The objective of this research is to provide theoretical information to increase the purchase satisfaction rate of the consumers by analyzing the perspective and characteristic of the consumers toward eco-friendly agricultural products. For this, a survey was carried on using survey letters targeting women living at Gyeongbuk area to find the relationship between the recognition level of the customers towards eco-friendly agricultural products, purchase action, interest rate to environment and health, and purchase satisfaction rate. The 152 cases finally collected were analyzed empirically using SPSS 21.0 program to improve the production activity of eco-friendly agricultural products and to increase the purchase satisfaction rate of the consumers.
As a result, the recognition of the target customers towards eco-friendly agricultural product was very high and they responded their acknowledgement to differentiate the eco-friendly agricultural products is also very high which showed that in general the consumer had strong confidence to the eco-friendly agricultural products. Second, as a result about the interest of the consumers to the environment protection and health of eco-friendly agricultural product, the interest to environment protection and health was very high overall. Third, regarding the purchase action, the target customer responding that they sometimes or often purchase the eco-friendly agricultural products were much higher. Finally, as a result about the purchase satisfaction of the target consumers towards the eco-friendly agricultural product, more consumers were satisfied rather than unsatisfied and the main reason of satisfaction was because the eco-friendly agricultural product seemed to be healthier and safer. As a result of the future purchase intent, high ratio responded that they are thinking to purchase in the future.
In conclusion, the study results will be helpful when reflected to the production or sales activity of future eco-friendly agricultural product market. Therefore, if we look into the theoretical meaning of this research will be as folloing: First, by finding out results of the satisfaction rate according to the recognition level of eco-friendly agricultural products, interest rate to the environment and health, and purchase actions at this point when the eco-friendly agricultural product market is growing, it provided the basic data to understand the perspective and characteristic of the consumers towards the eco-friendly agricultural products. Second, understanding the perspective and characteristic of the consumers towards the eco-friendly agricultural products, it provided theoretical meaning to improve the satisfaction rate towards eco-friendly agricultural product.