• Korean Journal of Organic Agriculture
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• v.22 no.2
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• pp.219-228
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• 2014

Even though consumers' concern about food-safety certified or environment-friendly chicken meat becomes one of the main issues of food consumption in Korea, university students' interest about food-safety certified or environment-friendly chicken meat was not often discussed. We realized that the cafeteria of university is one of the largest consumption points for the chicken meat of university students, and tried to analyze university students' consumption of food-safety certified or environment-friendly chicken meat at the cafeterias of university. The object of this paper is to conduct survey analysis about the students' behavior for consumption of food-safety certified or environment-friendly chicken meat at the cafeterias of university and to measure WTP(Willingness-to-pay) for the food cooked with food-safety certified or environment-friendly chicken meat. The results present that most of students show higher preference of environment-friendly chicken meat than food-safety certified chicken meat, and that they can pay 1,329.9 Korean won for food cooked with environment-friendly chicken meat.

• Journal of the Korean Society of Food Culture
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• v.33 no.4
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• pp.299-306
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• 2018

Pork is a popular meat consumed in Korea. However, the consumption pattern has typically focused on preferred parts, like pork belly, which is usually broiled. This consumption pattern has increased both stocks of low fat parts and medical costs, and has thereby disturbed pork industry growth and the national health welfare. Changing the consumption patterns of preferred parts and encouraging consumption of low fat parts will improve consumers' quality of life and also increase their benefits. Thus, this study estimated WTP (Willingness To Pay) for health funds among consumers who eat pork meat, considering the health benefits gained by consuming low fat parts and changes in preferred part consumption. The results of this study show that WTP is higher when consumers have a smaller family and a higher income; these consumers plan to increase intake of pork meat in the future and think that the promotion of low fat pork meat consumption is more important. The WTP for health funds is estimated to be 49won to 287won through Logit Model. The health benefits of low fat consumption were estimated to be 92 billion won to 539 billion won per year. Therefore, reforming low fat pork consumption not only changes the traditional consumption pattern focused on preferred parts but also leads to a variety of benefits for consumers, including health benefits.

• Agribusiness and Information Management
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• v.12 no.2
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• pp.6-23
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• 2021

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.

• Korean Journal of Organic Agriculture
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• v.19 no.1
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• pp.3-21
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• 2011

This paper tried to find various ideas for the purpose of increasing the demand for domestic bean which is the main raw material of bean curd products. To accomplish this objective, purchasing behavior of the current consumers were surveyed and the consumer evaluation of the products were investigated. Using experiment conjoint analysis, consumers' marginal willingness to pay for several important attributes of the products were derived. Among the attributes analyzed, the origin of the material bean turned out to be the most important attributes of all.

• Human Ecology Research
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• v.60 no.3
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• pp.443-458
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• 2022

Generation MZ, a generic term for millennials and members of Generation Z, is an innovation-leading consumer group in the current market. This study aimed to examine the impact of the ethical consumption tendencies of millennials and Generation Z on the purchase intention of social enterprise fashion products. Data were collected from Generation MZ (15-40 years old) by quota sampling based on the demographic variables of gender, age, and region, respectively. Eight hundred responses were analyzed by descriptive statistics, factor analysis, t-test, and regressions using SPSS software. Three value factors (egoistic, altruistic, and biospheric) and three ethical consumption tendency factors (resource saving tendency, eco-friendly tendency, and consciousness of corporate responsibility) were determined by factor analyses. The results confirmed that women, who showed a higher ethical consumption tendency in all three factors, were more altruistic and biospheric than men. Furthermore, women portrayed a more favorable attitude and purchase intention towards fashion products of social enterprises. The results demonstrated that members of Generation Z were more altruistic and biospheric than millennials. Additionally, the attitude, purchase intention, and willingness to pay premium prices were higher in Generation Z members. It was confirmed that higher biospheric values correlated with greater values for the three ethical consumption tendency factors. The altruistic value affected both the resource saving tendency and eco-friendly trend, while the egoistic value had an effect on the resource saving tendency. Both attitude and purchase intention were positively influenced by all three of the ethical consumption tendency factors, and affected the willingness to pay premium prices. This was subsequently influenced by the resource saving tendency and consciousness of corporate responsibility. The results of this study contribute to understanding Generation MZ as a consumer group, and the establishment of marketing strategies for fashion companies.

• Korean Journal of Agricultural Science
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• v.51 no.3
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• pp.399-412
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• 2024

