친환경농산물의 지불의사금액 분석과 그린 마케팅 전략
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.