소비자의 건강관심도가 친환경농산물의 구매행태에 미치는 영향 분석

An Analysis on the effect of consumer’s health concern on purchasing behavior of environmentally friendly agricultural products

This paper analyzed the effect of consumer s health concern on purchasing behavior of environmentally friendly agricultural products using Food Consumption Behavior Research in 2016 statistical data. A simultaneous bivariate ordered probit model is applied as an analytical model to consider the endogenous generation of variables. The results of analysis indicate that the higher the interest of health, the higher the purchase frequency of environmentally friendly agricultural products. In addition, the higher the age of 40 or older, the higher the level of education, the higher the frequency of purchase of environmentally friendly agricultural products. Consumers who considers food quality as the most important factor are more likely to purchase environmentally friendly agricultural products. In the case of income, the result showed statistically significant health interest as the income level increased, but it did not have a statistically significant effect on the environmentally friendly agricultural products purchasing frequency model. Also, consumers who have a positive perception of environmentally friendly agricultural products consumption have higher frequency of buying environmentally friendly agricultural products.