This study aimed to analyze consumers' behaviors and reactions to the use-by date labeling system and provide policy implications for its efficient implementation, by utilizing 213 consumers data conducted via an Internet survey using the Google online form. We refer "pure consumption date" as the period that have passed sell-by date yet have not passed use-by date. Consumers' willingness to accept (WTA) for pure consumption date food was surveyed, which means the discount ratio of pure consumption date food compared to the original price by sell-by date. Setting the expected effects of use-by date labeling system as five: food waste reduction (waste), food purchasing cost reduction (cost), and international standardization (standard), etc., Tobit regression result showed waste had the greatest (negative) impact on consumer's WTA, while cost and standard had positive impact on consumer's WTA. The logistic regression result revealed that consumers trying to reduce grocery costs have higher probability to purchase use-by date labeling food, and further expect higher WTA. Also consumers valuing the importance of environmental protection or food quality are more likely to purchase use-by date food. Conversely consumers valuing food safety importance tend to have negative impact on purchasing use-by date food, hence expect higher WTA. It is noteworthy that consumers valuing the importance of promoting the use-by date labeling system have significantly higher probability of purchasing use-by date food. Additionally, consumers' WTA averaged 54.3%, implying that consumers are willing to purchase use-by date food when it is discounted more than 54.3% from the original price, where women expect higher WTA, the aged over 60 expect higher WTA, furthermore single-parent households expect 21.3% higher than the average WTA. However, old-aged, unmarried women, higher educated and higher income groups were negative in purchasing use-by date food. These results suggest that customized sales policy and effective promotion strategies reflecting socio-demographic characteristics of consumers would be necessary to achieve effective implementation of the newly introduced system.

• Journal of Cadastre & Land InformatiX
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• v.48 no.1
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• pp.35-53
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• 2018

Recently, there is a growing interest in housing policy to prepare for the aging society. The purpose of this study is exploring the factors that explain housing consumption and adjustment of pre-retirees after retirement. 1,351 samples were collected from A bank and analyzed. There categories of housing consumption adjustment were considered including downsizing, maintain, and upsizing. Gender, educational level, housing size, housing type, asset size, and willingness to work after retirement were examined to see if they can explain the housing consumption adjustment of pre-retirees using orderd- probit model. The finding of this study is that housing size, asset size, and willingness to work after retirement statistically significantly explain the housing consumption adjustment. At specific, firstly, if the current size of the housing is relatively large, it is highly likely to downsize housing after retirement. Second, pre-retiree whose assets exceeded 1 billion won were more likely to scale up housing than assets of over 300 million to less than 500 million won. Lastly, unless there is absolutely no willingness to work after retirement, it is indicated that it intends to up-sizing consumption rather than down-sizing adjustment. The results of this study can provide useful information for the housing policy in order to prepare for the (post) aged society.

• The Journal of the Convergence on Culture Technology
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• v.5 no.2
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• pp.201-206
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• 2019

The study aims to explore ways to advance into the Indonesian market, focusing on hallyu contents such as Korean dramas, music and movies. To this end, we have empirically explored the reasons why local people in Indonesia like Korean wave contents, its consumption channels, its popularity factors for Korean wave contents and its effectiveness. According to the research, the reasons for the popularity of Korean wave contents were confirmed by the quality of the contents itself and the human appeal of the contents. And the consumption path was mainly through television, and the favorable impression of Korean wave contents was found to have a positive effect on the positive feeling toward Korea and the willingness to visit Korea.

• The Journal of Industrial Distribution & Business
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• v.9 no.7
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• pp.19-32
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• 2018

Purpose - This paper aims at exploring the effects of failure types such as failure in promotion orientation and failure in prevention orientation on consumers' consumption behavior, and the moderation role of lay theories in the effects. Research design, data, and methodology - This study employed 2 between-subject designs(failure in promotion orientation vs. failure in prevention orientation) and also 2 (failure in promotion orientation vs. failure in prevention orientation) with implicit self as the within-subject. Chinese consumers participated in the empirical study, and to verify the hypotheses ANOVA, T-test and regression analysis were used. Results - Consumers were more likely to choose adaptive consumption behavior rather than compensatory consumption behavior when they were encountered with failure in promotion orientation versus failure in prevention orientation. Lay theories did play the moderation role in the effect of failure types on consumption behavior. The incremental theorists who think that effort is an important way to accomplish their learning goals showed more willingness to conduct compensatory consumption behavior rather than adaptive consumption behavior. Conclusions - Marketers should put more attention on the ways by which their products can help consumers self-improve when consumers encounter with failure. They should also be aware of the importance of consumers' mindsets when designing and developing advertising messages.

• The Korean Journal of Food & Health Convergence
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• v.8 no.3
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• pp.1-9
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• 2022

Purpose-Meat plays an important role in the Chinese daily diet, however, due to the spread of COVID-19, food supply and safety have become a major concern. The safety and health features of chilled fresh meat have attracted the attention of consumers. To study consumers' purchasing behavior and willingness to pay for chilled meat under the influence of the epidemic. Research methodology- The data were obtained by questionnaire survey, major issues include consumers' meat consumption habits in the wake of the COVID-19 and their awareness of meat product quality labels. In addition, the gender, age, family income, and other basic personal information of the interviewees were also counted. Based on the binary Logit regression method, we study consumers' purchasing behavior and willingness to pay for chilled meat under different demographic characteristics. Results-The results showed that brand and quality certification are important factors influencing purchases. In addition, the presence of children under the age of 12 in the household and the level of income and education also influence consumers' purchase intention of the chilled fresh meat. However, mart promotions and city ratings can significantly lower consumers' propensity to buy the chilled fresh meat. Apart from this, such factors as gender, age, and living conditions have no significant influence on consumers' purchase of chilled fresh meat.