GAP 약용작물을 이용한 한방가공제품에 대한 소비자 지불의사추정

(Consumer’s Willingness to Pay for the GAP Medicinal Crop)

The importance of Good Agricultural Practices (GAP) crops for competitiveness of the domestic industry is emphasized in order to overcome the worsening environments of FTA (Free Trade Agreement) between Korea and China. The main objectives of this study are 1) to analyze relationship between consumer characteristics and willingness-to-pay toward GAP medicinal crop and 2) to identify the reason why there is no willingnessto- pay for GAP products. Contingent Valuation Method (CVM) was utilized to analyze the relationships. The results show that GAP awareness affects positively on the willingness-to-pay of GAP medicinal crop. The estimation result indicates that consumers are willing to pay a price premium for oriental medicine, health foods, and processed food using GAP medicinal crop, range from 36 to 43 percent, from 33 to 34 percent, and about 29 percent, respectively. The major reason for not having willingness-to-pay is because of no difference between General medicinal crop and GAP medi-cinal crop. These outcomes can be usedas basic information in establishing policy alternatives for vitalizing GAP medicinal crop.