컨조인트 분석을 이용한 마늘 건강기능식품 선택속성의 상대적 중요도 분석

다국어 초록 (Multilingual Abstract)

The main aim of this study was to investigate consumer perception of garlic-based health functional foods after the garlic was recognized as a functional ingredient. Conjoint analysis was carried out to identify the relative importance of hypothetical garlic-based health functional food selection attributes for domestic consumers. Two to three attribute levels were selected for a total of five attributes, and each attribute was analyzed according to the conjoint analysis. The results showed that the relative importance of the selection attributes for hypothetical garlic-based health functional foods corresponded to the following order: product’s health claims, garlic odor level, garlic origin, and environment-friendly cultivation. The highest utility score for attribute combinations corresponded to fatigue alleviation, liquid product type, odorless garlic ingredient, domestic origin, and ordinary cultivated garlic. This study estimated the health effects and attributes that domestic consumers expect from eating garlic-based health functional foods, which differ from those of garlic-based health functional foods available on the current market.

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