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신종코로나바이러스감염증-19에 의한 소비자의 유기농식품 지불의사가격 변화

COVID-19 and Changes in Consumers’ Willingness to Pay for Organic Food

이지용|김정환
한국농촌경제연구원 (Korea Rural Economic Institute)|2021.12|농촌경제 (Journal of Rural Development)|제44권 제4호|pp. 53-76|DOI 10.36464/jrd.2021.44.4.003

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키워드

COVID-19organic foodwillingness to pay지불의사가격식품소비행태조사consumers survey on food consumption behavior유기농식품 소비유기농산물organic food consumption
주제분류농업경제학

초록

신종코로나바이러스감염증-19(이하 COVID-19)의 유행은 사람들의 생활 양식과 식품 소비 양상에 전례 없는 영향을 미쳤다. 본 연구는 식품소비행태조사 자료를 활용하여 COVID-19가 유기농식품에 대한 소비자의 지불의사가격에 미친 외생적 효과를 분석하였다. 분석 결과 COVID-19 대유행은 대표적인 유기농식품인 유기농산물에 대한 소비자 지불의사가격을 1.2~1.3% 증가시켰다. 또한 소득 수준과 건강 관심도가 높을수록, 건강하지 않다고 생각할수록 코로나 발생 이후 유기농산물에 대한 지불의사가격이 높아진 것으로 나타났다. 본 연구는 위의 결과를 바탕으로 유기농산물 관련 정책 및 식품업계 관련 외생적 환경변화에 따른 함의점을 제시하였다.

Abstract

The COVID-19 has changed consumer consumption patterns. This study aims to analyze the degree of exogenous effects of the pandemic on consumers' organic food consumption patterns. It uses the Consumer Behavior Survey for Food and explores whether the COVID-19 has impacted relative price premium for organic products. Our analysis shows that the pandemic has increased the willingness to pay for organic products from 1.3%p to 2.1%p. Households with higher incomes are willing to pay for organic products after the pandemic outbreak. While families with higher health interest have significantly increased the premium for organic products, those with relatively less health interest have reduced the price premium.

참고문헌 (33)

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