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http://dx.doi.org/10.14771/AIM.12.2.1

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)
Publication Information
Agribusiness and Information Management / v.12, no.2, 2021 , pp. 6-23 More about this Journal
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
Native honey; health consciousness; knowledge; experience; unhealthy = tasty intuition (UTI); willingness to pay; purchasing behavior;
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Times Cited By KSCI : 1  (Citation Analysis)
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