Valuing Quality Attributes and Country of Origin in the Korean Beef Market
AbstractFor beef exporters, one of the important questions in the Korean beef market is why Korean consumers are willing to pay almost three times more for domestic Korean beef than they pay for imported beef. To answer this question, we surveyed 1,000 shoppers in Seoul, Korea, and conducted a conjoint analysis on consumers' willingness to pay (WTP) for country equity of domestic vs. imported beef and quality attributes of marbling, freshness, genetically modified organism (GMO)-free feed ingredients and antibiotic-free production. Among all factors contributing to the price differentials, the most important factor seems to be the country of origin followed by the use of GMO feeds and antibiotics in beef production, marbling grade and freshness. This study finds that Korean consumers value origins of imported beef approximately $14/lb less than the Korean origin. Korean consumers' valuation of beef quality and country of origin differs by some demographic groups: older vs. younger generations, homemakers vs. non-homemakers and consumers who prefer to purchase packaged beef vs. consumers who prefer to purchase butcher shop beef. Our empirical findings suggest that the top priority for beef exporters who wish to increase sales and value of their beef in the Korean market must be to counter Korean consumers' strong ethnocentrism by improving the value of their country of origin. Copyright (c) 2009 The Authors. Journal compilation (c) 2009 The Agricultural Economics Society.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Bibliographic InfoArticle provided by Wiley Blackwell in its journal Journal of Agricultural Economics.
Volume (Year): 60 (2009)
Issue (Month): 3 ()
Contact details of provider:
Web page: http://www.blackwellpublishing.com/journal.asp?ref=0021-857X
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- Wageli, Salome & Hamm, Ulrich, 2012. "Consumers‘ Perception of Feed Origin in Organic Food Products Declared as Local," 2012 International European Forum, February 13-17, 2012, Innsbruck-Igls, Austria 144965, International European Forum on Innovation and System Dynamics in Food Networks.
- Lee, Sang Hyeon & Lee, Ji Yong & Han, Doo Bong & Nayga, Rodolfo M. Jr, 2013. "Assessing Korean Consumers’ Valuation for BSE Tested and Country of Origin Labeled Beef Products," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 149615, Agricultural and Applied Economics Association.
- repec:ags:jrapmc:122305 is not listed on IDEAS
- Peterson, Hikaru Hanawa & Burbidge, Linda D., 2012. "Japanese Consumersâ€™ Valuation of U.S. Beef and Pork Products after the Beef Trade Ban," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 37(1), April.
- Grebitus, Carola & Colson, Gregory & Menapace, Luisa, 2012.
"A comparison of hypothetical survey rankings with consumer shopping behavior and product knowledge,"
Journal of Agricultural and Applied Economics,
Southern Agricultural Economics Association, vol. 44(01), February.
- Grebitus, Carola & Colson, Gregory & Menapace, Luisa & Bruhn, Maike, 2010. "Who cares about food origin? A comparison of hypothetical survey responses and actual shopping behavior," 2010 Annual Meeting, July 25-27, 2010, Denver, Colorado 61344, Agricultural and Applied Economics Association.
- Langena, Nina & Klink, Jeanette & Hartmann, Monika, 2013. "Individualized or non-individualized IDM: What elicits consumer preferences best?," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 150637, Agricultural and Applied Economics Association.
- Waegeli, Salome & Hamm, Ulrich, 2012. "Wahrnehmung Und Präferenz Für Tierische Ökolebensmittel Produziert Mit Regionalen Futtermitteln," 52nd Annual Conference, Stuttgart, Germany, September 26-28, 2012 138194, German Association of Agricultural Economists (GEWISOLA).
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Wiley-Blackwell Digital Licensing) or (Christopher F. Baum).
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.