쇠고기 이력추적시스템의 속성별 지불의사금액 측정

Measuring the Willingness to Pay for Traceability System Attributes of Beef

This paper estimates consumers willingness to pay for traceability system attributes of beef. A choice experiment designed to elicit marginal willingness to pay for traceability system attributes (quantity of information, with or without information certification, method of information delivery, price) was conducted. The results show that the estimates of marginal willingness to pay are 1,943.65 won/kg for quantity of information, 12,050.13 won/kg for information certification, and 22.29 won/kg for method of information delivery. These results suggest that the estimated marginal willingness to pay for information certification is meaningful and the information certification system for traceability has to be established. The results of this paper could contribute to developing the traceability system.