유기농산물 구매의사에 대한 구매만족도의 영향* - SUBP 모형을 중심으로 -

Effects of Purchasing Satisfaction of Organic Agricultural Products on Purchase Intention : A Seemingly Unrelated Bivariate Probit Approach

Because of growing recognition of the importance of food safety to health, consumers have become favorable to purchase organic agricultural products. In this context, this study examines the influence factors on future purchase intention of organic agricultural products, which can provide policy makers with valuable guidance to promote consumption of organic agricultural products. The particular focus of this study is on investigating endogeneity of observed behavioral choices used as independent variables. We used seemingly unrelated bivariate probit models and found that the variable, namely health satisfaction status in the past purchasing experience is empirically associated with the future purchase intention function. A comparison of models with and without correcting for the endogeneity shows model parameters and their statistical significance are sensitive to the model specifications. The results of this study indicate that correcting for endogeneity bias makes it possible to obtain more plausible estimates in deriving the predicted probability of the outcome. Thus, it is suggested that special care is required when framing empirical models with the presence of endogenous variables.