소비자의 환경의식이 친환경농산물 인지도 및 구매의사에 미치는 영향

(The Effectiveness of Consumer’s Environmental Consciousness on Environment-Friendly Agricultural Products Perception and Purchase Intention)

The purpose of this study was to analyze the relationship between a consumer’s environmental consciousness and environment-friendly agricultural products (EFAP) perception. The survey was conducted for housewives living in Cheonan-si and the collected data was analyzed by using a structural equation model. As a result, the more consumers were acquainted with environmental problems and positive activities in the environment, the more they were aware of EFAP. Also, consumers whose EFAP perception was high were more satisfied with the consumption of EFAP, and their intention to purchase products were high. This suggested that for the increase of EFAP’s consumption to be possible, more publicity about it was needed.