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

Changing consumer beef consumption and perception



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.

Changing consumer beef consumption and perception

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


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Author Information

Jae Bong Chang, https://orcid.org/0000-0002-9335-219X


이 논문은 2022년도 하이랜드미래재단의 연구비 지원에 의한 것임.

Conflicts of interest

No potential conflict of interest relevant to this article was reported.