수출농산물 GAP인증의 소비자선호 유인 효과 :

(Effect of the GAP Certification on Taiwanese Consumers’ Preferences)

This study investigates the incentive effects of good agricultural practices(GAP) certification on Taiwanese consumers’ preferences. A choice experiment is designed for apple consumption in Taiwan. 456 Taiwanese consumers were surveyed and multinomial logit models were estimated. The results show that GAP certification is an important determinant of Taiwanese consumers’ preferences and therefore affects evaluation and choice for country of origin. The results also indicate that Korean GAP certification increases the probability that Taiwanese consumers choose Korean apples significantly. Therefore, to promote export of apple, GAP certification should be strengthened by the government. The results of this paper may provide useful information to promote export of agricultural products and to improve GAP system.