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Consumer Preferences for Food Certification in Chicken Meat in Korea: A Discrete-Choice Experimental Study

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초록

The consumption of chicken has been the second-largest livestock product in South Korea. As concerns on food safety and environment-friendly, consumers are more careful about what they eat. Due to a unique food culture connected to the Korean chicken meat market, this study investigates consumers’ preferences regarding a chicken meat product by using a discrete-choice experiment (DCE) approach. Based on data collected both online and offline in the Greater Seoul area, the results show that consumers were willing to pay an average price of 8,722 KRW (7.50 USD) for a non-specific fried-chicken meal. Labels for domestic origin, organic certificate, hazard analysis and critical control points (HACCP) certificate, and antibiotic-free certificate resulted in marginal willingness-to-pay (MWTP) premiums of ₩1,907, ₩9,985, ₩6,405 and ₩6,064, respectively, clearly reflecting the respondents’ concern about poultry products’ attributes and attentiveness to labeling.

Abstract

The consumption of chicken has been the second-largest livestock product in South Korea. As concerns on food safety and environment-friendly, consumers are more careful about what they eat. Due to a unique food culture connected to the Korean chicken meat market, this study investigates consumers’ preferences regarding a chicken meat product by using a discrete-choice experiment (DCE) approach. Based on data collected both online and offline in the Greater Seoul area, the results show that consumers were willing to pay an average price of 8,722 KRW (7.50 USD) for a non-specific fried-chicken meal. Labels for domestic origin, organic certificate, hazard analysis and critical control points (HACCP) certificate, and antibiotic-free certificate resulted in marginal willingness-to-pay (MWTP) premiums of ₩1,907, ₩9,985, ₩6,405 and ₩6,064, respectively, clearly reflecting the respondents’ concern about poultry products’ attributes and attentiveness to labeling.

참고문헌 (46)

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