공정무역 커피의 가치평가 결정요인과 지불의사금액의 추정
Determinants of Valuation and Estimation of Willingness to Pay for Fair Trade Coffee
이데레사(세종대학교 일반대학원 호텔관광경영학과); 이희찬(세종대학교)
15권 2호, 141~150쪽
초록
The purpose of study is to analyze the determinants of economic value estimation and valuation of Fair Trade Coffee in Korea. As an analytical method, Double Bounded Dichotomous Choice(DBDC) of Contingent Valuation Method (CVM) was applied using 521 samples from Seoul and metropolitan area. As a result of estimating respondents payment amount by the Willingness to Pay(WTP) truncated mean, consumers are willingness to pay(WTP) an additional 3,024 KRW for Fair Trade Coffee. The determinants that affect willingness to pay are the value-oriented propensity to consume, the individuality-oriented propensity to consume, the Involvement, and the Level of Knowledge. That is they are consumers who are willing to pay more if the quality of products is recognized, or if the products are differentiated. On the other hand, social-economical attributes do not have effect on willing to pay.
Abstract
The purpose of study is to analyze the determinants of economic value estimation and valuation of Fair Trade Coffee in Korea. As an analytical method, Double Bounded Dichotomous Choice(DBDC) of Contingent Valuation Method (CVM) was applied using 521 samples from Seoul and metropolitan area. As a result of estimating respondents payment amount by the Willingness to Pay(WTP) truncated mean, consumers are willingness to pay(WTP) an additional 3,024 KRW for Fair Trade Coffee. The determinants that affect willingness to pay are the value-oriented propensity to consume, the individuality-oriented propensity to consume, the Involvement, and the Level of Knowledge. That is they are consumers who are willing to pay more if the quality of products is recognized, or if the products are differentiated. On the other hand, social-economical attributes do not have effect on willing to pay.
- 발행기관:
- 한국외식산업학회
- 분류:
- 관광학