수입과일 구매 실태 및 구매 확대 의향 분석 －여름철 과일류, 수도권 소비자를 중심으로－

Abstract

The purpose of this study is to analyze purchase status of imported fruit and the characteristics of consumers preferring to imported fruit. So, we surveyed consumers and analyzed the factors affecting the intention to expand the purchase of imported fruits using the probit model. As a result of the probit model analysis, the ‘price satisfaction’ of imported fruits represents the greatest marginal effect on the intention to expand the purchase of imported fruits. This means that consumers who are highly satisfied with the price after purchasing imported fruits are most likely to buy more imported fruits. In the analysis of demographic characteristics, we have found that consumers with lower income are more willing to buy imported fruits and substitute for domestic fruits. So, we make conclusion that the low price of imported fruits have a positive effect on the intention to expand the purchase of imported fruits in low income households. The ‘satisfaction with taste’ of imported fruits showed a marginal effect as much as ‘Satisfaction with price’. Considering this, it seems that consumer's satisfaction with price and taste after purchasing imported fruits is the main factors of expanding imported fruit. Meanwhile, ‘Consumer considering that health is important’ among the attributes of purchasing agricultural products had a negative impact on the intention to expand the purchase of imported fruits. Based on these results, the greatest strength of domestic fruits that can differentiate from imported fruits is thought to be health benefit. For this purpose, it will be necessary to expand quality control efforts such as environment-friendly certification and GAP certification. Also, it would be necessary to actively promote that seasonal domestic fruits have a good nutritional content. In addition, it would be important to make effort to enhance the taste and price competitiveness of Korean fruits.