Agribusiness and Information Management

  • 제12권2호
  • /
  • Pages.6-23
  • /
  • 2021
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  • 2234-3075(pISSN)
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  • 2288-7806(eISSN)
한국농식품정보과학회 (Korean Society of Food and Agricultural Information Science)
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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)
  • 투고 : 2020.12.08
  • 심사 : 2021.01.25
  • 발행 : 2021.02.28
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초록

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.

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과제정보

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).

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