The objective of this study is to propose a necessity of alternative certification for low-pesticide agricultural products (LPAP). For this, we conduct a survey consumer and distributor. Most of consumer does not aware an abolition of LPAP. After abolition, they will purchase pesticide-free, organic, conventional, GAP certificated in order. Both consumer and distributor need an alternative certification of LPAP and have willingness-to-purchase. However, it is necessary to make up for the reliability and objectivity on the alternative and to manage a poor certification. The results of this study is meaningful to distribution and consumption of environment- friendly agricultural products.

The objective of this study is to estimate the relationship among perceived value, perceived risk, satisfaction, purchase intention for environmental-friendly agricultural products. For this, we separate consumer with two groups that one is the experienced, the other is the not-experienced. Four factors is respectively adopted in perceived value and risk with exploratory and confirmatory factor analysis. The results of this study show that emphasizing the value of environmental-friendly agricultural products is important to the not-experienced. And to decease the risk is more effective to the experienced for activating market.

The objective of this study is to analyze the properness, effectiveness and sustainability on the large-scale environment-friendly agricultural districts (LEAD). For this, we survey 11 public officers who manage the LEAD. Most of them aware necessities of LEAD project. They have a higher satisfaction and think that the project affect ripple effect and contribution on environment-friendly agriculture. Main performance expected of the LEAD project is a spread of natural circulation agriculture in connection with cultivation and stockbreeding. For continuance of environment-friendly agriculture after the project, it is necessary to find markets of products. Also policy making related with environment-friendly agricultural technique is required. The results of this study show that the LEAD project need a modification based on field and change of agricultural issues.

The objective of this study is to analyze the performance and farmer’s awareness on the large-scale environment-friendly agricultural districts (LEAD). For this, we survey 393 farmers who cultivate in the 14 LEAD. Most of farmers aware a necessity of LEAD project. They have a higher awareness and practical use on the ‘production facilities and equipments for environment-friendly agricultural materials’ and ‘resource recovery center of crop-animal farming’. The spread and consciousness on the environment-friendly agriculture increase before LEAD project. Also the environment-friendly agricultural areas and incomes slightly increase. The results of this study show that the LEAD project need a modification in to response to change of agricultural issues and customer’s needs.

This study analyzed how the brand image elements influenced upon forming the brand trust and the brand loyalty of the ‘Sky Green’ the joint agricultural product brand Cheonan, Chungnam. The brand image was classified into functional image, symbolical image and origin - associated image. And what element of the brand image element influences upon forming the brand image loyalty by the consumers who are using ‘Sky Green’. In the analysis results, the functional image, symbolical image and the image associated with the origin have influenced on forming the brand trust and the brand loyalty. All variables composing the brand image have positive influences on both brand trust and brand loyalty. It means that brand image influences on brand loyalty directly but the greater influence can be exerted through the effects of the parameter of brand trust.

The objective of this study is to estimate the relative importance of food labelling on organic and country-of-origin of tofu. The relative importance of three Tofu attributes shows that the country-of-origin is the most important and an organic labelling and price are followed in order. The result is that if two attributes, an organic labelling and the country-of-origin are taken into account, organic soybeans produced in Korea gets the highest value and non-organic soybeans produced in Korea, organic soybeans produced in USA, and others are followed in order. For respondents who have children under 6 years or under 18 years, the importance of an organic labelling increased compared to those whose children do not fall into that age. The results of this study show that the country of origin, especially domestically produced products, is more importantly recognized than the organic labeling to consumers.

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.

The objective of this study is to investigate the commercializations and difficulties on the farm-food. For the activation of the farm-food, it is necessary to totally review the support of the government and prepare the supporting system like manual on the commercialization of farm-food that is helpful to the small farmers. It is also necessary to support small farms strategies customized for increase the sales and satisfaction on farm-food and build-up the promotion related to the green tour and/or farm experience. The results and finding of this study can be used to build-up the supporting system that reflects the rapid change of market and customer’s preference. They can also be used to design rational policies that is helpful to the farm-food producers.