An Exploratory Study on the Consumption Value of Environmentally Friendly Agricultural Products: Moderating Effect of Carbon Labeling and Environmental Concern

This study conducted an exploratory study using experimental stimuli on the difference in consumption value according to the type of eco-friendly agricultural product as research on consumers' consumption behavior should continue to promote the consumption of eco-friendly agricultural products. In addition, the difference in consumption value was analyzed through the moderating effect according to the carbon performance mark and environmental interest. As a result of the analysis, it was found that the consumption value was higher in organic farming depending on the eco-friendly type. In addition, the moderating effect of carbon grade labeling and environmental interest was found only in emotional value. The practical implications of this study are to seek products and marketing measures that can stimulate emotional value, especially to meet consumers' consumption value in response to increased interest in eco-friendly agricultural products.