Segmentation and Characteristic Analysis of Urban Farmers Behavior
2010
Hwang, J.I., National Academy of Agricultural Science, RDA, Suwon, Republic of Korea | Choi, Y.J., National Academy of Agricultural Science, RDA, Suwon, Republic of Korea | Jang, B.G., National Academy of Agricultural Science, RDA, Suwon, Republic of Korea | Rhee, S.Y., National Academy of Agricultural Science, RDA, Suwon, Republic of Korea
The purpose of this study is to segment and examine urban farmers behavior by applying a two-step cluster analysis and multi-nominal logit model. The data were collected by a telephone survey with two-staged stratified random sampling in the cities around the country for the purpose of acquiring representative data. Respondents were asked to describe their awareness of urban agriculture, their agricultural activity, and socio- demographic characteristics. Among 2,000 cases, 381 cases(19.1%) which were of participants in urban agriculture were analysed in SPSS. From the findings, 27.3% of respondents had heard the word 'urban agriculture', and 25.5% of them regarded themselves as urban farmers. Four different clusters were derived from two-step clusters based on motive, place, companion, area and hours. They were 'Large scale hobby farming(cluster 1)', 'Weekend farm/ hobby farming(cluster 2)', 'Land/ Self-supporting farming(cluster 3)', and 'Small scale hobby farming(cluster 4)'. The result of multinomial logistic regression showed that there were significant differences among these four segmented groups in terms of age, city size and housing type. In other words, there is quite a possibility that urbanites select different urban farming types according to their socio-demographic profiles. Therefore, the urbanite profiles can be used as the basis for promoting policy of several urban agriculture types. According to the result, policy directions for facilitating urban agriculture were presented.
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