이산선택실험법을 활용한 소고기 대체육 선호도 분석

This study aims to ascertain consumers' preferences and marginal willingness to pay for alternative meat using the discrete choice experiment method. The data were collected from 1,602 consumers aged 19 years or older from February 27th to March 2nd, 2023 through online. The estimation method used was the random utility model, and the analysis results are as follows. Firstly, beef appeared in order with the highest preference, followed by plant-based alternatives, cultured meat, and insect meat. Secondly, consumers' price responsiveness was less sensitive for plant－based alternatives compared to beef. Thirdly, the utility of alternative meats varied with demographic influences. Based on the results of this study, it was recognized that marketing strategies prioritizing consumer value over price are necessary, and there is a need for the development of various types of alternative meats.