food, and are recognizing Wild vegetables as a healthy food option. This study analyzes the decision factors of
consumers who purchase Wild vegetables. The AHP (Analytic Hierarchy Process) methods developed by Satty are
applied to the analysis. The results show that among the decision factors for purchasing Wild vegetables, the related
factors, noted next, were more important than the purchase location or the acquisition of information, but the
difference was not great. Among the related factors of Wild vegetables, the nutritive component that is healthy and
good taste, are more important than freshness, cultivation type or price. The taste, in particular, is 4 times more
important than the price. Regarding the purchasing sites for Wild vegetables, this study showed that reliable
acquaintances, visiting the production area and the traditional markets are more important than super markets
(department stores) or the Internet. For acquiring information on Wild vegetables, word-of-mouth is more important
than newspapers or TV and radio.
1-고종태.pdf
