DOI QR코드

DOI QR Code

WTP Estimation in Low Fat Pork Meat Consumption

돼지고기 저지방부위 소비에 대한 지불의사액 추정

  • Received : 2018.06.22
  • Accepted : 2018.08.20
  • Published : 2018.08.30

Abstract

Pork is a popular meat consumed in Korea. However, the consumption pattern has typically focused on preferred parts, like pork belly, which is usually broiled. This consumption pattern has increased both stocks of low fat parts and medical costs, and has thereby disturbed pork industry growth and the national health welfare. Changing the consumption patterns of preferred parts and encouraging consumption of low fat parts will improve consumers' quality of life and also increase their benefits. Thus, this study estimated WTP (Willingness To Pay) for health funds among consumers who eat pork meat, considering the health benefits gained by consuming low fat parts and changes in preferred part consumption. The results of this study show that WTP is higher when consumers have a smaller family and a higher income; these consumers plan to increase intake of pork meat in the future and think that the promotion of low fat pork meat consumption is more important. The WTP for health funds is estimated to be 49won to 287won through Logit Model. The health benefits of low fat consumption were estimated to be 92 billion won to 539 billion won per year. Therefore, reforming low fat pork consumption not only changes the traditional consumption pattern focused on preferred parts but also leads to a variety of benefits for consumers, including health benefits.

Keywords

Preferred pork parts;willingness to pay (WTP);low fat pork parts

References

  1. Bayoumi AM. 2004. The Measurement of Contingent Valuation for Health Economics. PharmacoEconomics., 22(11):691-700. https://doi.org/10.2165/00019053-200422110-00001
  2. Carson R. T. 2007. The Stated Preference Approach to Environmental Valuation(1), ASHGATE
  3. Cho MS, Lee KJ. 2012. Transition of Korean Meat Consumption and Consumption Trends after Modern Times -Focused on Beef and Pork-. The Korean J. Food culture, 27(5):422-433 https://doi.org/10.7318/KJFC/2012.27.5.422
  4. Choi YS, Jo DW. 2017. Characteristics of Macao's Consumers in Pork Market and Export Strategies, China Area Studies Association of Korea, 4(2):75-92
  5. Choi JS. 2015. Analysis on Determinants of Meat Intake Using Complex Samples Survey Data. Korean journal of food marketing economics, 32(4):1-20
  6. Hanemann, W. M., 1984. Welfare evaluation in contingent valuation experiments with discrete responses, American Journal of Agricultural Economics 66(3):332-341 https://doi.org/10.2307/1240800
  7. Jang SH, Kim, JI, Kim KH, Choi SC. 2011. Breeding Management for High Quality Pork Production. Korea association of livestock management, 38(3):620-643
  8. Jeong MK. 2011. An Analysis of Beef and Pork Demand-Supply Structure and Development of Livestock Policy Simulation Model. KREI, KSI, pp. 254
  9. Ji IB, Hwang YJ, Lee HW. 2012. Consumers’ preference analysis according to attributes of pork. Journal of Rural Development, 35(4):41-57
  10. Kim GW, Kim MS, Kim SE. 2009. A Study on the Housewives' Purchase Behaviors of Pork. Korea Institute of Science and Technology Information, 10(12), 3910-3918
  11. Ko BN, Kwak YT. 2006. Pork Consumption Pattern Analysis for Non-preferred parts. Korea Journal of Agricultural Management and Policy, 33(2):444-455
  12. Lee BK. 2001. Dynamics of Pork Price and Its Policy Implication, Korean Journal of Agricultural Economics, 2001, 42(1):63-84
  13. Lee SH, Lee JY, Han DB, Nayga, JR. 2013. Assessing Korean Consumers' Valuation for BSE-Tested and Country of Origin Labeled Beef Products, Journal of Rural Development, 37(3): 185-205
  14. Powe, N. A., 2007. Redesigning Environmental Valuation (Mixing Methods within Stated Preference Techniques), Edward Elgar
  15. Yoon, DJ, Han, SI, Kim KH. 2011. A Study on Pork Brand Attributes. Korean Journal of Agricultural Management and Policy, 38(3):424-448

Acknowledgement

Supported by : 강원대학교