사과의 속성 가치 추정

(Estimating the Value of Attributes for Apple : Using Choice Experiments)

The objectives of this paper were to apply choice experiment methods to analysis of consumer preferences for apple and its policy implication. Focus group study and preliminary survey were conducted to specify the attributes of apple. They were size, sugar content, acerbity, safety, color and consumer price for improvements apple. Implicit prices of the attributive levels of apple had been calculated into consumer price per house. The results showed higher preferences in size level, sweet level, environment friendly cultivation methods, red color, and light red color of apples than baseline apple. The implicit prices are 497 won for middle-size, 197 won for big-size, 1,202 won for normal sweet, 2,739 won for very sweet, -184 won for normal acerbity, -1,501 won for very acerbity, 1,047 won for pesticide-free, 814 won for organic, 430 won for red color and 13 won for soft-red color compare to the baseline attribute level. This paper is expected to contribute to government’s agricultural policies and information related to practice of apple farming.