親環境農産物의 生産·消費構造와 信賴性 提高 方案에 관한 硏究 = The structure of products and consumption for environment- friendly agricultural and A study on the Enchancement of reliability

다국어 초록 (Multilingual Abstract)

With the improving of national income and the growing of consumers demands for safe agricultural products, more and more farmhouses are practicing environment-friendly agriculture and thus the cultivation area for agricultural products to that end is increasingly growing. In particular, the incumbent Korean government (so called the government of people) is implementing agricultural policies whereby it indicates, positively fosters and supports environment-friendly agriculture that will bolster the international competitiveness of agricultural products and keep the Korean agriculture going thus responding to new tastes of consumers. Although demands and concern are growing about environment-friendly agricultural products backed by such policies of the government, we have yet to secure consumers confidence in order to gain momentum to popularize the consumption of environment-friendly agricultural products. To activate their consumption, we must structure confidence of consumers, popularize them, and put it in place at an early time. In this sense, securing of consumers confidence and early implementation of product certification system differentiating environment-friendly products from general agricultural products are crucial in spurring their consumption as environment-friendly agricultural products are becoming popular. If we produce and supply quality certification-earned environment-friendly agricultural products in large quantity, this will win consumers confidence and help trigger their consumption. To do this, we have conducted questionnaire-based surveys targeting farmhouses practicing environment-friendly agriculture and consumers, and come up with the following results.
Analysis on producers reply to questionnaires
The more producers have experience in farming and education in environment-friendly agricultural products, the more they have probability in growing environment-friendly agricultural products, and in particular, the more producers have experience in farming quality-certified environment-friendly agricultural products and the more they have chances of education on environment-friendly agricultural products, the more they have probability of increasing their income. In addition, the more producers have academic education, and the more they have experience in farming, the more they are likely to be satisfied with product certification items of environment-friendly agricultural products. This means that environment-friendly agriculture is not yet put in place. 61.8% of the respondents say that the production cost of quality certification environment-friendly agricultural products is higher than that of general agricultural products. The problem here is that farmers with less experience and lower levels of academic education incur more cost. This means that environment-friendly agriculture production techniques are not yet established, In particular, they are generally satisfied with the levels of selling prices, but a number of respondents indicate that too high prices are not desirable in order to expand the consumption of environment-friendly agricultural products. Environment-friendly agricultural products are being sold in diverse ways, but farmers must explore large consumption bases. Notably, producers cite as big problems in distribution lacks of recognition of consumers and inability to secure justifiable prices. Yet, ordinary farmhouses that use fewer amounts of agricultural chemicals and comprise most of environment-friendly agriculture practicing farmhouses are having difficulty finding consumers of their products.
Analysis on questionnaire-based surveys on quality-certified environment-friendly agricultural products with consumers
The higher consumers are in income, academic education and age, the more they are not necessarily likely to buy quality-certified environment-friendly agricultural products with statistical significance. However, the higher they put confidence in quality-certified environment-friendly agricultural products, the more they are likely to buy them. Together with this, the higher consumers are in their confidence in quality-certified environment-friendly agricultural products, age and education, the more they are likely to consume them.
This indicates that prospects for quality-certified environment-friendly agricultural products to be popularized are very bright. The surveys further show that consumers have relatively high recognition for quality certified environment-friendly agricultural products and 65% of purchasers of quality-certified environment-friendly agricultural products are satisfied with them, brightening the prospects for their popularization. Explanatory variables such as consumers residential areas, income, and academic education have correlation with recognition on and purchase of quality-certified environment-friendly agricultural products. Consumers regard the freshness of agricultural products the most highly when they buy them, and they take caution against their effective period, whether they carry remnants of agricultural chemicals, and warning phrases. This pattern of consumption is related to consumers experience in buying quality-certified environment-friendly agricultural products.
Based on the results of these surveys, we propose alternatives to enhancing consumers confidence and spurring their consumption of quality-certified environment-friendly agricultural products as they are being popularized.
First, we need urgently organize farmers concerned and create production compounds.
We must organize farmers involved, create large-scale production compounds, and unify the education and standards aimed at spreading technologies and quality management and new technologies, and thus we can intensify their brands as local environment-friendly agricultural products. At the same time, when the production compounds become large to a certain extent, it will be easy to establish joint operation systems such as in collection at the central production compound, selection, packaging and transport facilities.
Second, we must first establish environment-friendly agriculture-related technology systems.
To spread environment-friendly agriculture, we must gather and reshape technologies dispersed among private sectors, allow such environment-friendly agriculture technologies to be shared by relevant production bodies, producers engaged in environment-friendly agriculture and general agricultural products farmers, thus making environment-friendly agriculture more accessible.
