A Comparison Between Consumers` Perceptions of Korean and US Quality Certification Marks for Agricultural Products

Abstract The purpose of the study is to determine how consumers perceive certification marks for agricultural products. The studyexamined three agricultural product certifications, such as the certification of environment-friendly agricultural products,Good Agricultural Procuts (GAP) certification mark, and United States Department of Agriculture (USDA) certification mark.A survey was utilized for data collection from adults over the age of 19 in November, 2013. A total of 390 questionnaireswere distributed, and 300 of those were obtained for an analysis of the study. The results were as follows. First, consumers'awareness of, image of, and credibility on the agricultural products with the certification marks were not significantly differ entamong the three certification marks except consumers’ awareness. Second, consumers’ purchase intentions for andwillingness to pay for the agricultural products with the certification marks were not significantly different among the threecertification marks. Third, these variables were not significantly different between buying group and non-buying groupexcept consumers’ awareness. Lastly, buying group and non-buying group were significantly different only in gender andmarital status. The findings offer implications to the food and food service industry regarding consumers’ purchase ofcertified agricultural products. Further, the study enforces the roles of food industry for environment.Key Words: Agricultural products certification, environment-friendly agricultural products certification marks, GAP,USDA, food service