The objective of the study is to investigate factors affecting consumers’ purchase intention toward imported organic agricultural products. To accomplish the goal of the study a consumer survey was administered for randomly selected households residing in capital area. Results show that the more consumers trust a safety of domestic products and a certification system, the less they purchase the imported products. In addition, it is demonstrated that educated consumers are relatively less reluctant to imported organic agricultural products. Finally, an improvement of domestic certification system, decrease of price of environmentally friendly agricultural products, and aggressive promotion are required to enhance the competitiveness of the domestic environmentally friendly agricultural products.

• 한재환(한국농촌경제연구원 자원환경연구부) | Han, Jae-Hwan First author
• 정학균(한국농촌경제연구원 자원환경연구부) | Jeong, Hak-Kyun Corresponding author