친환경농산물 소비의 속성별 만족도 및 요인 분석

허승욱,김호,Heo, Seung-Wook,Kim, Ho 한국유기농업학회 2010 韓國有機農業學會誌 Vol.18 No.1

The objectives of this study were to find out determinant attributes of selecting Environment-Friendly Agricultural Products (EFAP) and to analyze the degree of consumer's satisfaction by using factor analysis. To identify determinant attributes of EFAP, a series of household surveys were conducted on housewives residing in Seoul. The sample size of the survey is 247 respectively. The main results of this study are summarized as follows. Firstly, the degree of consumer's satisfaction and loyalty is higher than before. Secondly, the consumers recognized that the most important attributes in selecting EFAP is a 'taste'. Thirdly, 'price policy', 'diversity of purchasing items' and 'package design' will continuously speed up the development of EFAP in order to improve the consumer's satisfaction.

광역친환경농업단지 조성사업에 따른 변화실태 및 지속가능기반 확충방안

허승욱,김호,Heo, Seung-Wook,Kim, Ho 한국유기농업학회 2013 韓國有機農業學會誌 Vol.21 No.3

The Purpose of this paper is to suggest sustainable strategies of the project for developing large-scale environment-friendly agricultural districts (LSEAD). This study used assessment 3 indicators, efficiency, impact and sustainability of environment-friendly agricultural certification area and farmers, management situations of crop-livestock circulation center, educations for environment-friendly farming, changes of farmer's income and so on. This project has contributed to develop environment- friendly agriculture and model of LSEAD. And for sustainable development of LSEAD, it is necessary to renovate crop-livestock circulation centers, promote organic farming of resource-circulation type, converse to non-pesticide or organic farming of low pesticide one, do active marketing activities, establish a governance system of business projects and so forth.

친환경농산물의 지불의사금액 분석과 그린 마케팅 전략 - 수도권 소비자를 중심으로 -

허승욱 ( Heo Seung-wook ),김호 ( Kim Ho ) 한국유기농업학회 2004 韓國有機農業學會誌 Vol.12 No.3

Foci of this thesis are an estimation of willingness to pay and an establishment of green marketing strategies for environment-friendly agricultural products(EFAP). Estimations of willingness to pay for grain, vegetables, fruit and processed foodstuffs are respectively 20.6%, 20.2%, 19.3% and 17.2% higher than agricultural products produced by conventional farming method. And a green marketing mix for EFAP is as follows; first, a product strategy focuses on producing safe and high-quality foods by environment-friendly agriculture(EFA) to point to consumer's health and desire for environmental preservation. Second, in a price strategy, the balance of three factors should be kept, namely the environmental value, the true quality as food materials and the price of EFAP. Third, a place strategy is to reduce waste matters, resource and energy uses in marketing chain, and to simplify marketing channels. Also, it is necessary to choose the marketing channel for price discrimination. Fourth, a promotion strategy make use of programs that emphasize the multi-function of EFA.

