Willingness to Pay for Government-Certified Agri-Products in South Korea

Lin, Yu-Hsuan and Kim, KyungJa (2017): Willingness to Pay for Government-Certified Agri-Products in South Korea. Published in: 소비문화연구 (Journal of Consumption Culture) , Vol. 4, No. 20 (December 2017): pp. 139-160.

Abstract

This study investigated the value that government-issued certification labels adds to agricultural products. Using a face-to-face questionnaire administered in the Greater Seoul area, it assessed consumers’willingness to pay for government certification labels on four types of agri-products. Our results indicated that the premium for goods with these labels ranged from 7 to 32 per cent above the prices of non-certified products of the same types, while organic certificates for meat products earned higher willingness-to-pay scores than other certificate types. This clearly indicates the importance of such certification schemes to South Korean consumers.

본 연구에서는 다양한 정부인증마크가 부착된 농축산물에 대한 소비자 지불의도를 파악하고자 하였다. 이를 위해 수도권 지역 주부 소비자 306 명을 설문지를 이용한 대면면접 방식으로 조사하였다. 조사대상 농축산물은 곡류(쌀), 과일(사과), 채소(배추), 축산물(쇠고기)를 선정하고 인증마크가 없는 농축산물의 기준가격을 제시한 다음 유기농 마크와 우수농산물마크(GAP), 지리적 표시(GIS) 생산자이력추적 표시(APTMS)가 부착된 농축산물에 대한 추가지불의도(WTP)를 각각 측정하였다. 조사결과 인증마크가 부착된 농축산물에 대한 추가지불의도는 인증마크 미부착 농축산물에 비해 7~32% 높게 나타났다. 인증마크별로는 유기농 인증에 대한 지불의사가 가장 높았고 품목별로는 축산물에 대한 지불의사가 가장 높았다. 인증마크와 품목별 지불의사에 영향을 미치는 요소들도 또한 분석하였다.

• Item Type: MPRA Paper
• Language: English
• Keywords: certification system, Korean agri-product market, Willingness to pay, contingent valuation method (CVM)
• Subjects: C - Mathematical and Quantitative Methods > C8 - Data Collection and Data Estimation Methodology ; Computer Programs > C83 - Survey Methods ; Sampling Methods; D - Microeconomics > D1 - Household Behavior and Family Economics > D12 - Consumer Economics: Empirical Analysis; Q - Agricultural and Natural Resource Economics ; Environmental and Ecological Economics > Q1 - Agriculture > Q13 - Agricultural Markets and Marketing ; Cooperatives ; Agribusiness

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