한우산업 유통개선과 소비자 선호 변화

초록

This paper analyzes how consumer’s preference for Hanwoo beef is affected by the consumer’s response to the recent changes in beef marketing policies such as traceability and COOL (Country Of Origin Labeling), the consumer’s increasing concern with respect to the food safety and health issues, and the personal and family related social characteristics. To resolve the problem of ordered nature of consumer’s preference to Hanwoo beef, which is the dependent variable of the estimation model, the ordered logit regression method is employed. The results imply that consumer's positive attitude to the recent changes in beef marketing policies as well as the other concerns relevant to the food safety issues seem to make Korean consumer prefer the Hanwoo beef rather than the imported beef.

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