주부들의 생활양식유형에 따른 유기농산물 구매특성 분석

Characteristics of Purchase Behavior of Organically Farmed Produce by Life Styles in Home Makers

&nbsp;&nbsp;본 연구에서는 서울과 수도권에 거주하는 유기농산물 구매경험이있는 주부들을 대상으로 생활양식 유형을 세분화 한 후 군집 분석하여 세분화된 유형별, 군집별 유기농산물 구매특성이 어떠한 차이를 보이는 지 알아보고자 하였으며 그 결과는 다음과 같다.<BR>&nbsp;&nbsp;첫째, 유기농 구매주부들의 라이프스타일은 개성 및 유행추구형, 사회적가치 추구형, 전통적가치 추구형, 생활변화 추구형으로 세분되었으며 이를 다시 군집분석을 하여 구분하면 소비적 자기중심 생활형, 소극적 현실안주형, 서구적 실용추구형, 현실적 문화생활형 등 4개의 군집으로 구분되었다.<BR>&nbsp;&nbsp;둘째, 각 군집별 인구 통계적 및 유기농산물 구매 특성은 다음과 같다.<BR>&nbsp;&nbsp;소비적 자기중심형은 전체의 24.7%를 차지하며 30대 고학력, 중상위 소득자(300만원대)로서 유기농산물 구매 비중이 비교적 높았다<BR>&nbsp;&nbsp;소극적 현실안주형은 전체의 31.9%로 40대, 교육수준이 높지 않으며 월평균 소득 200만원대의 전업주부 집단으로서 유기농산물 구매 비중이 상대적으로 적었다.<BR>&nbsp;&nbsp;서구적실용추구형은 전체의 24.0%로 30, 40대와 월소득 300만원을 중심으로 연령, 교육수준, 소득수준 등이 골고루 분포되어 있는 집단으로서 유기농산물 구매 비중과 구입품목은 소극적 현실안주형과 유사한 집단이라 할 수 있다.<BR>&nbsp;&nbsp;현실적 문화생활형은 전체의 19.4%로 40대, 교육수준이 아주 높지 않은 전업주부로서 월평균 약 300만원대의 소득수준을 유지하면서 유기농산물 구매 비중이 비교적 높았다.<BR>&nbsp;&nbsp;셋째, 유기농산물 구매 패턴(다량구매, 소량구매)에 구분력을 보이는 변수들은 교육수준, 주부의 취업유무, 월소득, 라이프스타일 유형 중 생활변화 추구형 등의 순으로 나타났다. 이들 중 월 소득과 주부의 취업유무가 가장 큰 구분력을 보였다.

&nbsp;&nbsp;The goal of this study is to examine differences in patterns of purchase behavior of organically farmed produce among home makers in Seoul and its suburbs by their lifestyle characteristics. Cluster analysis was used to classify different lifestyles among home makers.<BR>&nbsp;&nbsp;Our findings are as follows ;<BR>&nbsp;&nbsp;1. Among home makers who purchased organically farmed produce, their lifestyles were characterized by pursuing: fashion/trend/popularism, social values and norms, traditional values and life changes. When they were classified into four groups, they were grouped as : (a) self-focused/consumption - oriented group, (b) passive/self-satisfied group, (c) active/western-or practical- value-oriented group, and (d) realistic life style group.<BR>&nbsp;&nbsp;2. Characteristics of demographic profiles and purchasing behaviors of organically farmed produce were : (a) self-focused/consumption-oriented group (24.7%) was highly educated with middle-to-high income (~3 million won per month) in their 30s, and some of them were working for pay. They purchase a relatively high proportion of organically farmed produce. (b) passive/self-satisfied group (31.9%) was relatively low level of education with average monthly income about 2 million won. Most of them were full-time home makers. They purchased very little organically farmed produce. (c) active /western or practical-value-oriented group (24.0%) was mostly in their 30s and 40s. Their monthly income was about 3 million won. Their purchase behavior of organically farmed produce was similar to that of passive /selfsatisfied group. (d) realistic life style group (19.4%) was in their 40s with a relatively low level of education and their monthly income was about 3 million won. They purchased a relatively high proportion of organically farmed produce.<BR>&nbsp;&nbsp;3. Factors that significantly influenced the level of organically farmed produce purchase were education, full-time home makers or not and income. Among life style characteristics, pursuing life changes was also associated with the level of organically farmed produce purchase. In particular, their monthly income and full-time home makers or not were strongly associated with purchasing organically farmed produce.