DOI QR코드

DOI QR Code

Consumer's Demand and Willingness to Pay for Horse Meat

말고기에 대한 소비자 수요와 지불의사

  • 전성원 (한국마사회) ;
  • 최승철 (건국대학교 동물생명과학대학 축산식품공학과) ;
  • 신용광 (한국농수산대학교 교양공통과)
  • Received : 2015.03.25
  • Accepted : 2015.07.16
  • Published : 2015.07.31

Abstract

This study aims at estimating the consumer's demand and willingness to pay(WTP) for horse meat in Korea. Three econometric models are employed to examine the multiple layers of the demand, including the current demand, the potential demand and latent demand. Findings indicate a substantial demand for horse meat. Dichotomous choice contingent valuation method is used to elicit the WTP. We assess the mean WTP for horse meat using a double-bounded logistic model. As a result, consumers are willing to pay at 67.8 percent of the beef prices of the third quality grade to purchase horse meat. And, for the factors that influence on WTP, only sex, age and recognition of horse meat are statistically significant.

본 연구는 말고기에 대한 소비자 수요와 지불의사액을 추정하는데 연구목적이 있다. 먼저 말고기에 대한 소비자 수요를 현재수요(current demand), 잠재추가수요(potential demand) 그리고 잠재신규수요(latent demand)로 구분하여 조사하였으며 로짓 모형을 이용하여 소비자 수요별 설명변수와의 유의성을 검토하였다. 다음으로 이선선택형 가상가치법(DC-CVM)을 이용하여 말고기에 대한 지불의사액을 추정하였다. 말고기에 대한 소비자 지불의사액은 한우 3등급 등심부위 가격의 67.8% 수준이었으며, 이들 지불의사액에 미치는 영향은 남자일수록, 연령이 낮을수록, 그리고 말고기에 대한 인지도가 높을수록 지불의사액이 높았다.

Keywords

References

  1. FAOSTAT, Food and Agriculture Organization of the United Nations, 2011
  2. Mykel Taylor and Elizabeth Sieverkropp, "The Impacts of U.S. Horse Slaughter Plant Closures on a Western Regional Horse Market", Journal of Agricultural and Resource Economics 38(1):48-3, 2013
  3. Seong-won Jeon, Seung-Churl Choi, "Market Segmentation and Choice Attributes on Horse Market", Korea Food Marketing, 31(1):1-23, 2014
  4. Ministry of Agriculture, Food and Rural Affairs, Chukjongbyul Shidobyul dochukshiljeok, 2012
  5. Seong-won Jeon, Seung-Churl Choi, Ki-Hyun Kim, "Consumer Attitudes and Purchase Intentions toward Horse Meat", Korea Journal of Agricultural Management and Policy, 40(3): 566-591, 2013
  6. Liu X., Mack Nelson, Erika Styles "Validating the demand for goat meat in the US meat market", Agricultural Sciences, Vol. 4, No. 10, 549-557, 2013. DOI: http://dx.doi.org/10.4236/as.2013.410074
  7. Hanemann. W. M. "Welfare Evaluations in Contingent Valuation Experiments with Discrete Responses", American Journal of Agricultural Economics 66, 332-341, 1984. DOI: http://dx.doi.org/10.2307/1240800
  8. Duffield J. W. and D. A. Patterson, "Inference and Optimal Design for a Welfare Measure in Dichotomous Choice Contingent Valuation", Land Economics, Vol. 67, pp. 225-239, 1991. DOI: http://dx.doi.org/10.2307/3146413
  9. Steiner B., Lorie Strivastava, and Fei Gao, "Assessing the Consumer Acceptance and Market Potential of Alternative Meats", Department of Rural Economy, Faculty of Agriculture & Forestry and Home Economics, University of Alberta Edmonton, Canada 1-63, 2006
  10. Schupp, A., J. Gillespie, and D. Reed, "Consumer Choice among Alternative Red Meats" Journal of Food Distribution Research 29(3):35-43, 1998
  11. Bolliger C., Reviron S., "Consumer Willingness to Pay for Swiss Chicken Meat: An In-store Survey to Link Stated and Revealed Buying Behaviour", 12th Congress of the European Association of Agricultural Economists 1-13, 2008
  12. Young-Sook Eom, "A Critical Evaluation of Dichotomous Choice Responses in Contingent Valuation Method", Environmental and Resource Economics Review, 20(1): 119-153, 2011
  13. Krinsky, I. and A. L. Robb "On Approximating the Statistical Properties of Elasticities", The Review of Economics and Statistics, 68: 715-719, 1986. DOI: http://dx.doi.org/10.2307/1924536