A Comparative Analysis of the Social Preference for Export of Livestock Products : Focusing on Heterogeneity

초록

Purpose : The main purpose of this study is to explain the relationship between beef grading preference and the characteristics of livestock products purchase, demographic characteristics, and to analyze the current existing problems in the Korean beef production and circulation system. Research design, data, methodology : This article researched the current Korean beef production and circulation system, and analyzed consumer consumption patterns and cognitive characteristics. This study uses data from the “Consumer Food Consumption Behavior Survey 2018” published by Korea Rural Economic Research Institute. Bivariate-Probit model was used to detect the endogeneity between variables, and the asymmetry of information. Results : Using bivariate probit models,the study found that consumers in general misperceive a high grade beef as being more safe, fresh, and nutritional than the mid or low grade beef. Conclusion : The current grading system cannot guide consumers’ beef purchase behavior correctly. As such, it will be helpful that when formulating the beef grading system, the relevant stakeholders involved should carefully convey the basic information about the beef grading system.

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