This study attempted to identify relative evaluation to its attributes and improvement of consumer’s demand in the Environment-Friendly Agricultural Products (EFAP). To identify the consumption patterns of EFAP, a series of household surveys were conducted for housewives residing in Seoul and its metropolitan area (Bundang and Ilsan). The sample size of the survey is 366 respectively. This study operated relative evaluation of EFAP by Multi-Demential Scales(MDS) about 10 attributes that this study set up. As the result, the consumers recognized that EFAP is “protection of ecosystem”, “food safety”, “good for growth of children”, “high quality”, and in case of conventional farming products is “inexpensive price”, and “diversity of purchasing items”. This trend has significant implications to the structure of EFAP output and how positioning strategies, and approaches should be properly formulated and implemented.

Recently, production󰠏consumption quantity and market size of environment󰠏friendly agricultural products(EFAP) have been increased. Consumers have demanded food safety and nutrition of EFAP, but in the near future they will need many kinds of item, relatively low price and high quality. So producers have to make an effort for down󰠏cost, increasing items and developing technical know󰠏how, which can be attained by producer/region organization. Correlation coefficient between the recognition degree for certification system and purchasing amounts at a time is higher than other ones. Therefore public information works using the TV and newspaper must be promoted all the more about certification system. And if the consumer"s satisfaction level of EFAP purchased gets higher, the quantity demanded will be increased more. And consumer"s trust on EFAP is derived from certification system or close relation between producers and consumers. Thus the most important thing of marketing strategies for EFAP is continuously to focus on explanation and information works on certification system by region in metropolitan area. Also, it is necessary to introduce green marketing principles and apply to strategies by item type. Namely those need to establish target market segmentation and marketing strategy stages according to the green degrees of market and commodity.

The purpose of this study is to analyze policies on environmental-friendly agriculture(EFA) and find out some implications. As we know well, EFA contributes environmental substantiality by using organic production methods and provides consumers with a secure, safe nutritious food supply. As consumption of environmental-friendly agricultural products increasing, policies on EFA began in the 1990s and it has been generally expanded in Korea. The strategies for sustainable EFA aim to promote harmony among human beings and between humanity and nature require. In addition, support to develop marketing activities, regionalization, and political support must be further developed.

The study must have standpoints for the stable market construction of the Environmental󰠏Friendly agricultural products of the quality󰠏certificated which has rapidly grown due to a discussion of the environment and agriculture, income increase and the interests on foods stability. The survey was conducted through face󰠏to󰠏face interview of 200 adults who are in their twenties or more in Cheonan󰠏city. In this research, the Environmental󰠏Friendly agriculture was a clean agriculture not using a fertilizer or chemicals and the agriculture which protects the environment by preventing the environmental pollution. In the analyses of the consumer"s willingness to pay, the rice showed 69,851 won, and a lettuce and bean󰠏curd showed 947 won and 1,412 won respectively. In terms of current issues of the policy, to establish the stable circulation structure and consumption strategy, there must be a clearness raise of the Quality Authentication (QA) Mark. To raise the trust through quality authentication, there must be transparency raise of information by distribution stages and the thorough post management of the official institutes. Also, to persue the competitive product differentiation, there must be the settlement of the product brand on the market, development of the new production technology and a classification of consumers by incomes. Finally to construct stable distribution and price system, there must be active participation of the local agricultural cooperatives in the distribution of the Environmental󰠏Friendly agricultural products of the quality󰠏certificated and the understanding of the proper price of the consumer market and flexible strategy of the price change.

This study attempted to estimating economic value of environmental resource by using the contingent valuation method(CVM), known as one of the tool measuring the economic benefits. To analysis the preservation value of Bong󰠏seo Mt., the surveys were conducted for citizens resident in Cheonan city. The sample sizes of the survey were 200 respectively. The survey method adopted face󰠏to󰠏face interview method as a mean of correcting useful response. This study considers models for evaluating the willingness to pay(WTP) based on payment card contingent valuation survey data and has attempted to measure goodness of fit for the data obtained from the survey design. It was estimated that the average WTP of Cheonan citizens for a maintenance and management of Bong󰠏seo Mt. was 5,010 won per month and 60,118 won per year. When it is translated by total number of households in Cheonan city, there is the preservation value of approximately 8.8 billion won per year. On the other hand, total expense of development increased about 1.7 times over including application of the preservation value.