식품 유통기한의 경제적 가치 (The Economic Value of the Sell-by-Date Mark on Food)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 18권 / 4호 / 31 ~ 50페이지
· 저자명 : 양성범, 양승룡

초록

본 연구는 대부분의 식품에 적용하고 있는 유통기한과 검토되고 있는 다양한 식품기한의 경제적가치를 비교함으로써, 새로운 식품기한 제도 도입의 경제적 효과를 분석한다. 이를 위해 삼각김밥,우유, 라면을 대상으로 가상가치평가법을 이용하여 잔존식품기한에 대한 소비자의 지불의사를 추정한다. 모든 대상 식품은 시간이 흐름에 따라 즉, 잔존식품기한이 줄어듦에 따라 지불의사가 감소하였으며, 유통기한 내의 구매하고자 하는 시점을 넘어선 식품에 대한 할인판매는 적절하다. 유통기한을 대신하여 품질유지기한, 소비기한의 적용은 소비자의 구매예정기간과 소비예정기간을 증가시킨다. 증가된 구매예정기간으로 인해 소비자후생과 생산자매출은 증가한다. 따라서 유통기한 내의 식품은 안전하다는 것을 바탕으로 유통기한 임박 시점까지 구매를 유도하거나 또는 새로운 식품기한을 도입하여잔존식품기한을 늘리는 방안을 모색해야 한다. 본 연구 결과를 통해 합리적이고 효율적인 식품기한표시 제도를 디자인하고 사회적 후생을 높이는 것이 가능하다.

영어초록

The quality of food deteriorates over time, eventually to the level that it cannot be consumed or distributed. In most countries, it is mandated to mark the expiration date on food labels for the sake of food safety. However, there are several different ways to label the expiration date.
Some countries use the sell-by-date mark by which the food can be sold, while others adapt the use-by-date mark which indicates the last day the food can be eaten or cooked. The way how they mark the expiration date is critically important to the consumers’ perception on food quality and shelf life of food. It can be a serious economic problem if the considerable amount of food is dumped into the garbage can simply because the expiration date is over, despite they are still edible. The Korean government mandates the food labeling system which includes the sell-by-date mark. This mandate should increase food safety and consumer satisfaction by reducing the chance of eating inedible foods. However, it is also true that the sell-by-date mark increases the food waste, which in turn increases the cost of food and the damage to the environment if it is inaccurately executed. A recent survey in Korea reported that 81% of consumers do not consume the overdue food no matter whether it is under a reasonable preservation condition. The disposal of the overdue food would result in a non-negligible economic loss. In 2010, the disposal cost is estimated to be about $600 million in Korea.
The objective of this study is to determine the economic value of the sell-by-date mark and compare it to those of alternative marking systems such as the use-by-date mark and other possible marks chosen by consumers. For that, we first build up the model of consumers’perception of food safety with respect to the expiration date. Then we estimate the consumer’s willingness to pay (WTP) using the contingent valuation method (CVM).
The sell-by-date mark is often set considering safety factor, 0.6 or 0.7 (Figure 1). It includes the possibilities that the food has not been reasonable treated in production or distribution.
However, it is almost not adapted in many countries. And many companies operate the food safety system like as the HACCP, cold chain system and so on. Therefore it is necessary to re-design the labeling system of the food expiration date.
Food period left ( ) is decreased over time () as shown on the left hand(Figure 2).
Consumer’s WTP is also decreased as food period left is shrunk. At the some point (  ),they do not purchase the food although there are not problems on the safety. The alternative marking system will increase the food period ( ) and then consumer’s surplus and total sales also increase.
The estimated results of the WTP for the food period left on 3 types of food (kimbab, milk,ramen) are presented in Figure 3.
The willingness to purchase for kimbab, milk, and ramen are about 11 hours, 4 days when the food period left is, and 6 week, respectively. It indicates that consumers tend to inaccurately perceive the sell-by-date, despite the foods are still edible. However, they have the willingness to purchase food over the point on sale.
We compare the willingness to purchase and consume of the sell-by-date to those of alternative marks such as the best-before-date or use-by-date (Figure 4).
The alternative marks of food period increase the willingness to purchase and consume for kimbab and milk. Especially the use-by-date mark most increase the willingness among other marks. In case of ramen, the alternatives also increase the willingness to purchase and consume.
The application of new food period will increase the consumer’s surplus (Table 1). We compare A which means the consumer’s surplus as-is to C which means the surplus increased.
According to alternative scenarios, C of A which means % of surplus increased is presented in parentheses.
Instead of the use-by-date, marking the best-before-date or the best-before-date with it on milk will increase about 200% and 120% of consumer’s surplus, respectively. Total sales will also increase about 81% and 53%, respectively due to the food period increased.
The results of this study can be used to design a rational and economical labeling system of the food expiration date for both food companies and the government.

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