지역특산품 공동브랜드의 농가 참여 의향 분석

An Analysis of Producers Participation in a Allied Brand of Agricultural Products

This study aims to find some influencing factors of producers participation in a allied brand of agricultural products. The probit and logit models are estimated using a survey data. The results indicate that education, production scale, farm price, and whether or not use of individual brand are important factors of producers participation in the allied brand. The lower the education level, the larger the production scale, and the higher the farm price, the lower the probability that they are willing to participate in the allied brand. The results also suggest that producers who have already used individual brands are less likely to participate in the allied brand. The results of this paper could be an important information to promote the allied brand.