김명섭 Kim Myeong-seop , 신우진 Shin Woo-jin
DOI: Vol.33(No.1) 25-50, 2026
Abstract
This study aims to identify the factors influencing the intention to continue agri-environmental conservation practices among participants in the Agri-Environmental Conservation Program and to examine how regional context and psycho-behavioral factors operate in shaping such intentions. The results indicate that among participation motivation types, goal-oriented and activity-oriented motivations have significant positive effects on continuance intention, confirming that participants’ sense of purpose and experiential quality during program activities serve as key drivers of sustained practice. In contrast, place attachment and learning-oriented motivation do not show significant direct effects on continuance intention, and satisfaction does not exhibit a mediating effect, suggesting that short-term evaluative assessments are limited in translating into long-term behavioral commitment. Interaction effects of participation motivation are also found to be statistically insignificant.
Meanwhile, regional differences are observed, with participants in Damyang and Yeosu demonstrating higher levels of continuance intention compared to the reference region, implying the influence of contextual factors such as program operation systems and local organizational capacity. These findings suggest that enhancing the sustainability of agri-environmental conservation practices requires program designs that focus on participants’ motivational structures and activity experiences, along with a shift from satisfaction-centered evaluation frameworks toward behavior-based long-term performance indicators. Furthermore, the results highlight the importance of establishing tailored support systems that account for regional characteristics.
Key Words
농업환경보전 지속의향, 참여동기, 지역차이, Agri-Environmental Conservation Continuance Intention, Participation Motivation, Regional Differences