This study conducts a survey and test to understand U.S. public’s perception about multifunctionality. The questionnaire suggests seven alternative way of providing questions about intangible benefits provided by agriculture in the U.S. The final questionnaire was administered as an e-mail survey in June 2008 to a nationally representative household panel maintained in the U.S. by the Ipsos Observer. Data analysis shows that 64 percent of respondents considered the multifunctionality of agriculiture as an important issue and 45 percent of respondents were in favor of increasing government expenditure to support farmland preservation. Using Fishbein’s multi-attribute model as a theoretical background, this paper develops an empirical model to assess and attributes of multifunctionality. For the analysis, bivariate orderd probit model was set up to reflect respondent’s attitude. Regression analyses show that two questions (how much you agree with agriculture’s intangible benefit and increasing government expenditure to support agriculture) are shaped by different sets of facts.

We focused on the condition of washed, fresh ginseng in the market and analyzed consumer attitudes to the product to improve the consumption of fresh ginseng. A preference for fresh ginseng was high among every age class, and was particularly notable in older individuals. Fresh ginseng was usually eaten as ginseng chicken soup, mostly in summer and winter, and as a valuable health food, rather than because of desirable qualities of taste or smell. A total of 66.5% of those surveyed reported that they had purchased fresh ginseng, mostly from big discount stores. Such stores were preferred as outlets owing to a reputation for quality and shopper convenience (the stores were located near interviewees' homes). More than 70% of purchasers emphasized that they chose to purchase in department stores and traditional markets owing to the reputation for quality of such sources. Most consumers considered quality to be a prime element in purchase decisions. A total of 32.9% of those surveyed had bought washed fresh ginseng to give as a gift to a friend. Of those surveyed, 67.1% had never bought washed fresh ginseng. The following reasons were proposed to explain the preference for purchase of ginseng with attached soil. Most consumers (40.2%) thought the soil was a reflection of quality. Those who preferred washed fresh ginseng considered that the material was hygienic and convenient to store. When questioned about their intention to buy washed fresh ginseng, 55.0% of consumers replied in the affirmative and 17.1% in the negative. When consumers were asked whether they would be willing to pay an additional charge for the washing and packing of fresh ginseng, 58.8% answered in the affirmative.

본 연구에서는 버섯 선호도와 섭취빈도 등을 알아보고 버섯가공식품에 대한 소비자의 인식 등을 조사하여 소비촉진을 위한 버섯가공기술 개발을 위한 기초자료를 얻고자 하였다. 총 조사 대상자는 1173명으로 성별로는 남자가 370명(31.5%), 여자가 803명(68.5%)으로 구성되었고, 조사대상자의 평균 연령은 20.0세였으며 조사대상자의 333명(28.5%)이 새송이 버섯을 가장 선호하는 것으로 조사되었다. 연령별에 따른 선호하는 버섯의 경우는 2

본 연구에서는 사과의 '고품질'이라는 개념 설정과 품질을 계량화 할 수 있는 기본 기술 개발을 위하여 20대부터 50대까지의 성인남녀를 대상으로 내 외적 품질인자에 대한 소비자 기호도 및 인지도 조사를 실시하였다. 설문 분석 결과 사과는 대형할인마트나 재래시장에서 소포장이나 낱개 단위로 구입되고 있었으며, 젊은 층 보다는 높은 연령층에서 많이 소비되고 있었다. 이에 따라 다양한 형태의 소포장규격 정립과 젊은 층을 대상으로 한 사과소비 촉진 마케팅

This study was conducted to suggest some alternatives to facilitate consumers’ purchase of EAP (Environment-friendly Agricultural Products) by comparing purchasers and nonpurchasers in terms of their socio-economic characteristics, EAP purchasing behaviors and perceptions, and overall evaluation on EAP. Data were collected by 562 Gwangju citizens selected through snowball and convenient sampling procedures in 2007. Purchasers were more likely to be female, older, and in a higher income level than nonpurchasers. Purchasers, who were more knowledgeable about EAP, had a higher tendency to obtain EAP information through more diverse sources, and more relied on EAP certification mark to distinguish EAP. Purchasers were also more concerned about the safety from pesticides and had more confidence in the safety of EAP than nonpurchasers. Purchasers were more likely to perceive the importance of "facilitation of EAP’ and "providing education and information about EAP’ than nonpurchasers. Generally purchasers tended to be more satisfied with EAP and higher intention to increase their EAP purchase in the future. Implications of the results were discussed.