이변량 프로빗 모형을 이용한 친환경 농산물 구매 결정요인 분석 : 춘천지역 주부를 대상으로

A Study on the Consumers Buying of Environment-friendly Agricultural Products Using Bivariate Probit Model : Focusing on Housewives in Chuncheon

This research has divided enviro-friendly agricultural products into “ogranic” and “pesticides-free”, and, with the application of the bivariate probit model, analyzed the factors influencing on purchasing of enviro-friendly agricultural products. The results and their implications are as follows. The analysis result of the purchasing of organic agricultural products has revealed that when the consumers are more concerned more about freshness, their purchase intention of organic agricultural products showed positive (+) effect. The more awareness of the quality certification for organic agricultural products or pesticide-free agricultural products, and the more necessity about the quality certification system, the more increase of purchasing for each agricultural products it shows. Thus, it can be concluded that since the purchase intention of enviro-friendly agricultural products is most affected by the fact whether or not have “awareness of the quality certification system”, it is necessary to provide the consumers with continuous promotion and education of the system. Furthermore, in the distribution process of the quality certified agricultural products, it is necessary to have a continuous expansion of the uniformed advanced distribution system such as refrigeration for freshness maintenance, precooling processing, cold chain system, and so on. Lastly, a differentiated market strategy is needed according to the certification authority of enviro-friendly agricultural products.