로컬푸드 직매장에 대한 생산자와 소비자 인식 조사연구

A Study on Producers’ and Consumers’ Perception on Local Food Direct Marketing

The purpose of this study is to analyzes how producers and consumers perceive and evaluate the Local Food Direct Marketing (LFDM) system using a survey study. For this, we conducted separately for producers who ship to farmers market and consumers who regularly purchase agricultural products in order to compare and analyze the perceptions of producers and consumers of farmers market. The main findings are as follows. First, there is a difference in perception between the producers and consumers in terms of price, accessibility, and stock management. Second, the overall satisfaction of the consumers is much lower than that of the producers. Especially, the price level, product diversity, and accessibility to shop are of great dissatisfaction. For the success of the LFDM system, it is inevitable to enhance the consumer’s satisfaction. Since farmers market is a space where producers and consumers directly trade local food, it is necessary to analyzes a reasonable LFDM that can effectively meet the needs of them in the future.