실험경매법을 이용한 사과 맛 정보의 소비자가치 측정 －당도를 중심으로－

초록

This study estimates consumers’ value of apple taste information to confirm the possibility of pricing and distribution centered on taste rather than color. An experimental auction was designed to elicit willingness to pay(WTP) for apple taste information. 120 consumers were invited to participate in the experiment. The results show that WTPs of taste information are estimated to be 857∼1,214 Korean Won/0.75kg for bad color apple and 1,034∼1,505 Korean Won/0.75kg for good color apple. The estimation results of hierarchical linear model indicate that method of providing taste information, sugar content, color, age, married status, number of family members, and apple eating interval are important factors in explaining WTPs for apple taste information. The results of this study may contribute to the government’s agricultural marketing policy and also improving producer surplus.

키워드