MANAGEMENT&ECONOMICS

The influence of Jeju island's environmental resource factors on agricultural product purchase intention: a comparison of image of environment resource and environment-product image congruence

Ho Joong  Yi1   Kyeong Ah  Ahn2   Shin Hea  Choi3,*   

1Agriculture and Fisheries Policy Forum, Seoul 07236, Korea
2Department of Future Industry & Tourism Research, Jeju Research Institute, Jeju 63147, Korea
3Department of Commercial Impact Analysis, Small Enterprise and Market Service, Daejeon 34917, Korea

Abstract

A characteristic of a region's environmental resources is the competitiveness of local agricultural products. This study explores methods of making locally produced agricultural products appealing to consumers. We looked at ways to appeal to consumers by using the image of environment resource and environment-agriculture product image congruence. The relationships of two dimensions of environmental image, perceived quality and purchase intention, are examined. From the results of the study, both the image of environment resource and environment-agriculture product image congruence have a positive effect on purchasing local agricultural products through perceived quality. This study tried to ascertain which of the two dimensions of the environmental image factor is more effective in terms of consumer appeal for local agricultural products. As a result, both the image of environment resource and environment-agricultural product image congruence are found to have a positive effect on the purchase intention of consumers through perceived quality. By comparing the paths of the two dimensions it is found that the method of appealing to consumers by using the environment-agriculture product image congruence is more effective. The results of this study present an effective method of making locally produced agricultural products appealing to consumers and suggest an effective strategic direction for selling local agricultural products.

Figures & Tables

Fig. 1. The results of research model. *, p < 0.05; **, p<0.01; ***, p < 0.001.