| 초록 |
Consumers choose environmentally freidnly agricultural product as one of credence goods based on product attributes such as environmental friendliness, safety, nutritional value, taste, and appearance (or freshness). This paper investigates the weights of the consumers' purchasing attributes for environmentally friendly agricultural products (EFAP) using a fuzzy multi-criteria decision making method. Fuzzy set theory is a useful tool for solving the problem of imprecise subjective judgement and ambiguous objective information on product attributes. The analytical results show that in case of organic vegetables, "safely" affected 26.7 percent of the EFAP purchase decision making, followed by "environmental friendliness" with 23.1 percent, "taste" with 18.9 percent, "nutritional value" with 18.1 percent, and "appearance/freshness" with 13.3 percent.
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