연구보문 : 주요국 시설원예산업의 시사점 및 발전방향

허승욱 ( Seung Wook Heo ) 한국국제농업개발학회 2011 韓國國際農業開發學會誌 Vol.23 No.2

우리나라의 농업 경쟁력을 확보하기 위해서는 농정 패러다임의 전환과 아울러 시설원예산업을 저탄소·친환경적인 녹색산업으로 발전시키고, 저비용-고효율 구조를 정착시키기 위한 다양한 정책들이 개발, 추진되어야 한다. 이를 위해 이 논 문에서는 네덜란드, 영국, 스페인 등 주요국들의 시설원예산업 기반을 분석해보고, 그 시사점 고찰을 통하여 우리나라 시설 원예산업의 발전방향을 고찰하였다. 시설원예산업 주요국들은 생산기반과 생산기술이 지속적으로 발전하고 있고, 이를 위한 R&D와 정책적인 집적이 이루어지고 있으며, 시설원예 경영체들도 점차 규모화되고 있다. 또한 이들 경영체들의 계열화 수준이 향상되어 자연스럽게 클 러스터로 발전됨으로서 지역발전을 주도하고 있다. 물론 이러한 변화의 원천은 본질가치의 구현을 통한 고부가가치의 실현으로부터 기인한다. 우리나라 시설원예산업의 발전을 위해서는 첫째, 시설원예산업 본질가치를 극대화하여야 한다. 시장개방과 시설원예산업의 글로벌 경쟁의 가속화 등 대내외적 여건변화에 대응해 나가기 위해서는 본질가치를 극대화하는 것이 매우 중요하다. 둘째, 시설원예산업의 지역 집적, 수출역량 집적, 정책 집적을 통한 집적의 효과를 극대화하여야 한다. 셋째, 우리나라 시설원예산업은 생산 및 유통의 계열화 수준을 높일 수 있도록 중 장기적 목표를 설정함으로서 생산원가 절감, 생산기술 이전 활성화, 고정자본의 절감, 원재료 및 판로 확보의 용이, 경제적 변동에 따르는 위험의 분산 및 방지 등을 실현해 나가야 한다. 넷째, 전술한 가치와 방향을 바탕으로 시설원예 생산의 단지 화를 추진하여야 할 필요성이 크다. 마지막으로 국가와 지자체, 지역 및 산업간 클러스터링에 기반한 시설원예산업과 타 산업간 융합을 통하여 환경적, 사회적, 경제적 목표를 추구해 나가야 한다. The objectives of this study are find out implications of main countries such as Netherlands, UK, Spain and to analyze develop the strategies for controlled horticulture industry. In order to development of controlled horticulture industry, first of all, the main value should be maximized. Secondly, accumulation effects like regional accumulation, exportability accumulation, and polity accumulation should be maximized. Thirdly, the integration level of production and marketing has to be set up higher to work toward a target. Fourthly, there is a plan to create a high tech agricultural complex. Finally, social and economic goals including environmental aspect are achieved through clustering between controlled horticulture industry and other industrial sector.

친환경농산물의 소비행태별 WTP 분석 및 친환경농업의 환경개선효과 추정

허승욱 ( Seung-wook Heo ),김호 ( Ho Kim ),이지은 ( Ji-eun Lee ) 한국농업정책학회 2011 농업경영정책연구 Vol.38 No.1

The objectives of this study are to analyze the willingness to pay (WTP) on environment-friendly agricultural products (EFAP) and estimate environmental improvement effects of environment-friendly agriculture (EFA). To analyze the WTP differences by consumption behavior on EFAP, a survey was conducted for 247 housewives living in Seoul. The WTP by consumption behaviors, for example frequency, amount and scale of purchase, and price satisfaction, showed significant results respectively. It was estimated that the average WTP of Seoul citizen for environmental improvement effects of EFA was 13,388won per month. When it is turned into the total number of households in Seoul, it is approximately 658.3 billion won per year.

친환경농산물의 속성별 상대평가 및 포지셔닝 전략

허승욱 ( Heo Seung-wook ) 한국유기농업학회 2004 韓國有機農業學會誌 Vol.12 No.2

This study attempted to identify relative evaluation to its attributes and improvement of consumer’s demand in the Environment-Friendly Agricultural Products (EFAP). To identify the consumption patterns of EFAP, a series of household surveys were conducted for housewives residing in Seoul and its metropolitan area (Bundang and Ilsan). The sample size of the survey is 366 respectively. This study operated relative evaluation of EFAP by Multi-Demential Scales(MDS) about 10 attributes that this study set up. As the result, the consumers recognized that EFAP is “protection of ecosystem”, “food safety”, “good for growth of children”, “high quality”, and in case of conventional farming products is “inexpensive price”, and “diversity of purchasing items”. This trend has significant implications to the structure of EFAP output and how positioning strategies, and approaches should be properly formulated and implemented.

