산지축산으로 생산된 축산물 속성별 지불의사금액 추정

Estimating the Willingness to Pay for Livestock Product Attributes Produced at Mountainous Pasture: Focusing on the Beef

As the importance of animal welfare livestock grows in Korea, various kinds of government support programs for revitalizing ecological livestock industry are in effect. In particular, the promotion of livestock industry using mountainous pasture has been one of them. However, the biggest question is whether mountainous livestock is profitable, which is an important research topic that needs to be analyzed empirically. In this regard, we attempt to measure the value of livestock products produced at mountainous pasture, by estimating willingness to pay (WTP) for attributes of the beef sirloin using choice experiment (CE) method. The analysis result shows that consumers have greater WTP for the product when the grade of beef is higher, produced using mountainous pasture, and when it is from Hanwoo. What’s worth noticing is that WTP for the produced-using-mountainous-pasture attribute is estimated to be even larger than WTP for the grade and Hanwoo attribute. Such results serves as one of the evidences that producing beef at mountainous pasture might be a profitable business model if continuous efforts by both the private sector and the government to secure the economic viability of mountainous livestock are pursued.