Determinants of Imported Beef Consumption: Country-of-Origin Labeling, Safety Perceptions, and Taste-Seeking

다국어 초록 (Multilingual Abstract)

Purpose – This study explores the determinants influencing consumers’ intentions to consume imported beef, with a specific focus on the effects of country-of-origin labeling (COOL), perceptions of beef safety, taste-seeking behavior, and demographic factors. It aims to provide insights into consumer behavior to guide policy decisions, support domestic producers, and inform international trade strategies.
Design/Methodology – Utilizing data from the Food Consumption Behavior Survey conducted by the Korea Rural Economic Institute, this study examines the responses of 3,321 households using ordinal logistic regression.
Findings – The results indicate that higher COOL checking tendencies are positively associated with the intention to consume imported beef. Perceptions of imported beef safety positively influence intention, while taste-seeking behavior negatively affects it. Older individuals and those with less purchasing experience for imported beef are less likely to express their intention to consume it. Further analysis comparing intentions regarding beef from the USA and Australia reveals differences in the impact of COOL awareness, checking tendency, and age, emphasizing the importance of country-specific factors in understanding consumer behavior.
Originality/value – This study contributes to the literature by clarifying the complex interplay of regulatory, sensory, and demographic factors that influence consumer preferences for imported foods. These findings emphasize the importance of transparent labeling and highlight the impact of sensory attributes and safety perceptions on consumer behavior. These insights are critical for stakeholders across the food supply chain, including policymakers, marketers, and international trade analysts, who aim to better understand and cater to consumer preferences in a globally interconnected market.