지속가능한 환경농업정책의 기본 방향

허승욱 ( Heo Seung-wook ) 한국유기농업학회 2003 韓國有機農業學會誌 Vol.11 No.3

The purpose of this study is to analyze policies on environmental-friendly agriculture(EFA) and find out some implications. As we know well, EFA contributes environmental substantiality by using organic production methods and provides consumers with a secure, safe nutritious food supply. As consumption of environmental-friendly agricultural products increasing, policies on EFA began in the 1990s and it has been generally expanded in Korea. The strategies for sustainable EFA aim to promote harmony among human beings and between humanity and nature require. In addition, support to develop marketing activities, regionalization, and political support must be farther developed.

재사용화환 표시제도 도입 타당성 및 비용-편익에 대한 연구

허승욱 ( Heo Seung-wook ),양성범 ( Yang Sung-bum ) 한국유기농업학회 2020 韓國有機農業學會誌 Vol.28 No.3

The objective of this study is to analyze the consumer perception of reusable wreath and present the considerations for introducing the labeling system, and to calculate the social benefits and costs of that. For this, We did an internet survey on the perceptions and willingness-to-pay for reuse wreath to 330 adults. As a result, only 56.1 percent of those who ordered wreath were found to check whether they actually arrived. 73.6% of the respondents had the willingness-to-purchase a reusable wreath if the price was reasonable, and 43.6% were in favor of labeling reused wreath as 'reused wreath'. The social benefits of introducing the reusable currency marking system are about 155,692 million won and the social cost about 43.52 million won. If reusable wreath are not recognized and purchased at the price of new one, economic and emotional losses of domestic horticulture farmers and consumers may occur. Therefore, related agencies will be able to expand sales of domestic flower producers and protect the economic and emotional benefits of consumers if they make efforts to establish and operate a reusable wreath labeling system.

수도권 소비자의 친환경농산물 소비실태 분석과 소비확대 전략

허승욱 ( Heo Seung-wook ),김호 ( Kim Ho ) 한국유기농업학회 2003 韓國有機農業學會誌 Vol.11 No.4

Recently, production-consumption quantity and market size of environment-friendly agricultural products (EFAP) have been increased. Consumers have demanded food safety and nutrition of EFAP, but in the near future they will need many kinds of item, relatively low price and high quality. So producers have to make an effort for down-cost, increasing items and developing technical know-how, which can be attained by producer/region organization. Correlation coefficient between the recognition degree for certification system and purchasing amounts at a time is higher than other ones. Therefore public information works using the TV and newspaper must be promoted all the more about certification system. And if the consumer’s satisfaction level of EFAP purchased gets higher, the quantity demanded will be increased more. And consumer’s trust on EFAP is derived from certification system or close relation between producers and consumers. Thus the most important thing of marketing strategies for EFAP is continuously to focus on explanation and information works on certification system by region in metropolitan area. Also, it is necessary to introduce green marketing principles and apply to strategies by item type. Namely those need to establish target market segmentation and marketing strategy stages according to the green degrees of market and commodity.

친환경농산물 전문매장의 서비스품질만족도 분석

서동우,허승욱,Seo, Dong-Woo,Heo, Seung-Wook 한국유기농업학회 2010 韓國有機農業學會誌 Vol.18 No.3

This study focused on analysis of the satisfaction level of specialty shops for environment-friendly agricultural products (EFAP). To analyze the satisfaction level of EF AP, a series of household surveys were conducted. Questionnaire was prepared on the basis of the SERVQUAL model and the structural equation modeling was made on the basis of the contents surveyed. The main results of this study are summarized as follows. Firstly, tangibles structured with store clearance, neat uniform, information and others is the factor of service quality satisfaction. Secondly, reliability structured with service practice, problem solving, and service in accurate time is the factor of service quality satisfaction. Thirdly, assurance structured with the reliability of employees, sufficient knowledge of employees, courteous and good manner is the factor of service quality satisfaction. Fourthly, responsiveness structured with prompt service, voluntary help, customer response service and the like is the factor of service quality satisfaction. Fifthly, the sympathy structured in interest for each customer, provision of service in time convenient to use, encountering the customers with genuine feeling are the factors of service quality satisfaction. And sixthly, the service satisfaction factors would influence on the consumer behavior factors.