GAP인증 농산물에 대한 소비자의 지불의사와 생산자의 수용의사 비교

Comparison of Consumer’s WTP and Producer’s WTA for GAP Certified Agricultural Products

This study estimates the producer’s willingness to accept (WTA) and consumer’s willingness to pay (WTP) for GAP-certified agricultural products. We apply contingent valuation method (CVM) with producer and consumer survey data. The results suggest that the producer’s willingness to accept is turned out to be the lowest for fruits followed by grains and vegetables. On the other hand, the consumer’s willingness to pay turns out to be relatively higher in grains and fruits than fruit-vegetables and vegetables. Accordingly, the difference between WTP and WTA is the largest in fruits and the smallest in vegetables. The order of this difference is exactly the same as the GAP certification rate for each category of agricultural product. Therefore, in order to increase the rate of GAP certification, the government needs to improve consumers’ awareness and reliability regarding GAP certification. Concurrently, the production side support plan should be implemented.