논문 상세보기
pp.421-429
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.
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
