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(Consumer Attitudes and Purchase Intentions toward Horse Meat)

This study is to identify attitudes and purchase intentions of consumers for horse meat in korea. To do this, we focus on what factors determine the consumer’s attitude, and apply the theory of planned behavior (TPB) to analyze consumer purchase intentions. As a result, among food choice motives, health, mood, natural content, environmental protection and political values toward foods have weak correlation with consumer attitudes toward horse meat. Neophobia and General knowledge of horse meat are related to consumer attitudes, but subjective norm and perceived behavioral control are found to do not influence on purchase intentions. Overall, consumers have slightly positive attitudes to horse meat, while they show somewhat negative purchase intentions to horse meat