This is a study that analyzed the effect of the trust and health-seeking needs in environment-friendly agricultural products on the purchase of environment-friendly agricultural products. For this, a questionnaire survey was carried out targeting 230 men and women with convenience sampling method by having subjects as visitors of large marts and specialized marts, which sell environment-friendly agricultural products in Daegu and Gyeongbuk area. Totally 208 copies of questionnaire were directly collected. The collected data were analyzed at the statistical significant level in p〈 .05 by using SPSS 12.0 for Windows. The results are as follows.
First, the difference in the purchase of environment-friendly agricultural products according to background variables(gender, marital status, age, religious belief, academic background, job, and annual income) was carried out with t-test and ANOVA analysis. As a result of implementation, the variables in gender(.091), marital status(.258), and age(.785) were indicated to have significant influence. Other variables were all rejected.
Second, to analyze the effect of trust in environment-friendly agricultural products on health seeking, the single regression analysis was carried out. As a result, F value stood at 75.568 at the significant level of 0.001, thereby having been statistically significant. The explanatory power was indicated to be 26.5% with R²=.265. Accordingly, the trust in environment-friendly agricultural products was understood to have significant positive(+) influence upon health seeking.
Third, to analyze the effect of the health-seeking needs on trust in environment-friendly agricultural products, the single regression analysis was carried out. As a result, F value stood at 75.568 at the significant level of 0.001, thereby having been statistically significant. The explanatory power was indicated to be 26.5% with R²=.265. Accordingly, the health-seeking needs were understood to have significant positive(+) influence upon trust in environment-friendly agricultural products.
Fourth, to analyze the effect of trust in environment-friendly agricultural products on the purchase of environment-friendly agricultural products, the single regression analysis was carried out. As a result, F value stood at 259.729 at the significant level of 0.001, thereby having been statistically significant. The explanatory power was indicated to be 55.6% with R²=.556. Accordingly, the trust in environment-friendly agricultural products was understood to have significant positive(+) influence upon the purchase of environment-friendly agricultural products.
Fifth, to analyze the effect of the health-seeking needs on the purchase of environment-friendly agricultural products, the single regression analysis was carried out. As a result, F value stood at 82.843 at the significant level of 0.001, thereby having been statistically significant. The explanatory power was indicated to be 28.2% with R²=.282. Accordingly, the health-seeking needs were understood to have significant positive(+) influence upon the purchase of environment-friendly agricultural products.
As the above findings, the trust and the health-seeking needs in environment-friendly agricultural products could be known to have positive influence upon the purchase of environment-friendly agricultural products.