인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
개인구독
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지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록·키워드
This study explores consumer preferences for functional labeling in general processed food products, focusing on soft tofu, through a discrete choice experiment (DCE). An online survey of 2,000 participants was conducted, and data were analyzed using conditional and mixed logit models. The analysis results revealed that consumers were willing to pay an additional KRW 1,577 to KRW 1,781 for functional claims of soft tofu products.
Furthermore, the distribution of marginal willingness to pay (mWTP) was compared across groups defined by awareness, attitudes toward functional claims, and socioeconomic characteristics. The results demonstrated preference heterogeneity. Consumers with higher awareness, prior purchase experience, and stronger purchase intentions exhibited broader mWTP distributions, skewed toward higher values. Additionally, those who perceived functional claims as more reliable and useful were more likely to have higher mWTP.
Age differences are likely to have an impact on mWTP, whereas income, gender, and education level are not expeceted to make a difference. WTP values are demonstrably higher among older consumer segments (50-60years) than among younger segments (20-40 years). These findings underscore the importance of accounting for consumer heterogeneity in functional food marketing and provide implications for targeted marketing and market segmentation strategies in the food distribution sector.
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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