심리측정 패러다임을 이용한 소비자의 농식품 위험지각 연구

허성윤 ( Seong Yoon Heo ),윤석원 ( Suk Won Yoon ) 한국식품유통학회 2013 食品流通硏究 Vol.30 No.2

본 연구는 농식품 안전성 제고를 위한 정책방안이나 새로운 제도적 장치마련을 위한 기초적인 선행연구로서 과학적 농식품 안전도(安全度)가 아닌 소비자의 농식품 안심도(安心度)의 위험지각 연구를 목적으로 하였다. 이를 위해 인간의 정보처리 과정을 포함한 인지심리학(또는 인지과학)적 접근법인 “심리측정 패러다임(Psychometric Paradigm)”을 이용하여 어떠한 요인에 의해 농식품 안전 위험을 인식하고, 왜 불안감을 느끼는지에 대한 소비자 측면에서의 분석을 하였고, 기존의 위험판단 연구가 농식품 분야에서도 적용이 가능한지를 함께 살펴보고자 하였다. 이를 위해 16가지 농식품 위해에 대한 서울, 수도권 소비자들의 위험지각을 연구하였으며, 주요 연구결과를 요약하면 다음과 같다. This paper analyzes the risk perception about food safety through the psychometric paradigm. and summarizes the characteristics of risk perception for food safety. A series of studies identified 7 factor of risk perception so far;voluntary, controllability, catastrophe, familiarity, dread, scientific knowledge, individual knowledge. And It also identified that those factors could be reduced to couple of dimensions. The survey evaluates the perceived level of 16 food risks such as Pesticide, Fertilizer, Veterinary medicine, Food additive, Genetically modified food, Natural toxin, BSE, Imported food and radioactive contamination. Research findings confirm that psychometric paradigm is also suitable for explaining how people perceive the risk of food safety. 16 food risks are reduced to couple of dimensions by factor analysis then it provide us with food risk-cognitive map that classified into 4 types food risk. There is a chance to make better idea for risk-communication process in consequence of this study.

가공식품 수출의 효율적 지원 방안

김경필(Kim Kyung-phil),허성윤(Heo Seong-yoon) 한국농촌경제연구원 2014 한국농촌경제연구원 기본연구보고서 Vol.- No.-

소비안정 및 수출산업화를 위한 화훼산업 발전 전략

박기환(Ki-Hwan Park),허성윤(Seong-Yoon Heo),이동소(Dong-So Lee),최세균 한국농촌경제연구원 2013 한국농촌경제연구원 기본연구보고서 Vol.- No.-

화훼·인삼·녹차의 소비행태 조사

박기환(Park Ki-hwan),허성윤(Heo Seong-yoon),최세균 한국농촌경제연구원 2014 한국농촌경제연구원 연구자료 Vol.- No.-

While the flower, ginseng and green tea industries continued to grow, effects of domestic economic stagnation and weakened international economies led to big drops in consumption and the growing area turned to drops, showing clear signs of stagnation. Due to this, it is important to find a way to expand consumption in order for the flower, ginseng and green tea industries to overcome the current difficulties and develop further. For this, it is necessary to closely examine the purchasing behavior of how consumers consume these items first. Upon studying consumers, when the economic situation worsens, consumption of flowers dwindles greatly, and the purpose of purchasing cut flowers is mostly for gifts or events, and does not account for much in home consumption. In addition, it was found that places to purchase flowers accessible by consumers were limited to flower shops and flower wholesale markets. Therefore, in order to increase flower consumption, it is necessary to strengthen education and PR for the environmental and emotional values of flowers, while also increasing accessibility of consumers by opening up large-scale horticulture markets. There is not a high amount of purchasing of water ginseng by consumers. Consumers not only do not trust the prices per water ginseng grade, but there are also no objective data on the safety of water ginseng, causing many difficulties for purchasing. Therefore, standardization of water ginseng grading criteria is necessary, and it is also necessary to establish concrete plans to procure safety. In the case of red ginseng, which accounts for a heavy portion of ginseng products, consumers feel that the price is high so it is necessary to establish objective procedures to establish appropriate prices for products. Green tea consumption has continuously dropped recently. Consumer perception of green tea is that it is a health food, beneficial to the body, and effective for preventing adult diseases, and therefore, there is potential for increased consumption depending on the amount of effort placed in it. Furthermore, consumers purchase green tea normally for their own use so it has the basis for mass consumption. Due to this, it is judged that by providing more assertive consumption strategies, it will be possible to increase green tea consumption. In addition, since the green tea pesticide issue, over 90% of the farms have converted to environment-friendly farming. However, not even half of consumers are aware of this so it is important to promote increase of consumption by strengthening PR.

