소비자의 주관적 지식과 브랜드 이미지가 친환경농산물 구매에 미치는 영향

서환석,황재현 한국유기농업학회 2015 韓國有機農業學會誌 Vol.23 No.2

This study aims to prepare a solution necessary for boosting the consumption of environment-friendly agricultural products, positively reflecting consumers’ opinions that expect supplies of safe agricultural products to secure the domestic farms producing environment-friendly agricultural products and at the same time, to meet consumers’ needs. As a result of the hypothesis testing, of the subjective knowledge in Hypothesis 1, product knowledge had an impact on attitude, while purchase knowledge and use knowledge after purchase were not significant. Of the subjective knowledge in Hypothesis 2, purchase knowledge and product knowledge had significant impacts on purchase intention. Brand image in Hypothesis 3 had a significant impact on attitude, while brand image in Hypothesis 4 had a significant impact on purchase intention. As a result of the mediated regression analysis of Hypothesis 5, all of the subjective knowledge, purchase knowledge, product knowledge and use knowledge after purchase had an impact on purchase intention, partially mediated by attitude, and brand image, too, had an impact on purchase intention, partially mediated by attitude.

친환경농업 생산조직 참여결정 요인분석 -충남지역을 중심으로-

서환석,황재현 한국유기농업학회 2019 韓國有機農業學會誌 Vol.27 No.3

It has continuously promoted to scale up the agricultural management body in order to cope with the market-opening pressure such as the UR negotiation, the DDA negotiation, and more conclusions of FTAs and to enhance the competitiveness of our agriculture. This study evaluated the factors associated with production organization participation centered on environmentally-friendly agriculture farmers in order to improve the production efficiency of environmentally-friendly agriculture in the aspect of production. In order to achieve this objective, this study evaluated the factors that contributed to participating in an organization using the bivariate probit model focusing on environmentally-friendly agriculture farmers in Chungnam. This study examined the validity and reliability of the study model through exploratory factor analysis. The results of factor analyses identified four factors: “distribution”, “production”, “organization operation”, and “social capital”. The results of the bivariate probit model showed that distribution significantly affected production activities and distribution, organization operation, agricultural income, and gender significantly influenced sale activities. Environmentally-friendly production organization had not been able to provide the productive support that was needed for local farmers to produce environmentally-friendly agricultural products in a region. Additionally, farming education did not provide the information needed by the farmers. Although producers had a network within a production organization, it was operated mainly for administrators. Therefore, participants felt somewhat lacking. This study identified the level of organization of producer organizations in Chungnam area, where environmentally-friendly agriculture is well activated. This study suggested implications for future production organization participation by evaluating factors affecting participation quantitatively.

