시장성과 배태성을 통해 본 원주 농민시장의 현실과 특성

Abstract

This paper aims to understand the reality and characteristics of Wonju farmers’ market at an empirical and theoretical level based on the analytical framework of marketing and embeddedness. According to the research, Wonju farmers’ market, like the general farmers’ markets in the US and the UK, has been working together with markedness and embeddedness. Marketness was a strong motivation for consumers to visit Wonju farmers’ market. At the same time, unlike other outlets, the consumers’ complete trust in the farmer-vendors and their agricultural products was embedded in the trading relationship between consumers and farmers. Consumers highly appreciated the produce at Wonju farmers’ market as fresh, cheap, and seasonal products, grown by local farmers. These empirical findings show that Wonju farmers’ market is characterized as a space with a distinct social and spatial embeddedness, and a weak natural embeddedness, alongside strong marketness.