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소비자들은 방사선조사 육류를 선호하는가?:부정적 가치의 중요성Are Consumers Really Prefer Irradiated Meat? :Importance of Negative Value

Other Titles
Are Consumers Really Prefer Irradiated Meat? :Importance of Negative Value
Authors
이지용한두봉
Issue Date
2018
Publisher
한국식품유통학회
Keywords
Food Irradiation; Negative Value; Contingent Valuation; Experimental Auction
Citation
식품유통연구, v.35, no.2, pp.49 - 68
Indexed
KCI
Journal Title
식품유통연구
Volume
35
Number
2
Start Page
49
End Page
68
URI
https://scholar.korea.ac.kr/handle/2021.sw.korea/79632
ISSN
1598-9925
Abstract
This study revisits consumers’ value of the food irradiation technology with consideration of negative opinions about the irradiation technology and examines whether accounting for the implications of negative opinions for the technology better explains current market behavior. We allow negative valuations for the food irradiation in both the contingent valuation survey and experimental auction, and elicit consumers’ relative values of food irradiation. The result show that consumers have negative preference for the food irradiation technology, which is stark contrast to the previous finding. We also confirm that negative information has a greater impact on consumer value than positive information. We also find that the valuation methods with real economic commitment significantly reduce hypothetical bias. Our results suggest that considering simultaneous positive and negative values in valuation methods would moderate the divergence in results from valuation studies and the real market.
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College of Life Sciences and Biotechnology > Department of Food and Resource Economics > 1. Journal Articles

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생명과학대학 (식품자원경제학과)
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