This study analyze the willingness to pay for customized agricultural products to diabetes. For this purpose, a survey was carried out for patients with diabetes 212 patients. The main results are as follows. First, the survey found that the interest in health and food was found to be very high in 93.9 % and 85.9 % respectively. This means that there is sufficient market potential if customized food and diets for diabetes are developed. Second, the Logit analysis showed that influential factor for the willingness to pay for a customized diet. The higher the risk, the better the health outcomes, the higher the likelihood that the higher the level of income, the more likely it is to purchase a product for a diabetic food package. Third, the average amount of willingness to pay for the customized food for diabetes patients was 7,823.5 won and the truncated average value was 6,953.3 won.

농수축산 포장디자인과 브랜드 개념은 이미 오래전부터 중요성을 인식하고 있었으나, 생산자 위주의 포장디자인과 유사브랜드의 개발로 차별성이 없고 경쟁력이 떨어지고 있다. 오늘날과 같이 고객의 요구가 다양해지고 시장이 세분화 되고 있는 상황에서 농수축산 제품의 디자인, 기능, 가격, 품질 등의 차별화만으로는 더 이상 경쟁력을 확보할 수 없고, 다른 상품과 달리 소비자가 쉽게 구매결정을 하는 비용이 저렴한 제품이므로, 더욱 더 포장디자인의 역할이 중요하다고 볼 수 있다. 이에 농수축산 포장디자인의 개념, 기능, 가치부터 농수축산 포장산업의 현황, 친환경 포장소재에 관한 내용을 조사하게 되었다. 식재료나 식료품을 구입할 때 음식이 담겨있는 포장디자인과 포장소재는 매우 중요한 역할을 한다. 농산물 패키징은 단순히 식품을 포장하는 용기를 넘어 기능성식품의 효능을 보존하고 물류 적재 방식과 물류비에도 큰 영향을 주고 있다. 글로벌 식품시장의 지속적인 성장이 이루어지는 가운데 농수축산 상품이 글로벌 상품에 효과적으로 대응하기 위해선 국제경쟁력의 확보, 고부가 기능성 식품 개발, 전통식품의 프리미엄화 등이 필요하다. 농수축산 포장디자인의 기대효과는 농가소득을 증대하고 농촌경제 활성화, 농업의 고부가가치화를 위한 농촌산업화 전략이다. 이를 위해 체계적인 방안을 모색하여 차별화할 수 있는 연구를 지속적으로 진행하고, 특히 상품판매를 위한 포장디자인은 농산물의 이윤추구와 농촌경제를 성장시키는 중요한 역할을 하므로 이에 대한 전략 방안을 제시하였다. 농수축산 포장소재에 관한 연구를 통해 친환경소재를 상품에 접목시키고 경쟁력 있는 농산물 포장산업에 기여하고자 한다.

원전 주변의 농경지에서 생산되는 농산물은 방사능 오염으로 인해 체내 방사능 오염을 유발할 가능성을 가질 수 있다. 이에 원전 주변에서 채취된 농산물을 건조 처리하여 섭취에 의한 내부피폭선량 평가를 위해 90Sr의 방사능 농도의 한계치를 알아보고자 하였다. 감마동위원소 분석결과 모든 시료에서 인공핵종은 검출 되지 않았으며, 쌀에서 < 0.0166~0.0336 Bq/kg-fresh, 배추에서 <0.00586~0.0421 Bq/kg-fresh, 열무에서 <0.013 5 ~0.106 Bq/kg-fresh, 배에서 0.0114 ~ 0.0901 Bq/kg-fresh 로서 평상변동범위 수준이었다. 일반인에 대한 연간 선량한도인 1.0 mSv 대비 쌀, 배추, 열무의 90Sr에 대해 각각 0.0177%, 0.0222%, 0.0376%, 0.00243%가 나 왔으며, 이 값은 일반인에 대한 법적 기준치 1 mSv/yr∙man 비해 0.1 % 미만의 값이 나타났다. 따라서 식생활에서 음식 섭취량 또는 연령을 고려하여 어린이, 어른이 섭취하는 식품에 대한 폭넓은 평가가 필요할 것으로 사료된다.

