quality certified agricultural products are environmentally friendly as well as safe for health. The findings also offer implications to the food and food service industry as to consumers' purchase patterns of certified agricultural products.