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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

오지은, 이경원, 강남이, 조미숙, 나예슬
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  • URLhttps://db.koreascholar.com/Article/Detail/410536
韓國食生活文化學會誌 (한국식생활문화학회지)
제36권 제5호 (2021.10)
pp.421-429
한국식생활문화학회 (The Korean Society Of Food Culture)
초록

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.

키워드
Non-timber forest productscreating shared valuepurchasing behaviorjeongeup city
목차
Abstract
I. 서 론
II. 연구 내용 및 방법
    1. 연구 대상 및 기간
    2. 연구 내용
    3. 통계분석
III. 결과 및 고찰
    1. 인구통계학적 특성
    2. 소비자의 지역 임산물의 CSV 인식 점수
    3. 소비자의 지역 임산물의 CSV 인식 수준에 따른 지역 가공품 소비 실태 조사
    4. 소비자의 지역 임산물의 CSV 인식 수준에 따른 정읍시에관한 인지도 및 친숙도
    5. 소비자의 지역 임산물의 CSV 인식 수준에 따른 정읍시의임산물 인식 및 소비행태
IV. 요약 및 결론
References
저자
  • 오지은(이화여자대학교 신산업융합대학) | Ji eun Oh (College of Science and Industry Convergence, Ewha Womans University)
  • 이경원(한국교원대학교 가정교육과) | Kyung Won Lee (Department of Home Economics Education, Korea National University of Education)
  • 강남이(을지대학교 식품영양학과) | Name Kang (Department of Food and Nutrition, Eulji University)
  • 조미숙(이화여자대학교 식품영양학과) | Mi Sook Cho (Department of Nutritional Science and Food Management, Ewha Womans University)
  • 나예슬(KC대학교 식품영양학과) | Yeseul Na (Department of Food and Nutrition, KC University) Corresponding author