ScholarWorks@경상국립대학교

초록

This study aims to compare and analyze the effects of brand and certification systems(Traditional Food Quality Certification, Korean Food Master, and Hazard Analysis and Critical Control Points(HACCP)) on consumer preferences and willingness to pay(WTP) in the Korean Kimchi market. Using stated preference data collected from a discrete choice experiment(DCE), a random parameter logit(RPL) model is estimated, and the results show that all brand and certification attributes, except the Dongwon Yangban brand, significantly increase consumer utility. In particular, the marginal willingness to pay for Traditional Food Quality Certification is 7,302 KRW, ranking after Jongga(11,535 KRW) and CJ Bibigo(8,165 KRW). This finding suggests that the certification itself functions as a strong trust signal, comparable to leading brands. In addition to the report of average estimates, the study analyzed the distribution of individual WTP, which allows for an in-depth examination of preference heterogeneity. The analysis reveals diverse distributional patterns－such as concentration within specific price ranges and bimodal(two-peaked) distributions－highlighting the pronounced heterogeneity in consumer preferences.

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