The objective of this study is to analyze the willingness to change into organic blueberry and the activating strategies on domestic products. For the activation of domestic blueberry, it is necessary to get the quality certification, especially organic certificate and develop the technology for increasing production. It is investigated that the smaller product, younger farmer and higher price expected, the higher willingness to change into organic blueberry. The results and finding of this study can be used to build-up the technical and marketing supporting system that reflects the rapid change of customer’s preference on blueberry.

• 강창수(한국농수산대학 교양공통학과 부교수) | Kang, Chang-Soo
• 양성범(단국대학교 환경자원경제학과 조교수) | Yang, Sung-Bum
• 강성구(한국농수산대학 과수학과 부교수) | Kang, Sung-Ku Corresponding author