축산물 소비에서의 사회적 선호 분석
Prosocial Preference for the Consumption of Livestock Products
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초록
사람들의 행동 실험을 통해 경제 주체들이 사회적 선호를 가진다는 것은 많은 선행연구들을 통해 실증적으로 분석이 되어 왔다. 본 논문은 축산물 구매행위에서도 소비자들이 사회적 선호가 존재하는지를 파악하고자, 축산물을 구매함으로써 유발되는 환경친화적 혜택, 동물복지 혜택, 축산농가의 이윤에 대한 소비자들의 선호를 분석하였다. 분석 결과, 소비자들은 축산물을 구매하여 소비할 때 사회적 선호를 가지는 것으로 나타났다. 또한, 이러한 사회적 선호로 설명되는 소비자들의 효용함수는 일정 수준의 외적 타당성을 가지는 것으로 나타났다. 이와 함께, 사회적 선호는 유기인증 축산물과 동물복지인증 축산물에 대하여 소비자들이 지불하고자 하는 가격 프리미엄에서 일정 비중을 설명하는 것으로 나타났다.
Abstract
Substantial experimental and economic game research has attempted to explain people’s prosocial behavior. To test whether such social preferences exists in the field of purchasing livestock products, we estimated consumers’ preferences for environmental benefits, animal welfare concerns, and livestock farmers’ profits. We discovered that consumers are concerned about social benefits resulting from their purchase of livestock products. We also determined the extent to which people’s measured preferences for social benefits can explain consumers’ willingness to pay a premium for environmentally-friendly livestock products or those certified for animal welfare. Our results indicate: 1) social preferences explain a non-trivial portion of people’s willingness to pay a premium for livestock products mentioned above; and 2) the correlation between the estimated premium and people’s stated willingness to pay a premium is statistically significant and positive. Overall, our results suggest that concerns for social benefits can be observed in consumers’ behavior of purchasing livestock products.
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