인증농산물의 구매편향성에 관한 연구 - 두부를 사례로 -
(주)코리아스칼라
- 최초 등록일
- 2023.04.05
- 최종 저작일
- 2016.12
- 10페이지/ 어도비 PDF
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서지정보
ㆍ발행기관 : 한국식품영양학회
ㆍ수록지정보 : 한국식품영양학회지 / 29권 / 6호
ㆍ저자명 : 박정아, 장영수
영어 초록
The objective of this study is to examine the effects of consumer beliefs regarding three food certifications on their behavioral intention and the behavioral intention biases to purchase (purchasing intention biases) certified agricultural products as predicted by a subjective probability model. The food certifications used for this study are ‘Organic food’, ‘Traceability system of food products,’ and ‘Hazard Analysis Critical Control Point (HACCP)’. Tofu (bean curd) was selected as being representative of agricultural food products, for the purposes of this study. In 2016, we surveyed 243 consumers regarding the strength of their belief regarding their prior beliefs relative to each certification, as well as the strength of their intention to purchase certified tofu based on their belief strengths for this study. The study resulted in the following findings: Firstly, consumers hold more than two different prior beliefs for each of the three certifications included in this study. Consumers’ prior beliefs regarding these certifications have an impact on their consideration as to whether they plan to buy those certified agricultural products. Secondly, consumers try to persuade themselves to ensure that their particular belief about the product’s certification could lead to a purchasing decision regarding that agricultural product
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