초록 열기/닫기 버튼
The purpose of this study is to investigate the effect of consumption style and purchase intention on eco-friendly agricultural products. The scope of this study is based on the theoretical review of the previous studies, and the empirical analysis was conducted by statistical data processing after questionnaire survey of customers of large - scale mart and department store which purchase eco-friendly agricultural products. A total of 315 copies of the questionnaires were distributed from July 1 to July 15, 2017, and 290 copies were collected. A total of 280 copies of the questionnaires were used, except for poor responses and missing responses. The results of the research hypothesis are as follows. First, the influence relationship between food-related lifestyle and socially oriented values showed that the sub-factors of health-seeking type and economic-seeking type had a positive influence on socially oriented values. Second, social influence values, information channel values, and practical values, which are sub-factors of consumption value, have a positive influence on purchase intention. Third, convenience, experience, and health-seeking type, which are sub-factors of diet life style, showed positive influence on eco-friendly purchase intention. Based on the results of the study, It has provided marketing implications for the environmentally friendly agricultural products market so that positive changes in consumption values and purchasing intention can be made to increase the participation rate of consumers with the increase of interest in environment friendly agricultural products. It also has suggested ways to promote the consumption of environmental friendly agricultural products.
키워드열기/닫기 버튼
food-related lifestyle, consumer values, purchase intention, environmental friendly agricultural products
