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http://dx.doi.org/10.11625/KJOA.2021.29.3.359

Decisional Factor of China Consumers' Willingness to Pay for Korean Shine Muscat: Evidence from Beijing and Shanghai Consumers  

Seok, Jun-Ho (전북대학교 무역학과)
Park, Mi-Sung (한국농촌경제연구원)
Lim, Seung-Ju (한국농촌경제연구원)
Kim, Kyung-Phil (한국농촌경제연구원)
Publication Information
Korean Journal of Organic Agriculture / v.29, no.3, 2021 , pp. 359-384 More about this Journal
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.
Keywords
chinese consumer; export; shine muscat; willingness to pay;
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