Effects of Value Inclination of the Producers on Production Intention of Environment-Friendly Products: Mediation Effects of Perceived Public Certification and Shared Value

Purpose: This study attempted to identify the effects that would be brought about by the value inclination of agricultural and livestock products producers upon the intention to produce environment-friendly products. Research design, data, methodology: In this study, We analyzed the data used in Yang et al.(2014) with producers of agricultural and livestock products in Incheon-si and Gyeonggi-do. Total of 149 valid questionnaires were corrected and value inclination as divided into individualism orientation and collectivism orientation, it has been tried to identify whether the intention to produce environment-friendly products would vary with producer`s orientation or not. Results: According to the analysis result, individualism, collectivism perceived public certification and shard value were positive effect on production intention of environment-friendly product. Conclusion: This can be said to have been an attempt to establish a more effective and specific strategy through identifying the characteristics of producers that must be considered first of all in the process of establishing policies.