The current exploratory study attempted to investigate the influence of environment-friendly agricultural products(EAPs) perception on EAPs consumption behavior. The survey was conducted to parents of elementary school in Chung-buk area by the help of h o m teachers of each school. Out of 500 questionnaires administered, a total of 305 completed questionnaires were returned, yielding a response rate of 61%. Regarding buying behavior, 89.6% of respondents have ever bought EAPs, among them, 52.9% usually bought in a mart. The reason to buy EAPs was mostly safety(57.6%), nutrition & health(30.4%), and quality(7.0%). The 11 item representing the attitude and knowledge were analyzed, resulting in three distinct dimensions-`attitude`, `knowledge`, and `concern`. The knowledge level of EAPs was slightly higher than medium. Concerning the influence of EAPs perception on EAPs consumption behavior, the more having high knowledge and attitude level on EAPs, the more lead to the EAPs consumption behavior. This implicit the importance of education to enhance the knowledge level and positive attitude towards EAPs.

• 박상욱 | Sang Wook Park