Korean Consumers’ Preferences and Willingness to Pay for Domestic versus U.S. and Australian Beef with Alternative Attributes

Wendy J. Umberger and Chris R. Calkins

No 6172, 2008 Annual Meeting, July 27-29, 2008, Orlando, Florida from American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association)

Abstract: In 2007, consumer focus groups and online surveys using choice sets were conducted to examine South Korean’s perceptions of and willingness-to-pay for Australian, U.S. and domestic beef. Consumers indicated higher positive perceptions of Australian beef than of U.S. beef, particularly in the area of environmentally friendly, cleanliness, standards and credibility; and thus Korean consumers discount Australian beef less than U.S. beef relative to domestic beef. The U.S. industry could improve perceptions and their country-image by providing Korean consumers with promotional material pointing out that U.S. beef production systems are comparable to competitors’ in terms of “environmental-friendliness” and other quality attributes.

Keywords: Demand and Price Analysis; Food Consumption/Nutrition/Food Safety (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-dcm
Date: Written
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