선택형 컨조인트분석에 의한 쇠고기의 안전성평가

A Study on the Evaluation of Beef Safety: A Choice-Based Conjoint Analysis

Beef safety has been on increasing as a serious issue in Korea. The risk analysis of beef industry with respect to risk assessment, risk management, and risk communication has been given a considerable attention in the problem faced by consumers perception. Although few have attempted to address the evaluation of risk management on beef industry in Korea, this paper will study the consumer s habit on the beef consumption. And then, it will explore to economic evaluation considering beef safety. At least 192 people were asked to participate in the survey in which 7 product attributes and 2~4 attribute levels of beef were considered. The respondents represented 4 regions(Seoul, Gyeonggi, Incheon, and Kangwon), the central-north area in Korea. Also, a choice-based conjoint analysis was used for evaluating consumer response to beef attributes. The marginal willingness-to-pay of Korean consumers was very big on the BSE attribute as compared with rBST and Traceability attributes.