[논문]지역 임산물의 공유가치창출에 대한 소비자의 인식에 따른 지역 임산물의 구매행동에 관한 연구 - 정읍시를 중심으로 -

오지은; 이경원; 강남이; 조미숙; 나예슬

doi:10.7318/kjfc/2021.36.5.421

[국내논문] 지역 임산물의 공유가치창출에 대한 소비자의 인식에 따른 지역 임산물의 구매행동에 관한 연구 - 정읍시를 중심으로 -
Effect of Consumers' Perceived Creating Shared Value on Purchasing Behavior of Non-timber Forest Products in Jeongeup City, Korea 원문보기

韓國食生活文化學會誌 = Journal of the Korean Society of Food Culture, v.36 no.5, 2021년, pp.421 - 429

오지은 (이화여자대학교 신산업융합대학) , 이경원 (한국교원대학교 가정교육과) , 강남이 (을지대학교 식품영양학과) , 조미숙 (이화여자대학교 식품영양학과) , 나예슬 (KC대학교 식품영양학과)

Abstract ▼ AI-Helper

Local non-timber forest products can be easily accessed by tourists. These also provide opportunities for tourists to experience the local culture. Many local governments are paying constant attention to the development of non-timber forest product brands to revitalize the local economy and increase the profits of local farmers. Although there are many forest products and tourism resources in each region of Korea, there is no local specialized strategy to sell non-timber forest products and promote consumers' purchase intentions. In this study, we aimed to explore the consumers' perceived creating shared value (CSV) and its association with purchasing behavior of non-timber forest products in Jeongeup city, Korea. Data were collected from 1,066 consumers who had purchased non-timber forest products. Purchasing patterns of local specialty products differed depending on consumers' perceived CSV levels. In addition, consumers with higher levels of perceived CSV showed higher awareness and familiarity with Jeongeup city and experienced Jeongeup city's non-timber forest products. Our findings suggest that improving consumer perception towards CSV of non-timber forest products can be used as a marketing strategy for local non-timber forest products to revitalize the local economy.

Keyword

표/그림 (5)

표 General characteristics of the study subjects
표 Total and subcomponent scores of consumers' perceived CSV of local non-timber forest products
표 Local specialty products purchasing patterns according to consumers' perceived CSV levels
표 Awareness and familiarity with Jeongeup city according to consumers' perceived CSV levels
표 Consumers' recognition and purchase behavior of non-timber forest products of Jeongeup City according to consumers' perceived CSV levels

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