Korean Journal of Agricultural Science ISSN:2466-2402(Print) 2466-2410(Online) 농업과학연구

Food products are goods whose quality can only be identified after purchase, which gives them the characteristic of information asymmetry. This makes it difficult for consumers to purchase what they exactly want. Accordingly, food producers attempt to reduce this asymmetry by providing information on product quality or attributes. However, a problem arises in that consumers cannot fully trust information that is disclosed at the discretion of producers. The Korean government has introduced food labeling certification systems to enhance the credibility of information provided to consumers. While these systems offer diverse information on food quality, safety, and differentiated attributes, they have been criticized for insufficiently reflecting consumer needs. Moreover, the government administers certification from a supplier-oriented perspective, similar to producers, thereby failing to deliver the information most relevant to consumers. The purpose of this study is to analyze consumer perceptions of food labeling certification and to derive implications for improving the system. Specifically, it examines the results of a consumer survey and explores possible improvements to the food labeling certification system through importance-performance analysis (IPA). The analysis yielded the following implications. First, Korean consumers demonstrate relatively high awareness and utilization of food labeling certification. Second, consumers expressed positive attitudes toward the introduction of privately-led food certification labeling systems, suggesting the need to integrate existing certifications and to incorporate new information such as producers’ fulfillment of social values. Third, while policies on food labeling certification are generally appropriate, improvements are required in detailed standards, promotional strategies, and the credibility of the institutions responsible for managing the system.