농산물 안전성 관리에 대한 지불의사분석

A Study of Willingness to Pay for Quality Control associated with Food Safety - Good Agricultural Practice

The purposes of this study were to find some influencing factors on consumer s willingness-to-pay related to food safety of agricultural produces and then to explain the relationship between consumer s willingness-to-pay and consumer preference on the system of the Good Agricultural Practice(GAP) and other influencing factors on the system. This study was focused into four categories such as fruits, fruit-vegetables, vegetables, medical crops because the Good Agricultural Practice has been applied into these produces as a preliminary phase. The data were collected by housewives living in the four large cities. The results of this study were as follows: first, the consumer s willingness-to-pay was measured from 1,568 to 1,961won compared to 1,000won and 61% of the respondents were likely to prefer the system to guarantee food safety. Second, the consumer s willingness-to-pay was likely to be influenced by food safety, information source, household income and recognition of the GAP mark, although some of the influencing factors were varied with the four different categories. And the consumer preference on the GAP was likely to influenced by willingness-to-pay, seoul residence and recognition of the GAP mark. Thus, to effectively enforce the consumer preference on the new system, consumer s willingness-to-pay and the effect of recognition of the mark must be considered with some other factors such as income, individual characteristics.