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This study investigates the influence of fine dust concentrations on the consumption of fresh agrifood(fruits, vegetables, rice, meat). We particularly focus on choices of purchased items, purchasing places, and purchasing time to understand consumer purchasing behavior. Using a fixed-effects model based on daily exogenous variations in fine dust occurrence, the results indicate that an increase in fine dust concentrations led to a decrease in overall consumption of fresh agrifood and a reduction in daily expenditures by KRW 474 on average. As for purchased items, consumption of all fresh items was negatively influenced by fine dust concentration. As for purchasing places, consumption at all places was negatively influenced by fine dust concentration. As for purchasing times, minor effects of fine dust concentration on purchasing time were observed in small and medium-sized retail stores and online shopping, suggesting that consumers are more likely to change their purchasing behavior based on the decision to make a purchase, rather than altering the time of purchase. Given our results, policy efforts to stabilize consumer consumption of fresh agrifoods during fine dust occurrences are necessary. It appears that during periods of fine dust occurrence, adjustments in the supply of agrifoods with limited shelf life, such as fruits, vegetables, and meat, are needed. Fresh agrifood suppliers should engage in active promotional activities targeted at retail stores to stabilize consumption during times of fine dust occurrence, such as the winter and spring seasons. |
