혼합고춧가루 유통 금지에 따른 외식업체의 고춧가루 선택요인 분석

An Analysis of Change in Purchasing Behavior of Red Pepper Powder Due to the Ban on Mixed Red Pepper Powder

In the present study, factors that would affect food service enterprises’ selection of red pepper powder in cases where the distribution and sales of the mixture of homemade and imported red pepper powders, which are currently generalized, are prohibited were analyzed using a multinomial logit model. The results of the analysis indicated that if the distribution of mixed red pepper powder is prohibited, the probability of purchasing imported red pepper powder will increase, and, in particular, the probability of using imported red pepper powder will be relatively high among noodle restaurants and flour-based food restaurants. Smaller enterprises showed higher probabilities to purchase both homemade and imported red pepper powders and mix them before use, while enterprises that regard quality as the most important showed high probabilities to purchase only homemade red pepper powder. On the contrary, it was shown that the higher the reliability of the mixed red pepper powder currently distributed on the market, the higher the probability of purchasing imported red pepper powder. That is, if the distribution of mixed red pepper powder were prohibited, the probability for the demand for homemade red pepper powder to remain unchanged or decrease, depending on the business type of food service enterprises, would be high, indicating that only prohibiting the distribution of mixed red pepper powder should have limitations in expanding the consumption of homemade red pepper powder.