CVM을 활용한 RE100 계란의 가치평가 - 제주도를 중심으로-
Valuing RE100-Certified Eggs Using the Contingent Valuation Method - A Focus on Jeju Island -
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The purpose of this study is to estimate consumers’ willingness to pay (WTP) for RE100-certified food products, focusing on eggs, and to analyze the effect of environmental consciousness on their WTP. Since RE100-certified products are in the early stage of market introduction, with limited transaction and market price data, the Contingent Valuation Method (CVM) based on hypothetical scenarios was employed. Specifically, the Double-Bounded Dichotomous Choice (DBDC) model was applied. Based on the truncated mean WTP, consumers were, on average, willing to pay an additional 1,392 KRW for a pack of ten RE100-certified eggs. In particular, those who placed greater importance on environmentally friendly practices exhibited higher WTP, and single female consumers were identified as a key demand segment. The findings of this study provide empirical evidence on consumer value assessments for RE100-certified livestock products and may serve as basic data for establishing future marketing strategies for RE100 foods, expanding RE100-certified products in primary industries, and developing sustainable management strategies.
Abstract
The purpose of this study is to estimate consumers’ willingness to pay (WTP) for RE100-certified food products, focusing on eggs, and to analyze the effect of environmental consciousness on their WTP. Since RE100-certified products are in the early stage of market introduction, with limited transaction and market price data, the Contingent Valuation Method (CVM) based on hypothetical scenarios was employed. Specifically, the Double-Bounded Dichotomous Choice (DBDC) model was applied. Based on the truncated mean WTP, consumers were, on average, willing to pay an additional 1,392 KRW for a pack of ten RE100-certified eggs. In particular, those who placed greater importance on environmentally friendly practices exhibited higher WTP, and single female consumers were identified as a key demand segment. The findings of this study provide empirical evidence on consumer value assessments for RE100-certified livestock products and may serve as basic data for establishing future marketing strategies for RE100 foods, expanding RE100-certified products in primary industries, and developing sustainable management strategies.