Agribusiness and Information Management

Korean Society of Food and Agricultural Information Science (한국농식품정보과학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on Determinants of the Willingness to Pay for Native Honey: Focusing on Knowledge of and Experience with Honey and Attitude toward Health

  • Lee, Seoyoun (Dept. of Agri. Econ. & Rural Dev., Seoul National University) ;
  • Kim, Nayeong (Dept. of Agri. Econ. & Rural Dev., Seoul National University) ;
  • Hwang, Jihee (Dept. of Agri. Econ. & Rural Dev., Seoul National University) ;
  • Moon, Junghoon (Dept. of Agri. Econ. & Rural Dev., Seoul National University)
  • Received : 2020.12.08
  • Accepted : 2021.01.25
  • Published : 2021.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study analyzes overall honey consumption and purchasing behavior, and in particular, seeks to identify factors that influence the willingness to pay (WTP) for native honey. A survey of 500 South Korean consumers was conducted to understand their purchasing experiences and perceptions related to honey. A multiple linear regression analysis was carried out to comprehend the effect of the following factors on the willingness to pay for native honey: 1) knowledge of honey, 2) health consciousness, 3) the unhealthy = tasty intuition (UTI), and 4) positive perception of sweetness. As a result, consumers with more knowledge about honey, higher health consciousness and more positive perception of sweetness were more willing to pay for native honey. On the other hand, past honey purchasing or consuming experience had no significant impact on the willingness to pay for native honey. Marketing strategies and implications were derived from the characteristics of native honey consumers identified in this study.

Keywords

Acknowledgement

This research received support from the Korea Institute of Planning and Evaluation for Technology in Food, Agriculture and Forestry (IPET) through the AgriBio Industry Technology Development Project, and funding from the Ministry of Agriculture, Food and Rural Affairs (MAFRA) (318093-3).

