학술논문
초등학생 자녀를 둔 어머니의 친환경농산물 구매의도 / Factors Influencing on Purchase Intention of Environment-Friendly Agricultural Products for Mothers with Elementary School Children
Document Type
Dissertation/ Thesis
Source
Subject
Language
Korean
Abstract
본 연구는 건강신념모델의 각 개념구성체가 주부의 친환경농산물 구매의도에 미치는 영향력을 알아보기 위해 실시하였다. 465명의 초등학생 자녀를 둔 어머니들이 인터넷 설문조사를 통해 대답하였다. 조사대상자들의 연령은 30대(68.8%)가 가장 많았고 학력은 4년제 대졸이 52.3%로 가장 많았다. 가족 구성원의 수는 4명(56.1%), 직업은 전업 주부(56.6%)가 가장 많았다. 가계소득은 300～499만원 사이가 51.8%로 가장 많이 차지하였고, 조사대상자의 74.4%가 아파트에 살고 있었으며, 지역별로는 일반도시(50.8%)에 사는 사람이 가장 많았다. 친환경농산물 이용기간은 1년 정도(40.2%)가 가장 많았으며, 구매회수는 보통 일주일 1회(37.4%)정도이었다. 1회 평균 구매금액은 2～5 만원(62.2%) 정도가 가장 많았다. 한 달 구매금액은 5만원 미만(33.1%)의 경우가 가장 많았다. 친환경농산물을 주로 구입하는 주된 종류는 채소류가 65.8%, 과일류 19.4%, 알류 6%, 곡류 4.7%, 서류(감자와 고구마) 2.2%, 육류 1.9%순으로 나타났다. 친환경농산물을 구매할 때 가장 중요시 하게 생각하는 것은 내부요인(안전성, 맛, 영양가)이었다. 다음으로 가족선호도, 가격, 환경보호, 외부요인(위생상태, 신선도, 크기, 색깔 및 모양, 포장, 생산자 및 브랜드) 순이었다. 친환경농산물을 구매할 때 중요시 하는 요인은 응답자의 직업유무, 가계소득, 거주형태, 거주 지역에 따라 유의한 차이가 있었다. 직업이 있는 경우와 가계소득이 높은 경우 가족선호도를 더 중요시 하였다. 아파트에 거주하는 조사대상자는 단독주택이나 연립주택 거주자에 비해 가격을 더 중요시 하였다. 서울 거주자는 광역시와 일반 도시 거주자에 비해 외부요인과 가족 선호도를 더 중요하게 생각하였다. 친환경농산물 구매의도는 3.77점(범위 1～5)이었고 건강관심도는 평균점이 2.17(범위 1～3)이었다. 조사대상자는 “건강에 좋다”가 친환경농산물을 이용할 때 가장 큰 이득이라고 여겼고, “가격이 비싸다”가 가장 큰 장애라고 답하였다. 조사대상자가 일반농산물을 이용할 때 가장 위험하다고 생각하는 것은 “유전자 재조합식품”이었다. 건강관심도는 조사대상자의 학력, 가계소득에 따라 유의한 차이를 나타냈다. 조사대상자의 학력, 가계소득이 낮을수록 건강관심도가 높은 것으로 나타났다(p
The purpose of this study was to investigate the component of the Health Belief Model(HBM) affecting housewives' purchase intention of environment-friendly agricultural products(EFAP). Four hundred and sixty five mothers with elementary aged school children responded to an on-line structured questionnaire. Of the respondents, 68.8% were in their thirties, 52.3% had finished a four-year university education and 56.6% were full-time housewives. About half of the respondents had household income between 3～4 million won and 74.4% were living in apartments. About 40.2% of respondents answered they had bought environment-friendly agricultural products for less a year, while 37.4% answered they had bough them once a week, whereas. 62.2% spent between 20～50 thousand won per shopping visit. The environment-friendly agricultural products which was most frequently bought was vegetables(65.8%). Internal factors(safety, taste, nutritional quality) were the most important factors when they bought EFAP. Family preferences, price, protection of the environment, external factors(hygiene, freshness, size, color and shape, package, producer and brand) were followed after internal factors. Respondents' purchase intention of EFAP was 3.77(range 1～5). The mean score of health concern was 2.17(range 1～3). The mean score of perceived benefits was 3.68(range 1～5). "Good for health" had the highest score(3.93) among 7 perceived benefits. The mean score of perceived barriers was 3.29(range 1～5). "High price" had the highest score(4.15) among 10 perceived barriers. The mean score of perceived risk was 3.48(range 1～5). "Genetically modified products" had the highest score(3.65) among 8 perceived risks. Health concern showed the significant differences(p
The purpose of this study was to investigate the component of the Health Belief Model(HBM) affecting housewives' purchase intention of environment-friendly agricultural products(EFAP). Four hundred and sixty five mothers with elementary aged school children responded to an on-line structured questionnaire. Of the respondents, 68.8% were in their thirties, 52.3% had finished a four-year university education and 56.6% were full-time housewives. About half of the respondents had household income between 3～4 million won and 74.4% were living in apartments. About 40.2% of respondents answered they had bought environment-friendly agricultural products for less a year, while 37.4% answered they had bough them once a week, whereas. 62.2% spent between 20～50 thousand won per shopping visit. The environment-friendly agricultural products which was most frequently bought was vegetables(65.8%). Internal factors(safety, taste, nutritional quality) were the most important factors when they bought EFAP. Family preferences, price, protection of the environment, external factors(hygiene, freshness, size, color and shape, package, producer and brand) were followed after internal factors. Respondents' purchase intention of EFAP was 3.77(range 1～5). The mean score of health concern was 2.17(range 1～3). The mean score of perceived benefits was 3.68(range 1～5). "Good for health" had the highest score(3.93) among 7 perceived benefits. The mean score of perceived barriers was 3.29(range 1～5). "High price" had the highest score(4.15) among 10 perceived barriers. The mean score of perceived risk was 3.48(range 1～5). "Genetically modified products" had the highest score(3.65) among 8 perceived risks. Health concern showed the significant differences(p