Consumer's Perception for the Medicinal Crop and Processed Product
2012
Roh, J.S., Seoul National University, Seoul, Republic of Korea | Ahn, Y.S., National Institute of Horticultural and Herbal Science, Ginseng Research Division, Eumsung, Republic of Korea | Kim, Y.G., National Institute of Horticultural and Herbal Science, Ginseng Research Division, Eumsung, Republic of Korea | Min, S.H., Seoul National University, Seoul, Republic of Korea
The purpose of this study is to suggest competitive strategies of domestic Medicinal crop by analyzing consumers preference about medicine crop and Processed Medicinal crop product(Oriental medicine crop and Health foods). The result is as follows. First, health interest has positive effects on awareness and trust of effectiveness of Medicinal crops and Consumer concern about Safety hazards especially residual insecticides, heavy metal, and country of origin Second, Oriental medical doctor and reputation of the oriental medical clinic are important factors to choose oriental medicine, company and brand image is important for the choice of health/functional foods. In addition, consumers consider the effects of oriental medicines and health/functional foods and the safety of raw materials of the medicines and foods as important factors to choose both oriental medicine and health/functional foods. Third, Intake of oriental medicine was predicted by marriage and health interest and Intake of health/functional foods was predicted by disease and health interest. These outcomes can be used as a basic information in establishing policy alternatives for development of Medicinal crop industry.
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