인구감소, 고령화, 이상기후 등의 극복을 위해 기존의 노동집약적 방식에서 자본집약적 방식의 첨단산업화로 영농환경은 변화하고 있다. 영농환경의 변화는 미래 시장의 기회로 삼을 수 있으며 다양한 ICT(Information and Communication Technologies) 융복합의 스마트 팜 등이 영농의 계량화, 자동화, 네트워크화로 실현되고 있다. 시설원예·과수·축산 분야에 센서 등 다양한 ICT영농기기와 복합자동환경제어시스템을 도입한 혁신농장 스마트 팜은 온·습도 등을 원격 모니터링하고, 축적된 생육정보를 활용하여 최적상태로 생장을 관리할 수 있는 첨단 시스템이다. 스마트 팜 농업은 생산성 증진·품질 향상 뿐만 아니라, 생산·유통·소비과정에서 비용절감 효과가 크다는 장점이 있다. 오늘날과 같은 경쟁 속에서 경쟁력 확보를 위 한 농식품 포장디자인의 중요성은 날로 증대되고 있고 농업의 생산구조가 변화하는 시점에서 농산물 포장디자인도 변화되 어야 할 것이다. 정보통신 기술을 농업에 접목한 스마트 팜 농업을 위한 포장디자인 연구가 절실히 필요하며 그 중 딸기 생산을 중심으로 한 실제사례 발표를 통해 변화하는 농업에 기여하고자 한다.

The global trade partners have been diversified and mixed in agricultural market, which is expended the international agri-food market through the Regional Trade Agreement and World Trade Organization, etc. The aim of this study is to derive influential factors for exports increases of agricultural products targeting to Association of South-East Asian Nations (ASEAN). We set the equation for agricultural products exports referred to panel gravity model considering panel fixed effect for controlling endogeneity within variables. The results of this study are the follows; (1) Social economic distance considering international oil price negatively affects in the mushroom model; (2) Korean GDP affects (-) in a mushroom model and (+) in a vegetable model, however, ASEAN’s per capita GDP indicates opposite influence in the same model; (3) Relative exchange rate shows negative impact in a vegetable model; (4) The entry status into WTO and the status in force of FTA have converse effects in mushroom and vegetable model, respectively.

본 연구는 국내산 농산물의 안정적인 저온저장온도 결정 을 위하여 동결점을 분석하고 품질에 따른 저장온도 설정에 대한 기초자료를 제공하고 과냉각 한계점 측정을 통하여 과냉각 저장 가능성을 모색하고자 수행되었다. 동결점 및 과냉각 한계온도를 분석하기 위하여 국내산 마늘, 오이, 대파, 고추, 참외, 메론, 복숭아, 자두 등의 국내산 농산물을 자체 제작한 송풍식 냉동기를 이용하여 완만 냉각시키면서 농산물 내부에 삽입된 온도센서를 이용하여 열방출을 측정 하였다. 또한 일반 품질특성 인자들이 각 농산물 동결점에 미치는 영향을 분석하기 위하여 당도, 산도, 함수율 및 경도 를 측정하였다. 열방출 최고점을 기준으로 판단한 농산물 의(동결점/과냉각 한계점)은 마늘(-1.6/-7.8℃), 대파(-0.5/ -3.7℃), 오이(-0.5/3.3℃), 풋고추(-0.7/-4.9℃), 포도(-1.6/-5. 7℃), 참외(-1.6/-4.6℃), 메론(-1.3/-2.8℃), 복숭아(-0.8/-3. 3℃), 방울토마토(-0.3/-5.9℃), 자두(-1.1/-4.2℃), 무(-0.3/-0. 8℃), 단감(-1.7/-4.7℃), 사과(-1.5/-3.2℃), 고구마(-1.5/-3. 7℃), 감귤(-0.8/-4.7℃), 배(-1.5/-4.2℃), 딸기(-0.9/-3.4℃)이 었다. 이러한 동결점은 각 농산물의 이화학적 특성분석에 비추어 볼 때 당 성분에 따른 동결점 내림 경향과 일치하여 당도분석을 통한 저장온도 설정 가능성을 제시하였다.

The purpose of this study is to analyze willingness to pay (WTP) for organic agricultural products. To accomplish the objective of the study, a consumer survey was conducted. Based on the pilot survey results, parametric survival model was used to analyze the WTP for organic products. The estimation results showed that the WTP for organic agricultural products is 1.4-fold when compared with the conventional products, which is lower than the current price by about 30 percent. The analytical results also showed that such variables as gender, recognitions for organic agricultural products, and consumers’ income have very significant effects on the WTP, and that there are no differences among WTPs by consumption goals. Based on major findings, the most effective countermeasure was suggested for expanding of organic food consumption through the premium reduction of organic products. Reducing the costs of production and distribution, supporting farmers’ income by direct payment system were presented. Furthermore, it is needed to allocate more budget for promoting the consumption and distribution of organic agricultural products, and for enhancing conservation of agricultural environment.

