A Study on the Risk Perception and Quality Evaluation of Beef Consumers
2011
Yoon, Y.Y., The Catholic University of Korea, Seoul, Republic of Korea | Kim, K.J., The Catholic University of Korea, Seoul, Republic of Korea
The purpose of this study was to compare how the country of origin (COO) of beef made differences the level of risk perception and the quality evaluation of beef. Consumers' risk perception on beef was measured by the physical risk, trading risk, functional risk and consumers' quality evaluation of beef was measured by absolute quality and price-relative quality. Data for this study were collected by online survey from April 16 to 19, 2010. Five hundred married women who were over 20 years old answered a structured questionnaires. Focus Group Interview and Online analysis method were used to compensate the quantitative survey result. Statistical techniques used to analyze data were descriptive statistics, ANOVA, t-test, and regression. Results showed that the level of risk perception on beef was so high in general, and hence it influenced quality evaluation on beef. The difference of risk perception level was statistically significant by COO. Married women consumers perceived relatively safer domestic beef than foreign beef. Specifically imported American beef was perceived as the most risky one while imported Australian beef and domestic dairy cattle beef (Yokwoo) were perceived as somewhat risky one at a similar level by respondents. Based on this result, it was suggested that the policy should be developed to eliminate the risk perception of Korean beef consumers. The strategy to increase competitiveness of domestic beef, Hanwoo and Yukwoo was also proposed.
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