The purpose of this study is to provide the fundamental information for the development of domestic organic food industry by analysis of consumers' organic food purchase experience, knowledge, choice attribute, attitude and intentions in the cross-cul...
The purpose of this study is to provide the fundamental information for the development of domestic organic food industry by analysis of consumers' organic food purchase experience, knowledge, choice attribute, attitude and intentions in the cross-cultural aspects of Korea and the United States. In particular, inter-country differences analysis concerning consumers' organic food purchase experience, knowledge, choice attribute, attitude and intention was conducted towards Korean(415 people, male 30.6%, female 42.0%) and American(281 people, male 54.1%, female 45.9%) who reside in Seoul and New York, total 696 participants.
Consumers in both countries had purchased organic food for the first time more than 5 years ago as the highest ratio of 42.9%(Korea), 42.3%(USA). The organic food item which all the consumers in both countries had bought was fruit and vegetable as the highest ratio of 65.1%(Korea), 56.2%(USA) followed by milk and dairy products(Korea 19.8%, USA 56.2%). Overall organic food purchasing experience which is consists of satisfaction after first time purchase and repurchase rate, U. S. consumer satisfaction and repurchase rate is relatively high compared to Korean consumers. In the level of knowledge about organic food, there was no significant difference between South Korea and the United States consumer.
For Korean consumers' organic food choice attributes, there were five different factors divided, which are nutrition, mood pleasure, familiarity, natural ingredients, environment-friendly. For American consumers' organic food choice attributes, there were four different factors divided, which are nutrition, mood pleasure and familiarity, environment-friendly. Even though they have a different dietary and cultural lifestyle in Korea and the U. S and due to differences in market size and characteristic, organic food choice attributes were not divided as different factors in both countries.
Meanwhile, consumers in South Korea and the United States were positive about purchasing organic food forming positive attitudes towards organic food. There were no significant difference in the attitudes in both countries. On the other hand, concerning purchase intentions towards organic food, Korean consumers' intention is relatively appeared to be more positive but also consumers in both countries have positive purchase intentions towards organic food.
Korean consumers' purchase experience effect total 16% on consumers' attitudes and American consumers' purchase experience effect total 30% on consumers' attitudes. The purchase experience significantly effect on consumers' attitude, American consumers' purchase experience effect on the purchase attitude greater than Korean consumers' purchase experience. Knowledge about organic food effect on consumer attitude as 2% of Korean consumers' purchase attitude and 2.6% of American consumers' purchase attitude of the total variation. The organic food knowledge significantly effect on consumers' attitude, American consumers' knowledge effect on the purchase attitude greater than Korean consumers' knowledge. The organic food choice attribute effect on consumer attitude as 22% of Korean consumers' purchase attitude and 26% of American consumers' purchase attitude of the total variation. The organic food choice attribute significantly effect on consumers' attitude, American consumers' attribute effect on the purchase attitude greater than Korean consumers' attribute. Consumer attitude effect on consumer intention as 48.6% of Korean consumers' purchase intention and 52.4% of American consumers' purchase intention of the total variation. The organic food purchase attitude significantly effect on consumers' intention, American consumers' attitude effect on the purchase intention greater than Korean consumers' attitude.
The significance of this research is to provide the fundamental information for the development of domestic organic food industry by analysis of consumers' organic food purchase experience, knowledge, choice attribute, attitude and intentions in the cross-cultural aspects of Korea and the United States, targeting consumers in each country on the basis of the theoretical background. In the case of Korea, there are a lot of potential to develop the organic food market compare to the United States. It has a complicated organic food certification system which cause a confusion to understand the certification system easily for Korean consumers. If more stringent certification system is established and good quality organic food items are provided continuously, Korean organic market can grow more in the size of the market and in terms of variety of the organic food item. Plus, it will be able to develop greater through vigorous and promotional education towards consumers in both countries.
It seems that more research is needed on how to measure two different country consumers' characteristics using same scale and how to analyse the different culture more accurately.
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