이변량 프로빗 분석을 이용한 대체축산식품 선택속성이 구매의향과 구매선호에 미치는 영향

서환석 한국식품유통학회 2021 한국식품유통학회 학술대회 Vol.- No.하계

조건부가치측정법에 의한 벤조피렌 저감화 모델의 가치측정 - 외식업소 이용객을 대상으로 -

서환석,황재현 동국대학교 사회과학연구원 2019 사회과학연구 Vol.26 No.3

최근에 정책적으로 식품안전관리 강화 차원에서 유해한 식품 제조 및 유통을 근절하고 식품중 유해물질을 관리하기 위한 유해물질 저감화 정책이 수립되고 있다. 2012년 라면스프의 원료로 사용되는 중국산 고추씨 기름에서 발암물질인 벤조피렌이 검출돼 논란이 되었으며, 이로인해 먹을거리에 대한 국민의 불안감도 확산되었다. 벤조피렌에 대한 저감화를 목표로 가공식품뿐만 아니라 집단급식소 및 외식업소, 조리식품, 생약까지 저감화 기술을 개발하고 있으며, 벤조피렌 저감화 장비 및 시설 모델도 개발 중에 있다. 본 연구는 벤조피렌 저감화 모델에 대해서 조건부가치측정법(CVM)을 이용하여 벤조피렌저감화 모델에 대한 경제적 가치를 추정하였다. 이를 위해 벤조피렌 저감화 모델에 대하여 가상시장을 구축하였으며, 기술 도입에 따른 지불의사를 분석하였다. 지불의사 변수에 대한 요인분석 결과, ‘벤조피렌 저감화 가치의 중요도’, ‘벤조피렌에 대한 인지도’, ‘건강에 대한 관심도’를 지불의사에 영향을 주는 변수로 도출하였다. 이중양분선택형 모형을 이용한 추정결과, 벤조피렌 저감화를 위하여 개인당 4,670원의 추가지불 의사가 있는 것으로 나타났다. 지불의사에 영향을 주는 변수로는 벤조피렌 저감화 가치의중요도, 나이, 개인 월 소득이 유의하게 나타났다. 연령이 높고 소득수준이 높을수록 지불의사금액이 높은 것을 확인하였다. Recently, policies to reduce harmful substances in food have been established in order to strengthen food safety management, eradicate the manufacturing and distributing harmful foods, and manage harmful substances in food. In 2012, benzopyrene, a carcinogenic substance, was found in the pepper seed oil manufactured in China, which is a raw material for the ramen soup base, and it became a controversial issue in South Korea. Consequently, South Korean people became very anxious about food safety. Various techniques have been developed to reduce benzopyrene in processed foods, foodservice establishments, restaurants, cooked foods, and herbal medicines. Moreover, equipment and facility models to decrease benzopyrene are under development. This study estimated the economic value of the benzopyrene reduction model using the contingent valuation method (CVM), which is most widely used for measuring the value. In order to achieve the study objective, this study established a virtual market for the benzopyrene reduction model and analyzed the willingness-to-pay owing to the introduction of the technology. The results of factor analysis on the willingness-to-pay variable showed that “the importance of benzopyrene reduction”, “the awareness of benzopyrene”, and “the interest in health” were identified as factors influencing the willingness-to-pay. The estimation results revealed the following. The estimation results using the double-bounded dichotomous choice model revealed that people were willing to pay additional money (KRW 4,670) per person for reducing benzopyrene concentration. It was found that the importance of benzopyrene reduction, age, and monthly personal income significantly affected the willingness-to-pay. It was also confirmed that people were willing to pay more money when they were older and their income level was higher. Moreover, consumers who were considering the importance of benzopyrene reduction more were willing to pay more to reduce the content of benzopyrene in the food. Developing techniques to reduce harmful substances in foods can be a key technology for enhancing food safety and helping consumers consume safe foods in the future. It will be possible to clarify the feasibility and investment effects of technology development through the economic value estimation for the benzopyrene reduction model.

학술연구논문 구두발표 2 : PDM기법을 이용한 산림재적추정

서환석,이정수 한국임학회 2013 산림과학 공동학술대회 논문집 Vol.2013 No.-

농촌관광마을 체험객의 친환경농산물 구매영향요인분석

서환석,황재현,Seo, Hwan-Seok,Hwang, Jae-Hyun 한국유기농업학회 2014 韓國有機農業學會誌 Vol.22 No.1

Environment-friendly agricultural products in villages for rural tourism not only are very crucial as a pull factor that attracts tourists but also can serve as a way out for the development of rural areas. Experiences of agricultural products and local dishes can revitalize rural tourism and act as attractors that draw tourists to farm villages for tourism consistently. This study examines factors affecting rural experience tourists' purchase of environment-friendly agricultural products, thereby suggesting marketing strategies for promoting the consumption of environment-friendly agricultural products of villages for rural tourism.

