한국과 일본 소비자의 식품안전성에 대한 지불의사금액과 구매의도에 관한 연구

Under free trade circumstance, consumers’ concerns to food safety are highly raised. The paper estimates consumers’ willingness to pay for safety system of food products. It aims at providing decision-makers and marketers both the target market information and useful clues to understand consumers’ perception and choice behavior in food market. All the research results are analyzed from comparative experimental design between Korea and Japan. The major findings of this research can be summarized as follows; First, there are some significant statistical differences in the consumers' Willingness to Pay and price-quality perception by level of food safety. The group who had provided the food safety label had more increased in the highest acceptable price and the lowest acceptable price than the group who had not. Second, there are some significant statistical differences in the consumers’ acceptable price and price-quality by the level of prior knowledge. But, there are some insignificant statistical differences appeared in consumers’ acceptable price by the food safety level and prior knowledge of Japan.