「Analysis of the Purchase Behavior of Imported
Organic Foodstuffs in Italy and Korea」
●저자 : 김정호 (교신저자)
●학술지명 : Journal of Asia-Pacific Studies
●권호 : 29(1)
●게재년월 : 2022년 3월
●링크: http://journal.kci.go.kr/japs/archive/articleView?artiId=ART002823974
[초록]
Despite the growth of the
global market for organic agri-food products, studies focusing on the consumer
purchase behavior towards imported organic goods are rather limited. This paper
wishes to contribute to this research area by highlighting the differences and
commonalities between Italian and Korean consumers in the process of decision
making towards imported organic food products. Both countries have been
promoting organic farming and boosting awareness and education towards climate
change and the production and consumption of eco-friendly products. The demand
for organic products is expected to increase further as a result. Italy and
Korea can also count on the EU-ROK Organic Equivalency Agreement which provides
a big advantage in terms of trading time and costs. Overall, the factors
influencing the decision making of consumers of imported organic foodstuffs are
trustworthiness, product attributes, country of origin, and ethical concern.
The relative relevance and preference among these factors given by the two
consumer groups in the process of decision making were analyzed using the
Analytical Hierarchy Process (AHP) methodology. The results suggest that
Italian and Korean consumers value criteria similarly. Nevertheless, there is a
difference of perception of the products’ ethical dimension and the relevance
given to brand and reputation. Korean consumers are generally more brand
oriented and value green image comparatively more, while to Italian consumers
distance to the country of origin, and animal welfare are comparatively more
important. These new insights can be useful for marketers wishing to enter or
strengthen their position in the Korean and / or the Italian markets. Finally,
the conclusions drawn can serve as a basis for further research about purchase
behavior towards imported organic products.