일반식품 기능성 표시에 대한 소비자 인식과 태도, 그리고 선호: 연두부 선택실험

Abstract

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.