가공밥 상품개발을 위한 소비자 선호도 및시장수요 분석

최종우 ( Choi Jong Woo ),허성윤 ( Heo Seong Yoon ),박성진 ( Park Sung Jin ) 한국식품유통학회 2016 食品流通硏究 Vol.33 No.3

The consumer``s needs for convenience and simplicity have brought many changes to food market as well. Moreover, structural changes in society including a larger number of single-person households, increased participation of women in economic activities, aging phenomenon, and the five-day work and school weeks have accelerated the changes in the food market, stirring up interest in food products that offer convenience and simplicity. This trend has consequently led to the creation of a new food market sector known as HMR(Home Meal Replacement). As HMR market continues to grow, a large number of studies on HMR have been made continuously. This study only focused on instant rice goods and conducted a survey of 680 instant rice consumers nationwide. The consumer choice in the instant rice has been analyzed to figure out what characteristics consumers mostly willing to pay. The menu, cooking methods, country of origin, and price were used for conjoint analysis. Futhermore, this study showed the market share for instant rice products. These information could give instant rice manufactures useful resources to promote the instant rice consumption and occupy more market shares.

중국의 인삼산업 현황과 육성 정책

박기환(Ki-Hwan Park),허성윤(Seong-Yoon Heo),Li Jinghu,최세균 한국농촌경제연구원 2014 한국농촌경제연구원 연구자료 Vol.- No.-

Korea"s ginseng industry is a high return industry that is currently growing. It was recognized as an prospective item that could respond to the opening of the market and maintained continuous growth until 2009, but since then, new areas for growing ginseng were reduced. Furthermore, in the event that tariffs are lowered through the Korea-China FTA that is currently being pursued, it is expected that increased imports of Chinese ginseng will have a very big impact on the Korean ginseng industry. Therefore, it is necessary to identify China"s current ginseng farming and production status and features, distribution and processing, and fostering policies of the ginseng industry in the main ginseng cultivation areas. It is necessary to examine them focusing on the three northeastern provinces of China, which are the main cultivation regions. Chinese ginseng is completely different from Korea"s Goryeo ginseng in terms of cultivation, processing, and consumption methods. However, the Chinese ginseng industry has been making plans for the ginseng industry"s development such as converting to flatland cultivation and expanding development for ginseng derived food. Also, Jilin, which is a major ginseng growing area of China, has been producing the same variety as that of Korea"s Goryeo ginseng, thus forming a competing relationship in the international market. Moreover, in order to support the ginseng industry, the Chinese government established the Changbaishan Ginseng Museum to promote the excellence of Chinese ginseng. The Jilin Province government has invested policy funds to provide full support for the development of the Changbaishan ginseng brand. Due to such active support of the central and provincial governments, Chinese ginseng is developing at high speeds and thus, competition with Korea is expected to become fiercer. In particular, if ginseng is not selected as a sensitive item during the Korea-China FTA negotiations that are currently under way, there is a high possibility that more Chinese ginseng will be imported to Korea due to the lowered customs tariffs. Therefore, by continuously monitoring the trends of the Chinese ginseng industry and the Chinese government"s ginseng industry fostering policies, it is necessary to analyze how competition with Korea will unfold in the international market, and efforts should be made to select ginseng as a sensitive item during Korea-China FTA negotiations.

일본 및 중국의 차(茶)산업 동향과 시사점

박기환(Park Ki-hwan),허성윤(Heo Seong-yoon),Miyabe Kazuyuki,Xu Yongmei,최세균 한국농촌경제연구원 2014 한국농촌경제연구원 연구자료 Vol.- No.-

