Abstract
As consumers have increasing interests in food safety and in purchasing safe farm produce for healthy life, this study was conducted to discuss the image of LOHAS, a new wave in healthy life, and how LOHAS image influences consumers' purchase of environmentally- friendly farm produce. For the survey, 280 copies of questionnaires were distributed from November 1, 2008 to November 29, 2008 and 265 copies (95% recovery rate) were used for the analysis. The following are the results of analysis: First, The results of the study indicated that there was a significant differences LOHAS image according to the demographic factors(gender, age, income). Second, the intention to purchase environmentally-friendly farm produce was a significant differences according to income. Third, LOHAS image had a significant influence on the intention to purchase environmentally-friendly farm produce.
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