선택실험법을 이용한 대중국 수출용 쌀 유기인증의 가치추정－중국 서북권역 중심으로－ (Economic Value Estimation of Organic Rice Certification for Export to China using Choice Experimental Method －Focusing on Northwestern China－)

서지정보

· 발행기관 : 한국식품유통학회
· 수록지 정보 : 식품유통연구 / 34권 / 4호 / 103 ~ 124페이지
· 저자명 : 유창환, 김태균, 이병서

초록

The objectives of this study are to analyze the preference of Korean rice by attribute in northwestern China consumers(Xian) by the Choice Experiment(CE) method, to identify factors that can induce the consumers to select the Korean rice, and to suggest plan for maximizing the effect of export strategy.
For the purpose, of this study, We conducted consumer surveys of 701 northwestern Chinese consumers. When comparing rice from korea, China and japan, there was a statistically significant difference in the level of organic certification in the coefficient of price. However, there was no significant difference in the country of origin and the type of packaging. These results suggest that rice consumers in the northwestern region of China consider safety and price as important factors rather then their origin and type of packaging. As a result of the analysis of additional Willingness To Pay(WTP) amount based on the certification level using the conditional logit model estimation coefficient, 51 yuan/2kg was the additional WTP with the Chinese rice certified as organic. The additional WTP with the Korean(Japanese) rice certified as organic 42 yuan/2kg(45 yuan/2kg), respectively. Furthermore, the additional WTP is 64 yuan/2kg in the case the Korean rice is certified as organic by Korea and China. In the case the Japanese rice is certified by Japan and China, the additional WTP is 67 yuan/2kg.
It is considered that the organic certification of the Chinese is the most important compared to that of two others, since the additional WTP of the Chinese organic certification is higher. In addition, when Korean organic certification is added to Chinese organic certification, consumers' satisfaction of the double certification is higher than that of the single. However, the purchase intention decreases as the price increases, since the price coefficient is negative(－).
As Chinese consumers regard food safety as important, it is necessary to meet their demand for safety through obtaining various certificates. Export maximization deserves much consideration by developing high-value rice products(rice processed products, functional rice, etc).

영어초록

The objectives of this study are to analyze the preference of Korean rice by attribute in northwestern China consumers(Xian) by the Choice Experiment(CE) method, to identify factors that can induce the consumers to select the Korean rice, and to suggest plan for maximizing the effect of export strategy.
For the purpose, of this study, We conducted consumer surveys of 701 northwestern Chinese consumers. When comparing rice from korea, China and japan, there was a statistically significant difference in the level of organic certification in the coefficient of price. However, there was no significant difference in the country of origin and the type of packaging. These results suggest that rice consumers in the northwestern region of China consider safety and price as important factors rather then their origin and type of packaging. As a result of the analysis of additional Willingness To Pay(WTP) amount based on the certification level using the conditional logit model estimation coefficient, 51 yuan/2kg was the additional WTP with the Chinese rice certified as organic. The additional WTP with the Korean(Japanese) rice certified as organic 42 yuan/2kg(45 yuan/2kg), respectively. Furthermore, the additional WTP is 64 yuan/2kg in the case the Korean rice is certified as organic by Korea and China. In the case the Japanese rice is certified by Japan and China, the additional WTP is 67 yuan/2kg.
It is considered that the organic certification of the Chinese is the most important compared to that of two others, since the additional WTP of the Chinese organic certification is higher. In addition, when Korean organic certification is added to Chinese organic certification, consumers' satisfaction of the double certification is higher than that of the single. However, the purchase intention decreases as the price increases, since the price coefficient is negative(－).
As Chinese consumers regard food safety as important, it is necessary to meet their demand for safety through obtaining various certificates. Export maximization deserves much consideration by developing high-value rice products(rice processed products, functional rice, etc).

참고자료

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