The purpose of this study was to examine the intention of consumer acceptance of technology in agricultural production by applying the unified theory of acceptance and use of technology (UTAUT) to smart farm. In particular, this study analyzed the intention to accept the technology of agricultural students, farmers, start-up farmers, returning farmers, and returnees in the general manufacturing industry and high-tech industries, and in agricultural sectors corresponding to primary industries. The results showed that performance expectancy, social influence, facilitating conditions, IT development level, and reliability had a significant influence on the intention to use smart farm technology. However, effort expectancy and price value were rejected because no significant impact on use intention was tested. In addition, the influences of the variables showing their influence were reliability (β=.569) > IT development level (β=.252) > social influence (β=.235) > performance expectancy (β=.182) > facilitating conditions (β=.134).

Korean agricultural industry has weakened as demand for domestic agricultural products has declined due to accelerating market liberalization, aging and shrinking of rural population, and stagnating rural households’ incomes. On the other hand, as the forth industrial revolution unfolds in earnest, tremendous changes are expected, and those changes won’t be confined to certain industries but would shaken the world we know of entirely. Smart farm, which is one example of the fourth industrial revolution, is increasingly being recognized as a new growth engine for the future as smart farm and the science and technology behind it, not the size of arable land, will determine competitiveness of the agricultural industry and drive agricultural productivity and managerial efficiency. In consideration that John W. Kingdon’s Multiple Streams Framework has recently been presented as an important theoretical model in the policy field, this study analyzed problem stream, policy stream, and political stream in the process of forming the smart farm policy, and looked into what role the government played as policy entrepreneur in policy window. The smart farm policy was put on policy agenda by the government and was approved when the government announced the Smart Farm Plan together with relevant ministries at the 5th Economy-Related Ministers’ Meeting held in April 2018. This suggests that change of the government is the most critical factor in political stream, and explicitly indicates the importance of politics in formation of an agricultural policy. In addition, actual outcome of the policy and how policy alternatives that will enhance people’s understanding will support it seem to be the key to success. It also shows that it is important that policy alternatives be determined based on sufficient discussion amongst stakeholders.

인구감소, 고령화, 이상기후 등의 극복을 위해 기존의 노동집약적 방식에서 자본집약적 방식의 첨단산업화로 영농환경은 변화하고 있다. 영농환경의 변화는 미래 시장의 기회로 삼을 수 있으며 다양한 ICT(Information and Communication Technologies) 융복합의 스마트 팜 등이 영농의 계량화, 자동화, 네트워크화로 실현되고 있다. 시설원예·과수·축산 분야에 센서 등 다양한 ICT영농기기와 복합자동환경제어시스템을 도입한 혁신농장 스마트 팜은 온·습도 등을 원격 모니터링하고, 축적된 생육정보를 활용하여 최적상태로 생장을 관리할 수 있는 첨단 시스템이다. 스마트 팜 농업은 생산성 증진·품질 향상 뿐만 아니라, 생산·유통·소비과정에서 비용절감 효과가 크다는 장점이 있다. 오늘날과 같은 경쟁 속에서 경쟁력 확보를 위 한 농식품 포장디자인의 중요성은 날로 증대되고 있고 농업의 생산구조가 변화하는 시점에서 농산물 포장디자인도 변화되 어야 할 것이다. 정보통신 기술을 농업에 접목한 스마트 팜 농업을 위한 포장디자인 연구가 절실히 필요하며 그 중 딸기 생산을 중심으로 한 실제사례 발표를 통해 변화하는 농업에 기여하고자 한다.