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06 , 2018 Vol. 45, Issue. 2
A study on direct-to-consumer and intermediated marketing for the 6industrialization in the U. S. agricultural sector.
Sounghun Kim*   

Dept. of Agricultural Economics, Chungnam National University, Daejeon 34134, Korea1

2018. 06.   308: 316
 
 
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The Korean government introduced the 6industrialization in the agricultural sector to increase farmers’ income and value-added agricultural products. The U.S. government has also supported farmers’ efforts to increase their income and value-added products in a similar way even though the 6industrialization is not the usual concept in the U.S. Especially, direct-to-consumer and intermediated marketing is one of the main methods to increase farmers’ income and value-added agricultural products in the U.S. The purpose of this paper was to analyze direct-to-consumer and intermediated marketing in the U.S., through a survey and frequency analysis. The results of this study are as follows: First, U.S. farmers have shifted their concern and efforts from direct-to-consumer marketing to intermediated marketing because intermediated marketing may offer higher value-added agricultural products. However, consumers’ perception and interest are higher for direct-to-consumer marketing than for intermediated marketing of agricultural products and related services. Consumers also will increase the portion of consumption of agricultural products and related services through direct-to-consumer marketing. This difference between farmers and consumers may cause difficulties in increasing farmers’ income and value-added agricultural products in the U.S. Korean farmers may have same problem in the future, even though they have not encountered it yet. Especially, the Korean government needs to develop the capabilities of farmers so that they can solve this problem.

1. Choe HC, Park JY. 2012. A study on characteristics of farmers` market consumers. Korean Association of Human Ecology 11:220-221. [in Korea]   

2. Jang HW, Lee MS, You SY. 2013. A study of consumer perception of local food. Korean Journal of Agricultural Management and Policy 40:248-269. [in Korea]  

3. Kim SH, Han JH. 2017. Relationship between the infrastructure level of the 6th industrialization and its outlook. Korean Journal of Agricultural Science 44:613-619. [in Korea]  

4. Kim YS, Ryu IH, Kwon OS, Kim SH. 2016. The analysis of consumers' satisfaction about the 6th industry antenna shops. Korean Journal of Agricultural Science 43:688-703. [in Korea]  

5. Lee DK, Kim SH, Park JI. 2016. A study of the actual conditions and development plan of the 6th industrialization policy: In the view of agricultural management organizations of Chungnam region. Korean Journal of Agricultural Science 43:670-677. [in Korea]  

6. Sarah AL, Aaron A, Elizabeth B, Nigel K, Steve M, Alex M, Agnes P, Katherine R, Hayden S, Shellye S, Stephen V, Becca BR. 2015. Trends in U.S. local and regional food systems: A report to congress. Economic Research Service.  

Journal Title : Korean Journal of Agricultural Science
Volume : 45
No : 2
Page : pp  308~ 316
Received Date : 4. 25. 2018
Accepted Date : 3. 23. 2018
Doi : https://doi.org/10.7744/kjoas.20180021
 
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