친환경농산물의 소비행태별 WTP 분석 및 친환경농업의 환경개선효과 추정

(An Analysis on Willingness to Pay by Consumption Behaviors of Environment-Friendly Agricultural Products and Estimating Environmental Improvement Effects of Environment-Friendly Agriculture)

The objectives of this study are to analyze the willingness to pay (WTP) on environment-friendly agricultural products (EFAP) and estimate environmental improvement effects of environment-friendly agriculture (EFA). To analyze the WTP differences by consumption behavior on EFAP, a survey was conducted for 247 housewives living in Seoul. The WTP by consumption behaviors, for example frequency, amount and scale of purchase, and price satisfaction, showed significant results respectively. It was estimated that the average WTP of Seoul citizen for environmental improvement effects of EFA was 13,388won per month. When it is turned into the total number of households in Seoul, it is approximately 658.3 billion won per year.