최근 농촌 인구의 감소 및 고령화현상, 도농소득격차의 심화로 농촌의 부정적 상황이 지속되고 있으며 농업부가가치 및 농 가 소득이 정체되는 것을 타파하기 위해 농업 6차산업에 대한 필요성을 느끼게 되었다. 농업 6차산업의 활성화를 추진하고 이에 대한 발전전략 연구를 위해서 농업 6차 산업의 개념과 의미를 정의하고 농촌의 현실을 객관적으로 판단하기 위한 농 촌산업의 동향을 살펴보았다. 특히, 일본의 성공적인 6차 산업의 현황과 포장디자인의 사례를 분석한 후 농촌산업의 활성 화를 위한 6차산업 발전 전략을 제안하고자 한다. 농업 6차산업의 기대효과는 농업의 고부가가치화, 농가소득 증대, 농촌경 제 활성화를 위한 6차산업화와 농촌산업화 전략이다. 이를 위해 체계적인 방안을 모색하여 농산물 생산뿐만 아니라 가공, 제조, 체험, 관광, 숙박, 농가레스토랑, 판매 등 모든 분야가 융.복합적으로 발전할 수 있는 연구를 지속적으로 진행하고자 한다. 특히 상품판매를 위한 포장디자인은 농산물 소비량 증대와 농촌경제를 성장시키는 중요한 역할을 하므로 이에 대한 전략 방안을 제시하였다.

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.

Taking China’s rural tourism as a platform and taking advantage of agricultural tourism products to attract foreign tourists can help to realize the green marketing of agricultural tourism products, improve the added value of agricultural tourism products, promote the healthy development of rural economy and seek a new way to solve the Three Rural Issues in China. The paper makes a brief review on the concept and characteristics of agricultural tourism products, makes a data analysis of the foreign tourists’ demands for and consumption characteristics of agricultural tourism products through the questionnaire, and finally, combining with the actual key problems, makes a proposal on the strategies for China’s attracting foreign tourists with agricultural tourism products.

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.

In this study, consumers who have experience of visiting Jeongsun Arirang Market has been selected as samples to understand the characteristics of agricultural products purchase. For this, double hurdle model was used in order to resolve sample selection problem and obtain consistent estimator. The key points are the following. First, as the age increases(up to 59.8 years), chances of purchasing the products at traditional market increase as income increases. Second, when the residence area is outside of Gangwon-province, the purchase amount of the products increased compared to those from visitors within the Gangwon province. Also, visitors who use public transportations purchase less products compared to those who use their own car. Third, probability of agricultural products increase as the visitors consider positive effect the product purchase leads to the local farmers. Fourth, if the visitors consider the quality of the agricultural products, probability of purchasing agricultural product at the site increases. However, if the visitors consider the freshness of the agricultural products, the purchase amount rather drops. Fifth, the probability of purchase increases as visitors consider the brand of traditional market.

The main purpose of the research is to suggest a new business model of direct distribution of organic agricultural products cultivated in suburban area. To secure competitiveness, logistics cost reduction is important through direct transaction of organic agricultural products cultivated on suburban area. The research addresses food safety, farmers' income and unemployment issues with Eco-M business model. The research methods include investigation on the followings: current domestic agriculture; related problems on the existing literature reviews; the current status of suburban agriculture; specialty store of eco-friendly agricultural products. Eco-M business model can solve various problems of suburban agriculture supply system, challenges of organic farming specialty stores, unemployment issues, and difficulties of processing verticalization. Future research should include followings. First, there should be comparative analysis between businesses of environmentfriendly specialty stores through suburban agriculture and producer's agriculture connected with organic farming market. Second, it is required to develop strategy of environment-friendly specialty stores. Finally, analysis of the potential of Sextic industries is necessary throughout production-process-service process.

The objective of the study to investigate factors affecting consumers’ consumption extension toward environment-friendly agricultural products in Suncheon city. The main results of the analysis are as follows. First, the main reason that consumers purchase environment-friendly agricultural products is “concerns of pesticides.” Second, NAQS is highly trusted of a certificate institution. Third, the results show that consumers is satisfied such as safety, freshness, nutrition, whereas price, package design and taste are dissatisfied. Fourth, the factors affecting increase in the consumption of environmental-friendly agricultural products, have been analyzed in the variables noted of whether Sex, marital status, purchase experience, Private Certificate Authority faulty.

