This study aimed to investigate the use of environmentally friendly agricultural products (EFAPs) in Chungcheongbuk-do and the perception and satisfaction of school dietitians with EFAPs. The study survey was conducted from April to Jun 2018. Among 195 dietitians, 54.4% were nutrition teachers and 51.3% were working in elementary schools. Of the participants, 65% answered that the percentage of EFAPS in the total food cost was 10~30%. The most used EFAP food group was grains (64.6%), followed by vegetables (26.2%). The main reasons for using EFAPs were subsidies for EFAPs from local governments (85.1%) and students’ health (52.3%). The average daily subsidy for EFAPs from the local governments was 201~500 won at 45.1%, and 200 won or less at 34.9%, which was based on one meal per student. In questions on satisfaction with using EFAPs, satisfaction with safety (3.93 out of 5 points) scored the highest, followed by nutrition (3.74), freshness (3.70), appearance (3.32), diversity (2.85), and price (2.78). Therefore, to expand the use of EFAPs in school food service, it is necessary to expand the provision of subsidies and increase EFAP production diversification.

We investigated the consumption inclinations of consumers for environmentally-friendly agricultural products (EFAP) for better production and distribution of EFAP. Consumer inclinations in large supermarkets from April 7th to 30th, 2008 were surveyed. Data were analyzed using the SPSSWIN 12.0 program. Results showed that 90.4% of consumers recognized EFAP and 76.4% of those who recognized the products had actually bought the products. Members of the "have purchased group" bought EFAP once a week because they believed these products were safe from hazards, such as pesticide. The amount spent on EFAP was less than 20% of the total food budget and the major consumed items were green vegetables and fruits. The sale location was mainly large supermarkets and agricultural cooperation outlets. Although many people were satisfied with EFAP from the viewpoint of nutritional and sensory qualities and safety compared with general agricultural products, they were notsatisfied with the price. Many consumers trusted that EFAP were safe and nutritional. Members of the "not purchased group" also trusted the nutritional and sensory qualities of EFAP and recognized the safety issue, but they were not satisfied with the price, compared with general agricultural products. Consequently, to succeed in the market, EFAP should maintain the confidence of the consumer while decreasing in price.

본 연구에서는 소비자 지향적 마케팅시대에 직면하여 국내외 농산물 소비수요의 변화에 대응하고 친환경농산물의 유통개선을 도모하기 위하여 소비자들의 친환경농산물에 대한 인식과 구매패턴을 조사분석 하였다. 결과를 토대로 시사점을 요약하면 첫째, 친환경농산물의 소비저변을 확대시키기 위한 가장 시급한 문제는 생산자인 농민들이 아니라 소비자들에 대한 신뢰성을 확보하는 것이 무엇보다도 중요함을 알 수 있다. 이를 위해서는 다양하고 안전한 판로개척과 품질경쟁력 제고, 소포장 규격화 판매, 품질인증제도를 통한 브랜드화 추진, 리콜제 실시 등을 통해 소비자들로부터 신뢰를 얻어야 한다. 둘째, 정부의 친환경농산물정책에 대한 지속적이 홍보와 교육이 이루어지고 또한 감독강화가 이루어져야 할 것으로 사료된다. 특히 친환경농산물 유통구조에서 농민들과 직접 거래를 하는 직거래나 인터넷 거래를 활성화시킴으로서 소비자들에 의한 신뢰도를 높일 수 있는 계기가 마련될 것이다. 셋째, 친환경농산물에 대한 품질관리가 지속적으로 이루어져야 한다. 이는 중앙정부의 감독관리도 중요하지만 지역별 품질인증기관을 육성하고 품질인증기관이 생산과정에 대한 투명성을 철저히 보장할 수 있도록 제도화하여 친환경농산물에 대해 소비자들로부터 신뢰를 얻어야 할 것으로 보인다. 마지막으로 친환경농산물 생산농가가 판매에 대한 어려움을 지자체 등이 적극적으로 나서 지원을 아끼지 않아야 할 것으로 판단된다.

The objective of this study is to analyze the factors increased use of environmentalfriendly agricultural product in school food service. For this, I surveyed the perceptions on environmental-friendly agricultural product and willingness-to-pay for increasing use to 500 parents of elementary, middle and high school. As a result, the perception of environment and safety is the highest, but health and consumption is the lowest. The average of willingness-to-pay is about 12,136 Won per month. But 14.2 percent of the total respondents said that they did not have a willingness-to-pay, and 62.6 percent said that they would pay an additional 10,000 won or less. The factors affecting the willingness-to-pay were gender, income, health and consumption factors. Despite the low level of parents’ perception of the health and consumption factors for environmental-friendly agricultural products, health and consumption factors affect statistically significant on the willingness-to-pay compared to others. Most of the promotion and education of environmental-friendly agricultural products has focused on safety, but this study suggests that education on the health and correct consumption of environmental-friendly agricultural products is important.

The objective of this study is to investigate the satisfaction and the perception of school food service using environmental-friendly agricultural product of elementary, middle and high school students and parents. We surveyed related to satisfaction of school food service, perception of environmental-friendly agricultural product and perception of school food service using environmental-friendly agricultural product. As a result, the majority of students and parents want to expand the school food service using environmental-friendly agricultural product. Also It was analyzed that the use of environmental-friendly agricultural products would increase school food service satisfaction. In other words, the using environmental-friendly products in school food service experience positive effects thorough school food service, it will give a positive effect on the satisfaction of school food service. As a results of this study contribute to making policy about expansion school food service.

The objective of this study is to estimate the relationship among perceived value, perceived risk, satisfaction, purchase intention for environmental-friendly agricultural products. For this, we separate consumer with two groups that one is the experienced, the other is the not-experienced. Four factors is respectively adopted in perceived value and risk with exploratory and confirmatory factor analysis. The results of this study show that emphasizing the value of environmental-friendly agricultural products is important to the not-experienced. And to decease the risk is more effective to the experienced for activating market.

The objective of the study to investigate factors affecting consumers’ consumption extension toward environment-friendly agricultural products in Suncheon city. The main results of the analysis are as follows. First, the main reason that consumers purchase environment-friendly agricultural products is “concerns of pesticides.” Second, NAQS is highly trusted of a certificate institution. Third, the results show that consumers is satisfied such as safety, freshness, nutrition, whereas price, package design and taste are dissatisfied. Fourth, the factors affecting increase in the consumption of environmental-friendly agricultural products, have been analyzed in the variables noted of whether Sex, marital status, purchase experience, Private Certificate Authority faulty.