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KMID : 0665420210360050421
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Korean Journal of Food Culture
2021 Volume.36 No. 5 p.421 ~ p.429
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Effect of Consumers’ Perceived Creating Shared Value on Purchasing Behavior of Non-timber Forest Products in Jeongeup City, Korea
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Oh Ji-Eun
Lee Kyung-Won
Kang Nam-E
Cho Mi-Sook
Na Ye-Seul
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Abstract
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Local non-timber forest products can be easily accessed by tourists. These also provide opportunities for tourists toexperience the local culture. Many local governments are paying constant attention to the development of non-timber forestproduct brands to revitalize the local economy and increase the profits of local farmers. Although there are many forestproducts and tourism resources in each region of Korea, there is no local specialized strategy to sell non-timber forestproducts and promote consumers' purchase intentions. In this study, we aimed to explore the consumers’ perceived creatingshared value (CSV) and its association with purchasing behavior of non-timber forest products in Jeongeup city, Korea. Datawere collected from 1,066 consumers who had purchased non-timber forest products. Purchasing patterns of local specialtyproducts differed depending on consumers’ perceived CSV levels. In addition, consumers with higher levels of perceivedCSV showed higher awareness and familiarity with Jeongeup city and experienced Jeongeup city’s non-timber forestproducts. Our findings suggest that improving consumer perception towards CSV of non-timber forest products can be usedas a marketing strategy for local non-timber forest products to revitalize the local economy.
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KEYWORD
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Non-timber forest products, creating shared value, purchasing behavior, jeongeup city
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