The objective of the study is to investigate factors affecting consumers’ purchase intention toward imported organic agricultural products. To accomplish the goal of the study a consumer survey was administered for randomly selected households residing in capital area. Results show that the more consumers trust a safety of domestic products and a certification system, the less they purchase the imported products. In addition, it is demonstrated that educated consumers are relatively less reluctant to imported organic agricultural products. Finally, an improvement of domestic certification system, decrease of price of environmentally friendly agricultural products, and aggressive promotion are required to enhance the competitiveness of the domestic environmentally friendly agricultural products.

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.

Since organized living cooperative associations sold their environment-friendly agricultural products directly to independent consumers in the past, the general distribution channels such as wholesalers had difficulty in handling these products. However, the ratio of distribution via wholesale channel has been gradually increased as consumption of environment-friendly agricultural products has expanded. This study is to address vitalization of wholesale distribution for environmentfriendly agricultural products by gathering previous statistical data and analysis. In addition, statistical analysis are conducted by utilizing surveys on forwarders, consumers for environment-friendly agricultural products. As a result, the products producers ship are distributed through dealers at producers sites, producers cooperatives, or food process companies, food companies, internet shopping malls, large-scale distribution companies, consumer groups such as living cooperative associations, direct outlets at consumers sites, or exports. Among the channels, the large-scale distribution companies and franchised special shops account for 47%, the general supermarkets 15.7%, and living cooperative associations 14.6% respectively. By utilizing the research results on producers and consumers, and the distribution weight by channels for environment-friendly agricultural products, the distribution channels for living cooperative associations, wholesale markets, and large scale distribution companies are compared and evaluated. As a result, the level of producers’ and consumers’ satisfaction for them is the lowest since the low selling price for producers and high distribution margins.

농업유래의 바이오매스 중 볏짚의 저장형태와 저장기간에 따른 수분함량 변화와 바이오매스의 화학적 성분 변화를분석함으로써 바이오에탄올 생산을 위한 원료의 최적 저장방법을 제시하고자 하였다. 주요 결과는 아래와 같다.1. 볏짚의 수분함량 변이를 측정한 결과 실내에서 보관한사각곤포 및 원형곤포는 약 20 ~ 25%의 수분함량을유지하였으며 실외에서 보관한 비가림 시설을 도입한사각곤포의 경우 20%이하의 낮은 수분함량을 확인하였다.2. 볏짚의 화학적 성분의 변이를 분석한 결과 실외보관곤포는 cellulose 및 hemicellulose의 함량이 큰 폭으로감소하였으나, 실내에서 보관한 곤포들은 비닐원형곤포를 제외한 나머지 집속형태에서는 오히려 성분의 함량의 증가를 확인하였다.3. 볏짚을 장기간 보관할 때에는 외부환경을 차단할 수있는 실내에서 보관하거나 부득이하게 실외에서 보관할 때 최소 비가림 시설을 도입하여 수분함량 및 화학적 성분의 감소를 최소화해야 바이오에탄올 생산을 위한 고품질의 원료로써 이용될 수 있을 것이다.

With the increase of visitors to rural tourism villages, the direct selling at sites is getting vitalized. Accordingly, their display stores is getting more important. Therefore, this study has selected 30 domestic rural tourism villages as study objects for the attitude survey of 200 farming suppliers and the site examination for the designs of those display stores in order to analyze their status and classify the types of necessity. Such operation status as sale item, sale method, method of supply and demand, major customer, sales scale, manager, opening hour, and operation cost were examined, to identity and for design factors the pattern, material quality and color were investigated. For the attitude of farming suppliers, the tactics of sales, the reason for being positive or negative, the functionality and the features of display stores were examined through brainstorming. IBM SPSS Statistics 20 Program was employed for Frequency, which indicated that village chiefs and store managers with the sales scale of 1 to 20 million won are dealing with female customers in their 40's and 50's and that those stores are open at the time of experience or year round without any operation expense. Permanent type and Fixed type were found to be the design factors of the display-case type with the material and the color of wood and orange respectively. The result of investigation analysis of farming suppliers' attitude showed the followings: the need of display stores is quite high, structure type and permanent type have high fitness and from the viewpoint of display-on-table type as a standard moving type was very convenient. The analysis of significant items at the characteristics of those display stores revealed that their locations, quality conservation, sanitation, users' convenience, designs and promotion are very important. The result of status analysis revealed that though there is a correlation among the types of display stores depending on the visiting season of tourists their installing is not desirable. Three types have been analyzed: Type 1 is a structure type only in the villages with continuous visitors, Type 2 a moving-table type only in the villages with temporary visitors and Type 3 is a fixed display-case type.