축산물 이력추적성과 원산지에 대한 소비자 선호 분석
Consumer Preference of Traceability and Origin in Livestock Products
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초록
이 연구에서는 선택실험법을 통해 수집한 진술선호자료를 기반으로 세 가지 모형을 이용하여 축산물(쇠고기, 돼지고기 제품)의 이력추적성과원산지 속성에 대한 소비자 선호도를 분석하였다. 우리의 연구 결과에 따르면 쇠고기의 경우 한우 제품에 대한 지불의사금액 대비 이력추적성속성에 대한 지불의사금액의 비율이 92~97%로 매우 높았다. 돼지고기의 경우에는 한돈 제품에 대한 지불의사금액 대비 추적가능한 속성에 대한지불의사금액의 비율은 약 76~82% 수준이었다. 이러한 결과는 국내 소비자들이 국내산 육류 제품에 대한 선호도에 따라 어느 정도 식품 안전속성(추적성)에 높은 가치를 두고 있음을 의미한다. 다시 말해 축산물 이력제가 쇠고기와 돼지고기의 식품안전성에 대한 소비자의 신뢰를 구축하는데 크게 기여하고 있음을 보여준다고 할 수 있다.
Abstract
This study investigates consumer preferences of traceability and origin attributes in livestock products (beef and pork products) byemploying choice experiments and 3 different models. Our findings suggests that, in the case of beef, the ratio of the willingness topay for traceability attributes to the willingness to pay for Hanwoo products was quite high, reaching 92-97%. In the case of pork,the ratio of the willingness to pay for traceable attributes to the willingness to pay for Handon products was around 76-82%. Theseresults imply that Korean consumers place a high value on the food safety attribute (traceability), to some extent corresponding to theirpreference for domestically produced meat products. It reveals that traceability is making a significant contribution to building consumertrust in food safety of beef and pork products.
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