Korean Journal of Organic Agriculture (한국유기농업학회지)

Korean Association of Organic Agriculture (한국유기농업학회)
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Decisional Factor of China Consumers' Willingness to Pay for Korean Shine Muscat: Evidence from Beijing and Shanghai Consumers

중국 소비자의 샤인머스켓 포도 상품 속성별 지불의향 결정요인 분석: 베이징과 상하이 소비자를 중심으로

  • Received : 2021.06.28
  • Accepted : 2021.08.11
  • Published : 2021.08.31
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Abstract

In a long-run, a price reduction of shine muscat that is one type of grapes is expected due to an increase of cultivated area. To come up with this problem, expanding exports of shine muscat considering that domestic demand is restricted in Korea. This study investigates the China consumers preference for shine muscat from Korea since exports to China have increased a lot after the quarantine agreement in 2015. Specifically, this paper analyzes a probability of shine muscat exports to China based on willingness to pay (WTP). Moreover, we derive long-run and short-run export strategies for Korean shine muscat. Our results show that a probability of exports to China is high. However, this probability is lowered at the sample of consumers who have the experience of tasted shine muscat. Considering the relative important characteristic for buying shine muscat at the sample of eating experienced consumers in China is sweetness, there is a need to develop cultivation technologies for enhancing sweetness to attain a sustainable development in the grape sector of Korea.

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References

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