It has continuously promoted to scale up the agricultural management body in order to cope with the market-opening pressure such as the UR negotiation, the DDA negotiation, and more conclusions of FTAs and to enhance the competitiveness of our agriculture. This study evaluated the factors associated with production organization participation centered on environmentally-friendly agriculture farmers in order to improve the production efficiency of environmentally-friendly agriculture in the aspect of production. In order to achieve this objective, this study evaluated the factors that contributed to participating in an organization using the bivariate probit model focusing on environmentally-friendly agriculture farmers in Chungnam. This study examined the validity and reliability of the study model through exploratory factor analysis. The results of factor analyses identified four factors: “distribution”, “production”, “organization operation”, and “social capital”. The results of the bivariate probit model showed that distribution significantly affected production activities and distribution, organization operation, agricultural income, and gender significantly influenced sale activities. Environmentally-friendly production organization had not been able to provide the productive support that was needed for local farmers to produce environmentally-friendly agricultural products in a region. Additionally, farming education did not provide the information needed by the farmers. Although producers had a network within a production organization, it was operated mainly for administrators. Therefore, participants felt somewhat lacking. This study identified the level of organization of producer organizations in Chungnam area, where environmentally-friendly agriculture is well activated. This study suggested implications for future production organization participation by evaluating factors affecting participation quantitatively.

This study aims to prepare a solution necessary for boosting the consumption of environment-friendly agricultural products, positively reflecting consumers’ opinions that expect supplies of safe agricultural products to secure the domestic farms producing environment-friendly agricultural products and at the same time, to meet consumers’ needs. As a result of the hypothesis testing, of the subjective knowledge in Hypothesis 1, product knowledge had an impact on attitude, while purchase knowledge and use knowledge after purchase were not significant. Of the subjective knowledge in Hypothesis 2, purchase knowledge and product knowledge had significant impacts on purchase intention. Brand image in Hypothesis 3 had a significant impact on attitude, while brand image in Hypothesis 4 had a significant impact on purchase intention. As a result of the mediated regression analysis of Hypothesis 5, all of the subjective knowledge, purchase knowledge, product knowledge and use knowledge after purchase had an impact on purchase intention, partially mediated by attitude, and brand image, too, had an impact on purchase intention, partially mediated by attitude.

Environment-friendly agricultural products in villages for rural tourism not only are very crucial as a pull factor that attracts tourists but also can serve as a way out for the development of rural areas. Experiences of agricultural products and local dishes can revitalize rural tourism and act as attractors that draw tourists to farm villages for tourism consistently. This study examines factors affecting rural experience tourists’ purchase of environment-friendly agricultural products, thereby suggesting marketing strategies for promoting the consumption of environment-friendly agricultural products of villages for rural tourism.