순서형 프로빗 모형을 이용한 향토음식점 소비자의 선택속성이 추천의도에 미치는 영향

서환석,황재현 한국식품유통학회 2019 한국식품유통학회 학술대회 Vol.- No.동계

PDM기법을 이용한 산림재적추정

서환석,이정수 한국산림휴양복지학회 2013 한국산림휴양학회 학술발표회 자료집 Vol.2013 No.4

친환경농산물 소비자의 주관적 지식에 따른 세분시장 특성분석

서환석,황재현 한국식품유통학회 2019 食品流通硏究 Vol.36 No.2

The ethical consumption(e.g., organic food, local food, and fair trade), which considers the effects of consumption on the environment and society, has been expanded and the interest on health and well-being has grown to increase the consumer demand and market size drastically. The market size of environment-friendly agricultural products is expected to increase steadily until 2025. Moreover, as people’s income level and living standards have been enhanced, people are more interested in safe food. This study evaluated the consumption realities of environment-friendly consumers and aimed to provide the baseline data for promoting the consumption of environment- friendly agricultural products by analyzing the purchasing characteristics by consumer type. This study identified three factors(i.e., ‘purchase knowledge’, ‘product knowledge’, and ‘use knowledge after purchase’) by conducting factor analysis on twelve variables associated with consumer knowledge. Secondly, the consumer types were classified into ‘environment- friendly quality consideration group(cluster 1)’, ‘environment-friendly careful purchase group(cluster 2)’, and ‘environment-friendly economical purchase group(cluster 3)’ through cluster analysis using the derived ‘purchase knowledge’, ‘product knowledge’, and ‘use knowledge after purchase’ and ANOVA on consumer knowledge. The demographic characteristics of each sub-group were analyzed using cross analysis. The results showed that there were significant differences in characteristics by marital status, age, and annual income. Moreover, the characteristics among the purchase types were significantly different by the number of visits, purchase motivation, purchase route, purchase item, and purchase cost. The objective of this study was to provide useful information for vitalizing environment-friendly agricultural product consumption by analyzing the consumption of environment-friendly agricultural product consumers and predicting the market characteristics and consumption preference of segmented environment-friendly markets with focusing on the subjective knowledge and purchasing characteristics of environment-friendly agricultural product consumers.

원격탐사자료 기반 PDM기법을 활용한 산림특성분석

서환석 ( Hwan Seok Seo ),박정묵 ( Jeong Mook Park ),이정수 ( Jung Soo Lee ) 한국임학회 2014 산림과학 공동학술대회 논문집 Vol.2014 No.-

본 연구는 강원도 고성군의 DMZ지역을 대상으로 현장조사 자료를 분석하고, 현장조사자료와 영상지수간의 상관관계를 분석하였다. 지수영상은 Landsat TM의 6개 밴드를 이용하여 Pattern Decomposition Method(PDM)를 통해 3개의 지수영상(토양, 식생, 수계)을 추출하였다. 표준지의 현장조사정보로 상관분석을 실시한 결과, 직경과 수고와의 상관관계가 r=0.91로 가장 높았으며, 수고와 ha당 재적(r=0.64), 직경과 ha당 재적(r=0.59) 순이었다. 직경과 지수영상과의 상관관계는, 토양지수가 가장 높은 상관관계(r=0.94)였으며, 수고와 지수영상은 식생지수가 r=.0.94로 높은 음의 상관관계를 보였다. ha 당 재적과 지수영상과의 상관관계는 토양이 r=.0.92로 가장 높았고, 수계와 식생이 각각 r=0.78, r=-0.61 순이었다. Field investigation was conducted to measure tree height, diameter at breast height(dbh) and tree volume in forest areas of the demilitarized zone (DMZ) of Gosung-gun, Gangwon-do, then we examined the correlation between field data and index images. Three index images on soil, vegetation and stream network were extracted by Pattern Decomposition Method (PDM) using 6 bands of Landsat TM. Field data showed that significantly positive correlations were observed between dbh and tree height (r=0.91), between tree height and volume per ha (r=0.64), and between dbh and tree volume per ha (r=0.59). When examining correlation between dbh and index images, soil index showed a positive correlation with dbh (r=0.94) while vegetation index showed a negative correlation with tree height (r=-0.94). In case of considering the correlation between tree volume per ha and index images, both soil and vegetation index showed negative correlations with tree volume per ha (r=-0.92 and r=-0.61, respectively) while stream network showed a positive correlation with tree volume per ha (r=0.78).