국내산 망고의 소비의향 요인분석

Identifying Factors Affecting Consumer’s Choice to Domestic Mango

The purpose of this paper is to present the policy implications in order to secure stable supply for new cash crops as an option responding to Climate Change. For this study we estimated what variables affect customer’s choice for the domestic mango consumption. We analyzed the factors of consumption intention for domestic mango by using the Ordered Probit Model with the results from survey on consumer’s purchase attitude and intention. The result shows some variables such as income, recognition of temperature increase, recognition of safety and contentment of quality to price are significant. Therefore it is required to develop a new variety of crops for climatic adaptation, a new cultivation technology, a strategy for marketing to higher-income consumers and considerations on safety issue in order to increase its consumption.