Third, we must diversify environment-friendly agricultural products.
To promote their consumption, we must increase the items of environment-friendly agricultural products (currently limited to certain items) and improve the current operation structure aimed to enable distributors to have diverse assortments of lower-invested agricultural products and respond to needs of consumers.
Fourth, general agricultural products producers and consumers must change their mindset on environment-friendly agricultural products.
To actualize the production augmentation of environment-friendly agricultural products, general agricultural products producers and consumers must develop a good recognition on environment-friendly agricultural products. Current strategies for the production and sales of environment-friendly agricultural products are focused only on safety, but are lacking in enhancing the public-benefiting function of environment-friendly agriculture such as environment protection and the restoration of local ecosystems. We must strengthen the publicity of the environment protection effect that the production of environment-friendly agricultural products can bring.
Fifth, the government must provide systematic support to help private certification systems be put in place at an early time.
Quality certification works should be mature to a certain extent backed by the support of the government, before we transfer them to the private sector from the government. The government must present basic certification criteria and methods, and domestic private certification institutions provide diverse forms of detailed certification criteria.
For the consumption phase,
First, we must strengthen the education and publicity of quality-certified environment-friendly agricultural products against consumers. We need enhance consumers confidence in environment-friendly agricultural products by publicizing their safety and environment friendliness, and consequential differentiation and superiority.
Second, we must explore large demand bases for environment-friendly agricultural products.
To augment the consumption of quality-certified environment-friendly agricultural products, we need positively develop large consumption bases such as customers in groups, in addition to their existing disthbution methods.
Third, we must positively push e-business for environment-friendly agricultural products.
To expand the consumption of quality-certified environment-friendly agricultural products, we need push their e-business. With the government positively leading the way in promoting the mindset on the Internet, Internet users will increasingly grow and information flow will be accelerated. Given such an environment, e-business of environment-friendly agricultural products will likely increase. As one category of main consumers of environment-friendly agricultural products is young homemakers who are familiar to the Internet, prospects for the e-business of environment-friendly agricultural products are promising.
Fourth, consumers need to change their awareness on the certification of environment-friendly agricultural products.
To develop demands for quality-certified environment-friendly agricultural products, it is important to implement quality certification labeling systems that prove that these agricultural products have been grown to protect the environment. Certification marks or certification labels do not only simply tell environment-friendly agricultural products are grown with no or little agricultural chemicals, but also should highlight the fact that their farmers have made exerted their efforts to protect the environment and restore local ecosystems. Thus, consumers should be made to be aware of such efforts and buy them, thereby enabling farmers to continue their production.
Fifth, we need continue to publicize certification marks and improve their design.
To enhance confidence in environment-friendly agricultural products, we need continue to publicize quality certification marks. To enhance consumers awareness to environment-friendly agricultural products, we must use diverse media and steadily publicize them for more than two years. We also need design certification marks for environment friendly agricultural products to be easily recognizable and memorable by consumers, to differentiate them from general agricultural products and develop them.
Sixth, we must support and foster processing businesses using environment-friendly agricultural products as raw materials.
We need encourage businesses to use environment-friendly agricultural products as raw materials for processing food, and support and foster them. These efforts will greatly help the production base of environment-friendly agricultural products stabilize. Thus, the government need gradually expand policy support such as processing facilities, taxation advantage, processing technologies, packaging materials manufacture and so on.
Seventh, we must deploy environment-friendly agricultural products distribution systems aimed at establishing environment-conservation type local agricultural systems.
We need reshuffle the current agricultural production structure in order to develop environment-friendly agriculture. We likewise must systematically organize organic agriculture-based production sites within the local capabilities, encourage farmers to individually or collectively introduce cultivation, livestock, forestation and processing sectors, and thus establish local complex circulation-type agriculture with all these well combined, i.e., environment-conservation local agriculture systems.