우리나라 차 산업은 2000년대 중반까지 건강에 대한 관심과 웰빙 트렌드의 영향으로 국내 소비가 큰 폭으로 증가하는 등 일대 중흥기를 맞이하였으며, 주산지를 중심으로 차 산업의 사회·경제적 위치도 크게 향상되었다. 그러나 녹차의 농약검출 사건과 다양한 대용차의 개발이 이루어지면서 소비가 위축되어 차 판매량이 격감하였으며, 경영비 상승으로 경영수지도 악화되어 차 재배면적이 크게 줄어드는 등 차 산업은 위축되고 있는 실정이다. 이 때문에 차 산업의 경쟁력 확보와 함께 차 산업과 문화의 접목을 통한 차소비 저변 확대 방안을 마련할 필요가 있다. 이러한 방안 마련을 위한 과정의 하나로 차 소비정착 국가인 일본과 중국의 차 산업 동향을 파악하여 벤치마킹이 가능한 부분을 도출하는 것이 중요하다. 일본은 차 문화가 광범위하게 정착되어 1인당 차 소비량이 우리나라에 비해서는 크게 많으며, 차시장이 존재하고 있어 공정한 가격 결정이 이루어지고 있다. 그럼에도 불구하고 생산자 고령화 등으로 인해 영세 차 농원을 중심으로 재배면적이 감소하는 추세이며, 가공 공장 수도 매년 줄어들고 있다. 그러나 소규모 개인 차 공장이 법인화된 대형 차공장으로 재편되면서 규모화 방향으로 진전되고 있다. 이 때문에 우리나라도 차 가공의 규모화를 위해 제다업체의 구조조정이 필요할 것으로 판단된다. 일본은 차 제조업체, 농협, 차시장, 알선상?중매상, 완성차 가공?도매상, 소매상 등 다양한 주체가 존재하지만, 각 단계별 역할이 분명하며, 차시장과 농협이 유통에 참여하기 때문에 차 가격 형성의 공정성을 담보할 수 있다. 따라서 우리나라도 차의 공정한 가격 형성으로 소비자 신뢰를 확보하기 위해서는 유통구조 개선이 요구된다. 한편, 중국은 차의 발원지이자 세계 최대 다원면적을 보유하고 있을 뿐만 아니라 생산량도 세계 1위를 기록하고 있으며, 차 수출도 세계 2위인 세계 최대 차 대국 중의 하나이다. 또한, 경제 발전과 소득 수준 향상, 건강에 대한 인식 확산 등으로 차 소비량은 매년 증가하고 있는 추세이며, 차 가공 기술도 향상되고 있다. 최근 우리나라도 보이차 등 중국 고급차를 중심으로 소비가 확대되는 추세이므로 향후 중국차 수입이 크게 증가할 가능성도 배제할 수 없다. 더욱이 현재 진행 중인 한?중 FTA협상 결과에 따라서는 우리나라 차 산업에 커다란 영향을 미칠 수 있다.따라서 중국의 차 생산이나 수출 동향을 면밀히 관찰하여 국내 차 산업에 파급될 영향을 분석하고, 경쟁력 제고를 위한 다양한 전략을 마련할 필요가 있다. 특히, 국내 차나 차 관련 제품의 안전성 등을 적극 홍보하여 국산차의 차별화를 도모해야 할 것이다. Korea"s tea industry showed high growth in domestic consumption due to the high interest in health and wellbeing trends up until the mid 2000s. However, the tea industry is currently declining due to decreased tea cultivation areas resulting from the pesticide incident of green tea and development of a variety of alternative teas. Therefore, it is important to find areas that can be benchmarked by identifying the tea industry trends of Japan and China, which are countries that have a strongly established tea consumption culture as one process for establishing plans to secure competitiveness in the tea industry and to spread the tea consumption base. Japan has a widely established tea culture and their tea consumption per person is much higher than that of Korea. It also has a tea market allowing fair pricing. Despite this, their tea cultivation area is on the decline due to the aging society and the number of processing plants is also decreasing every year. However, as small individual tea plants are being reorganized into larger tea plants, Japan"s tea industry is progressing into the direction of economy of scale. Therefore, it is judged that reorganization of tea-making companies will be necessary for the economy of scale for tea processing in Korea as well. Japan has a variety of subjects regarding tea such as tea makers, agricultural cooperatives, brokers, processors and wholesalers, and retailers. However, because the tea market and agricultural cooperative participate in distribution, it is possible to guarantee fairness in forming the price of tea. Therefore, it is also necessary to improve the distribution structure of Korea to procure consumer trust through fair pricing of tea. Meanwhile, China not only possesses the largest tea farming area in the world, but also records the highest production of tea in the world, making it one of the strongest countries in terms of tea. Furthermore, based on its economic development and growing awareness of health, China"s tea consumption is growing every year, and their tea processing technology has improved a great deal as well. In particular, China is the world"s second biggest tea exporter and it may have a huge impact on the Korean tea industry depending on the negotiation results of the pending Korea-China FTA. Therefore, it is necessary to closely observe the tea production and export trends of China to analyze its effects on the Korea tea industry and to establish various strategies to enhance Korea"s tea competitiveness. In particular, it will be necessary to actively promote the safety of Korean tea and tea-related products to differentiate Korean tea.

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이계임(Lee Kyei-im),김상효(Kim Sang-hyo),허성윤(Heo Seong-yoon),신성용(Shin Seong-Yong),박인호(Park In-ho) 한국농촌경제연구원 2020 한국농촌경제연구원 기타연구보고서 Vol.- No.-