소비자의 소비가치가 저탄소 인증 농산물의 태도와 구매의도에 미치는 영향

Abstract

Purpose: This study sought to examine factors that influence consumers’ purchasing behavior in order to derive specific strategies for expanding consumption of low-carbon certified agricultural products. To this end, the impact of consumers’ functional, emotional, social, and epistemic consumption values on attitudes toward and purchase intention toward low-carbon certified agricultural products was confirmed. Research design, data, and methodology: A survey was conducted on 1,000 household members primarily responsible for purchasing food at home, and all 1,000 response sheets were used for analysis. Frequency analysis was conducted to identify respondent characteristics, and confirmatory factor analysis and correlation analysis were conducted to verify the reliability and validity of the measurement variables. Finally, construct reliability and average variance extraction were calculated to evaluate reliability and validity, and path analysis was conducted to verify the hypothesis. Results: First, It was shown that consumers’ functional consumption value and social consumption value had a significant impact on their attitude toward lowcarbon certified agricultural products. Second, it was found that consumers’ emotional consumption value and epistemic consumption value did not have a significant effect on attitudes toward low-carbon certified agricultural products. Third, attitudes toward low-carbon certified agricultural products were found to have a significant effect on purchase intention. Implications: This study confirmed that the formation of positive attitudes through consumers’ consumption value has a significant impact on the purchase intention of low-carbon certified agricultural products. Using the results, a specific strategy was presented to form a positive attitude through consumers' functional, emotional, social, and rare consumption values. It is believed that these results can contribute to developing plans to expand consumption of low-carbon certified agricultural products.