목차 (Table of Contents)

• 목차 = ⅲ
• 제1장 서론 = 1
• 1. 연구의 필요성 = 1
• 2. 연구목적 = 3
• 3. 연구방법 및 내용 = 4
• 4. 선행연구 검토 = 6
• 제2장 찬환경농업의 기본원리와 정책방향 = 11
• 1. 친환경농업의 기본원리 = 11
• 1) 친환경농업의 의미 = 11
• 2) 친환경농업의 구성요소와 기술체계 = 13
• 2. 친환경농업 정책방향 = 18
• 1) 친환경농업정책 목표와 기본방향 = 18
• 2) 친환경농업 육성정책 추진과정 = 19
• 3) 친환경농업 주요정책사업 추진상황 = 21
• 4) 친환경농업 시범마을 조성사업 = 24
• 제3장 친환경농산물의 생산현황과 품질인증의 이론적 검토 및 분석모형 = 27
• 1. 친환경농산물 생산 및 유통현황 = 27
• 1) 개념과 대상 = 27
• 2) 친환경농산물의 생산현황 = 30
• 3) 품질인증친환경농산물의 생산및 유통현황 = 31
• 2. 친환경농산물의 품질인증제도의 이론적 검토 = 35
• 1) 품질인증의 정의와 목적 = 35
• 2) 품질인증제도의 추진 경과 = 36
• 3) 품질인증 제도의 성립조건 = 38
• (1) 불완전한 정보(imperfect information), 또는 정보의 비대칭성(information asymmetry) = 38
• (2) 가격 차별화 = 40
• (3) 품질향상을위한 기술체계 정립 = 41
• 4) 품질인증이 시장에 미치는효과 = 44
• 3. 친환경농산물의 소비자 및 생산자 분석모형 = 45
• 1) 친환경농산물 소비자 및 생산자 분석모형 = 46
• 2) 생산자 특성 분석모형 = 51
• 제4장 친환경농산물의 생산·소비자 실태분석 = 53
• 1. 친환경농산물의 생산·유통실태 분석 = 53
• 1) 조사대상 농가의 특정 = 53
• 2) 생산동기 = 54
• 3) 재배기준의 인지도와 기술수준 = 55
• 4) 생산비 수준 = 57
• 5) 가격만족도 = 59
• 6) 품질인증제도의 문제와 개선방안 = 63
• (1) 품질인증제도 = 63
• (2) 만족도 = 64
• 7) 친환경농산물의 유통·소비 실태 = 67
• (1) 품질인증제도와 소비 = 67
• (2) 홍보여부 = 68
• (3) 판매방법 = 69
• (4) 유통의 문제점 = 70
• (5) 브랜드 계획여부 = 71
• 8) 분석결과 = 72
• 2. 친환경농산물의 소비성향과 구매전망 = 74
• 1) 소비성향 = 74
• 2) 구매전망 = 79
• 3. 친환경농산물의 소비자 반응분석 = 81
• 1) 조사대상 가구의 특정 = 81
• 2) 구입경험과 이유 = 82
• 3) 품질인증 인지도와 구매 경험과의 관계 = 84
• (1) 설명변수에 의한 품질인증 인지도 = 84
• (2) 설명변수에 의한 구매경험 = 85
• (3) 농산물 구매경험의 차이 = 86
• 4) 단기적 소비형태 = 86
• (1) 쌀의 소비형태 = 86
• (2) 계란의 소비형태 = 87
• (3) 구매처 이용 이유 = 88
• 5) 품질인증 친환경농산물 만족도 = 88
• 6) 브랜드 및 홍보 인지도 = 90
• 7) 소비촉진 과제 = 92
• 8) 분석 결과 = 93
• 4. 소비 및 생산 영향인자 분석결과 = 95
• 1) 품질인증 친환경농산물 소비 분석 = 95
• 2) 품질인증 친환경농산물 생산 분석 = 99
• 3) 품질인증 친환경농산물 생산자 선호분석 = 100
• 제5장 친환경농산물 인증제도와 신뢰성 제고 발전방안 = 103
• 1. 친환경농산물 인증제도 현황 = 103
• 2. 친환경농산물 표시 인증제도 = 105
• 1) 친환경농업육성법 시행규칙 개정의 의미와내용 = 105
• 2) 친환경농산물의 표시인증 제도의 주요내용 = 107
• 3) 친환경농산물의 표시인증 제도의 주요 과제 = 109
• 3. 품질인증관련 국제동향과 외국의 인증제도 = 113
• l) 국제동향 = 113
• 2) Codex 유기식품 기준 제정의 배경과 특징 = 114
• (1) Codex유기식품 기준 제정의 배경 = 114
• (2) Codex 유기식품 기준 = 115
• (3) 주요 외국의 유기농산물 품질인증제도 = 120
• 가. 일본의 유기농산물 품질인증제도 = 120
• 나. 중국의 녹색식품 생산제도 = 122
• 3) 미국의 유기식품 기준 = 124
• 4. 품질인증을 통한 친환경농산물의 신뢰성제고 발전방안 = 125
• l) 친환경농산물 신뢰성제고 기본방향 = 125
• 2) 친환경농산물 신뢰성제고 발전모형 = 126
• (1) 생산농가와 생산자단체의 시스템 구축 = 126
• (2) 정부의 역할과 기능 = 128
• (3) 친환경 농산물 품질인증 사례 = 131
• 3) 친환경농산물 품목별 품질관리 및 신뢰성제고 발전방안 = 139
• 제6장 요약 및 결론 = 145
• 참고문헌 = 155
• Abstract = 163
• 부록 = 171