소비자는 업사이클링 식품을 선호하는가?: 긍정적 프레이밍 효과와 사회적 경쟁 프레이밍 효과를 중심으로

• 영문명: Do Consumers Prefer Upcycling Food?: Effects of Positive Framing and Social Competition Framing
• 발행기관: 한국농식품정책학회
• 저자명: 이은학(Eun Hak Lee) 조용인(Yong In Cho) 박현성(Hyun Sung Park) 남관우(Gwan Woo Nam) 김영준(Youngjune Kim) 이지용(Ji Yong Lee)
• 간행물 정보: 『농업경영.정책연구』50권 4호, 619~644쪽, 전체 26쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2023.12.31

국문 초록

The global contribution of the food system to greenhouse gas emissions ranges from approximately 21% to 37%. Within this, food loss and waste account for about 8% of greenhouse gas emissions. Currently, upcycling food has emerged as a potential solution to mitigate greenhouse gas emissions. However, research on consumer preference for upcycling food has not been conducted even though identifying consumer preference is important to identify market feasibility of this product. This study aims to estimate consumer willingness to pay (WTP) for upcycling food to assess its market potential. This study also investigates whether positive framing and social competition framing can increase consumer valuation for upcycling food. Furthermore, to confirm the result robustness of the study, we use both contingent valuation (CV) method and inferred valuation (IV) method to estimate consumer willingness to pay for upcycling food. The results show that consumers are willing to pay for additional 5% premium for upcycling food. Both positive framing and social competition framing have positive effects on consumer willingness to pay for upcycling food. We also confirm theory prediction by checking higher premium from CV method compared to the premium from IV method. Based on the results, we provide market implications for upcycling food.

목차

Ⅰ. 서 론

Ⅱ. 선행연구 검토

Ⅲ. 분석 방법

Ⅳ. 분석 자료

Ⅴ. 분석 결과

Ⅵ. 결 론

참고문헌

키워드

Food Upcycling Willingness to Pay Positive Framing Effect Social Competition Framing Effect Inferred Valuation Method