Study about the Determinant Factors of Consumers about Environment-friendly vegetables : Focusing on Carrot and Oriental Melon
2016
Kim, S.H., Gallup Korea, Seoul, Republic of Korea | Ryu, I.H., Gallup Korea, Seoul, Republic of Korea | Lee, K.Y., Gallup Korea, Seoul, Republic of Korea | Lee, J.W., Gallup Korea, Seoul, Republic of Korea
Even though Korean consumers have shown the strong preference for environmentfriendly agricultural products, the real market of environment-friendly agricultural products may reach a plateau. In order to overcome this problem, researchers should find the more specific consumers' needs, including taste, flavor, shape, and others. and offer some implications to farmers and marketers. The object of this paper is to analyze the determinant factors of Korean consumers about environmentfriendly carrot and oriental melon, through survey and fuzzy multi-criteria decision making approach. The results of analyses present that Korean consumers have the unique determinant factors about environment-friendly carrot and oriental melon, which are different from conventional carrot and oriental melon. Korean consumers' experience of the buying of environment-friendly vegetable is also influential in the determinant factors. Findings and implications from this research may be useful to Korean producers and other researchers.
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