Korean Journal of Agricultural Science (Korean J. Agric. Sci.; KJOAS)
Indexed in KCI (Korea Citation Index), Open Access, Peer Reviewed.
pISSN 2466-2402
eISSN 2466-2410
Menu
Chang JB. Changing consumer beef consumption and perception. Korean Journal of Agricultural Science 50:99-112.
Korean Journal of Agricultural Science (Korean J. Agric. Sci.) 2023 March, Volume 50, Issue 1, pages 99-112. https://doi.org/10.7744/kjoas.20230006
Received on 26 January 2023, Revised on 17 January 2023, Accepted on 14 February 2023, Published on 30 March 2023.
Jae Bong Chang*
Department of Food Marketing and Safety, Konkuk University, Seoul 05029, Korea
*Corresponding author: jbchang@konkuk.ac.kr
Meat demand represents a significant share of Korean consumer food consumption and there has been evidence of strong demand growth for beef in recent years. Some demographic trends, socio-economic characteristics, and the recent COVID-19 pandemic directly impacted the demand of beef for a prolonged period. As such, the impacts of certain factors have changed motivating analyses for different time periods. Despite ample discussion on beef market differentiation, there is some evidence of decreasing differentiation. This article utilizes consumer tracking survey data for 2015, 2019, and 2021 by the Hanwoo Checkoff Board, Hanwoo Beef Demand Monitoring, which include two years of data before the COVID pandemic and one year of COVID-era data for key beef alternatives: Hanwoo beef, Holstein beef, U.S. beef, and Australian beef in the domestic market. The results indicate several beef demand determinants and factors influencing consumer demand for beef have changed. Findings from the multivariate probit model also show that significant correlations exist between beef alternatives and indicate that consumers’ purchasing decisions are made on a joint basis. This study increases the understanding of the demand in the Korean beef market and suggests there is a need to carry out a more detailed approach and obtain micro data capturing more realistic consumption behaviors.
Hanwoo beef, holstein beef, imported beef, multivariate probit model, purchasing decision
Chang JB, Kim MK. 2016. An analysis of the determinants of beef consumption and consumer preference using BWS. Journal of Rural Development 39:129-147. [in Korean]
Chang JB, Kim MK, Jeong KS. 2022. Factors affecting Hanwoo beef consumption: Not only what, but also how matters. Korean Journal of Agricultural Management and Policy 49:465-483. [in Korean]
Hwang EG, Bae MJ, Kim BK. 2010. Research on consumers purchasing characteristics and satisfaction for Hanwoo beef. Journal of Korean Society for Food Science and Nutrition 39:709-718. [in Korean]
KAPE (Korea Institute for Animal Products Quality Evaluation). 2022. 2021 animal products grading statistical yearbook. KAPE, Sejong, Korea. [in Korean]
Kim SY, Jeon S, Lee KI. 2014. An analysis of consumers’ preferences for quality-graded beef products. Journal of Rural Development 37:1-24. [in Korean]
MAFRA (Ministry of Agriculture, Food and Rural Affairs). 2022. 2022 agriculture, food and rural affairs main statistics. MAFRA, Sejong, Korea. [in Korean]
Na YJ, Kim MK, Chang JB. 2013. Analysis for consumers’ purchasing intension of imported beef. Korean Journal of Agricultural Management and Policy 40:195-222. [in Korean]
Woo BJ, Jeon SG, Kim HJ, Chae SH. 2009. A study on beef industry and development strategy. Korea Rural Economic Institute, Naju, Korea. [in Korean]
Yoo JH, Kim S, Yoo JY. 2018. Factors affecting consumers’ preferences for US beef. Korean Journal of Agricultural Science 45:905-916. [in Korean]
Jae Bong Chang, https://orcid.org/0000-0002-9335-219X
이 논문은 2022년도 하이랜드미래재단의 연구비 지원에 의한 것임.
No potential conflict of interest relevant to this article was reported.