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Abstract

This study was designed to find out determinant factors in selecting environmentally friendly agricultural products and to analyze the degree of consumer's satisfaction toward the products depending on life styles. 310 questionnaires were collected, and frequency, percentage, one-way ANOVA, and multiple regression analysis was conducted using SPSS WIN 10.0. As a result, it was found that: First, consumers show a high degree of satisfaction for environmentally friendly agricultural products. The degree of satisfaction was significantly different depending on age, residence, and families. It was also found that substantial and environmental protection types are significant variables. Second, it was proved that the degree of satisfaction for environmentally friendly agricultural products is a determinant factor to consumers. Age, residence, families, substantial types and environmental protection types are significant variables. Accordingly, the degree of satisfaction is a positive factor, and consumers will regard environmentally friendly cultivation as a very important factor.

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