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http://dx.doi.org/10.5536/KJPS.2020.47.4.247

The Consumption Patterns of Korean Native Chicken  

Park, Seoyoung (Department of Agricultural Economics & Rural Development, Seoul National University)
Kim, Nayeong (Department of Agricultural Economics & Rural Development, Seoul National University)
Choi, Suhyun (Department of Agricultural Economics & Rural Development, Seoul National University)
Moon, Junghoon (Research Institute of Agriculture and Life Sciences, Seoul National University)
Publication Information
Korean Journal of Poultry Science / v.47, no.4, 2020 , pp. 247-254 More about this Journal
Abstract
This study examined how consumer choices (i.e., selecting food safety certified products, health-related products, and familiar brands) affect the purchase of Korean native chicken (KNC) and the demographics that influence KNC purchases using secondary consumer panel data from the Rural Development Administration of Korea. The grocery purchase data from 654 Korean households between 2017 and 2019 were used; the propensity for food safety certified products was measured by the purchasing frequency of Good Agricultural Practice (GAP) and Hazard Analysis and Critical Control Point (HACCP) products, and the propensity for health-related products was measured by the purchasing frequency of home meal replacement (HMR) and hedonic products. The propensity to purchase familiar brands was measured using a questionnaire. Logistic regression was used to examine the determinants of the KNC purchase experience, and multiple linear regression was used to determine the factors that influenced the KNC purchase frequency. The results showed that unemployed women purchased more safety certified products, health-related products, familiar brands, and KNC. These findings suggest that targeting consumers with differential marketing strategies may help promote KNC consumption. This study identified factors that influence KNC purchases, which is important for understanding consumer behavior and revitalizing the market.
Keywords
Korean native chicken; consumer characteristics; consumer behavior;
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Times Cited By KSCI : 18  (Citation Analysis)
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