소비자의 건강관심도가 원산지별 쇠고기 구매의향에 미치는 영향 분석

An analysis on the effect of Consumer`s health-concern on the future consumption intentions of origin-specific beefs

This study examines how consumer``s health concerns affects the future consumption intentions of US beef and Australian beef respectively, using the National Survey of Food Consumption Patterns in 2013 surveyed by Korea Rural Economic Institute(KREI). Measurements are obtained from the maximum likelihood estimation of a simultaneous bivariate ordered probit model, in order to resolving the endogeneity of consumer``s health concerns used as an explanatory variable in the model. The empirical evidence suggests higher health concerns increase Australian beef consumption intention, but decrease US beef consumption intention, implying that health concerns play important roles in origin decision of beef. The results also demonstrate that the more price-conscious consumers are more inclined to purchase imported beef, especially US beef. Accordingly, Korean native beef(Hanwoo) is needed to ensure the price competitiveness through cost efficiency as well as quality competitiveness.