References

  1. Aiken, L. S., West, S. G., Pitts, S. C., Baraldi, A. N., & Wurpts, I. C. (2012). Multiple linear regression. Handbook of Psychology, 2nd Ed., 2.
  2. Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50 (2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-t
  3. Arvanitoyannis, I. & Krystallis, A. (2006). An empirical examination of the determinants of honey consumption in Romania. International Journal of Food Science & Technology, 41 (10), 1164-1176. https://doi.org/10.1111/j.1365-2621.2006.01174.x
  4. Bagozzi, R. P. & Kimmel, S. K. (1995). A comparison of leading theories for the prediction of goal-directed behaviors. British Journal of Social Psychology, 34 (4), 437-461. https://doi.org/10.1111/j.2044-8309.1995.tb01076.x
  5. Becker, M. H., Maiman, L. A., Kirscht, J. P., Haefner, D. P., & Drachman, R. H. (1977). The Health Belief Model and prediction of dietary compliance: a field experiment. Journal of Health and Social Behavior, 348-366.
  6. Bohrnstedt, George W. & Knoke, David. (1994). Statistics for social data analysis.
  7. Bogdanov, S., Jurendic, T., Sieber, R., & Gallmann, P. (2008). Honey for nutrition and health: a review. Journal of the American College of Nutrition, 27 (6), 677-689. https://doi.org/10.1080/07315724.2008.10719745
  8. Chandon, P. & Wansink, B. (2007). The biasing health halos of fast-food restaurant health claims: lower calorie estimates and higher side-dish consumption intentions. Journal of Consumer Research, 34 (3), 301-314. https://doi.org/10.1086/519499
  9. Corlett, R. T. (2004). Flower visitors and pollination in the Oriental (Indomalayan) Region. Biological Reviews, 79 (3), 497-532. https://doi.org/10.1017/s1464793103006341
  10. Dashora, N., Sodde, V., Bhagat, J., S Prabhu, K., & Lobo, R. (2011). Antitumor activity of Dendrophthoe falcata against ehrlich ascites carcinoma in Swiss albino mice. Pharmaceutical Crops, 2 (1).
  11. Dean, M., Raats, M. M., & Shepherd, R. (2012). The Role of Self-Identity, Past Behavior, and Their Interaction in Predicting Intention to Purchase Fresh and Processed Organic Food 1. Journal of Applied Social Psychology, 42 (3), 669-688. https://doi.org/10.1111/j.1559-1816.2011.00796.x
  12. Gould, S. J. (1988). Consumer attitudes toward health and health care: A differential perspective. Journal of Consumer Affairs, 22 (1), 96-118. https://doi.org/10.1111/j.1745-6606.1988.tb00215.x
  13. Hagger, Martin, Chatzisarantis, Nikos and Biddle, Stuart. "A meta-analytic review of the theories of reasoned action and planned behavior in physical activity: Predictive validity and the contribution of additional variables." Journal of Sport & Exercise Psychology (2002).
  14. Harrington, D. (2009). Confirmatory factor analysis. Oxford University Press.
  15. Hilary, S., Habib, H., Souka, U., Ibrahim, W., & Platat, C. (2017). Bioactivity of arid region honey: an in vitro study. BMC Complementary and Alternative Medicine, 17(1), 177. https://doi.org/10.1186/s12906-017-1664-9
  16. Huang, C. H. (2014). Relationships between Consumers' Nutritional Knowledge, Social Interaction, and Health-conscious Correlates toward Restaurants. Journal of International Management Studies, 9, 59-67.
  17. Katou, Y., Mori, T., & Ikawa, Y. (2005). Effect of age and gender on attitudes towards sweet foods among Japanese. Food Quality and Preference, 16 (2), 171-179. https://doi.org/10.1016/j.foodqual.2004.04.012
  18. Laran, J. (2010). Choosing your future: Temporal distance and the balance between selfcontrol and indulgence. Journal of Consumer Research, 36 (6), 1002-1015. https://doi.org/10.1086/648380
  19. Mai, R., & Hoffmann, S. (2015). How to combat the unhealthy= tasty intuition: The influencing role of health consciousness. Journal of Public Policy & Marketing, 34 (1), 63-83. https://doi.org/10.1509/jppm.14.006
  20. Norman, P., & Smith, L. (1995). The theory of planned behavior and exercise: An investigation into the role of prior behavior, behavioral intentions and attitude variability. European Journal of Social Psychology, 25 (4), 403-415. https://doi.org/10.1002/ejsp.2420250405
  21. O'Cass, A. (2004). Fashion clothing consumption: antecedents and consequences of fashion clothing involvement. European Journal of Marketing.
  22. Oh, M. S., Kim, D., & Lee, S. (2016). History, Current Status, and Discussion on the Future Vision of Apis cerana Beekeeping in Korea. Korean Journal of Apiculture.
  23. Raghunathan, R., Naylor, R. W., & Hoyer, W. D. (2006). The unhealthy = tasty intuition and its effects on taste inferences, enjoyment, and choice of food products. Journal of Marketing, 70 (4), 170-184. https://doi.org/10.1509/jmkg.70.4.170
  24. Smith, J. R., Terry, D. J., Manstead, A. S., Louis, W. R., Kotterman, D., & Wolfs, J. (2008). The attitude-behavior relationship in consumer conduct: The role of norms, past behavior, and self-identity. The Journal of Social Psychology, 148 (3), 311-334. https://doi.org/10.3200/SOCP.148.3.311-334
  25. United States Department of Agriculture (USDA), Agricultural Research Service (ARS), 2014, Honey Bees and Colony Collapse Disorder. http://www.usda.gov/.
  26. Uzdavinyte, E., Aubel, M., & Gineikiene, J. (2019). It is Domestic, it Must Be Healthy: How Health Consciousness and Consumer Ethnocentrism Shape Healthiness Perception and Purchase Intentions of Domestic Food. Organizations & Markets in Emerging Economies, 10 (2).
  27. Werts, Charles E., Linn, Robert L., and Joreskog, Karl G. (1974). Intraclass reliability estimates: Testing structural assumptions. Educational and Psychological Measurement, 34.1, 25-33. https://doi.org/10.1177/001316447403400104
  28. Wilcox, K., Vallen, B., Block, L., & Fitzsimons, G. J. (2009). Vicarious goal fulfillment: When the mere presence of a healthy option leads to an ironically indulgent decision. Journal of Consumer Research, 36 (3), 380-393. https://doi.org/10.1086/599219
  29. Choi, Y. S., Pichai, Kongpitak, Lee, M. Y., Hong, I. P., Woo, S. O., Ratna, Thapa (2013), "Rearing the Queen of Apis cerana for Resistance of Disease (Sacbrood Virus and American Foulbrood) in Thailand," Journal of Apiculture, Vol. 28 No. 5, pp. 291-296.
  30. Hahn, J. H., Kim, B. M. (2017), "Beekeeping Farmers' Perception on Growth of the Beekeeping Industry," Journal of Korea Regional Economics, Vol. 36, pp. 179-192.
  31. Jung, C. E. (2008), "Economic Value of Honeybee Pollination on Major Fruit and Vegetable Crops in Korea," Journal of Apiculture, Vol. 23 No. 2, pp. 147-152.
  32. Kim J. H., Lee B. I., Lee S. C. (2010), "An Income Analysis of Large Scale Honey Bee Farming Households," Korean Journal of Agricultural Science, Vol. 37 No.1, pp. 143-149. https://doi.org/10.7744/CNUJAS.2010.37.1.143
  33. Kim, J. H. (2016), "A Study on Segmentation and Marketing Strategies in the Honey Market," Korean Journal of Food Marketing Economics, Vol. 33 No. 1, pp. 105-128.
  34. Kim, M. Y. (2015), "Is SBV of Asian Honey Bees Really Unconquerable?", Conference Sourcebook of the Apicultural Society of Korea, pp.43-43.
  35. Kim, W. S., Choi, C. Y., Jang, M. K., Nah, J. W. (2011), "Antibacterial and Immune Activities of Mixture of Oligochitosan and Herbal Honey," Journal of Chitin and Chitosan, Vol. 16 No. 2, pp. 98-103.
  36. Lee, C. J., Hong, Y. H., Lee, M. L., Ryu, C. H., Kim, S. I. (2020), "Comparison of Temperature, Humidity and Weight Changes among Different Types of Hive for the Asiatic Honeybee (Apis cerana)," Journal of Apiculture, Vol. 35 No. 1, pp. 9-19. https://doi.org/10.17519/apiculture.2020.04.35.1.9
  37. Lee, J. M., Kim, Y. L., Kim, C. H., Woo, S. H. (2019), "Crisis and Implications of the Beekeeping Industry," Korea Rural Economic Institute, Agri-Policy Focus, pp. 1-27.
  38. Oh, M. S., Kim, D. R., Lee, S. H. (2016), "History, Current Status, and Discussion on the Future Vision of Apis cerana Beekeeping in Korea," Journal of Apiculture, Vol. 31 No. 2, pp. 165-172. https://doi.org/10.17519/apiculture.2016.06.31.2.165
  39. Shon, K. R., Kim, J. H., Chu, K. S., Lee, J. W. (2015), "Monitoring of Sacbrood Virus from Korean Native Honeybees in Jeonbuk Province, Korea," Korean Journal of Veterinary Service, Vol. 38 No. 1, pp. 57-59. https://doi.org/10.7853/kjvs.2015.38.1.57