According to the survey results, since the implementation of the act, while treating clients to a meal has declined, the frequency of meals with family has increased, with at-home consumption of fruit, nuts, meat, and convenience food growing somewhat. According to the result of analyzing public opinions through social media big data, positive sentiment was stronger than negative sentiment in connection with the enforcement of the law. Negative sentiment was relatively strong right after the implementation of the act and at holidays. Economic and legal factors have positive effects on negative remarks on the law. In particular, economic factors were analyzed to have bigger effects. This has a meaning similar to the result of the survey on office workers and consumer households.

Response Direction on the Agri-food Sector and its Policy Tasks
Since the anti-graft act took effect, agri-food consumption has shown the following trends. First, with demand for gifts and meals for clients decreasing due to the enforcement of the law, demand for agri-food has declined. Second, as everyday personal consumption of agri-food has become important instead of gifts or meals for clients, agri-food consumption has diversified (everyday consumption pursues convenience agri-food; personal consumption demands the diversity of agri-food). Third, agri-food consumption has come to depend on cost-effectiveness(reasonable prices and the quality suitable for personal taste).
In the agri-food sector, a policy paradigm shift is required not only to respond to the short-term decrease in consumption due to the implementation of the anti-graft act, but also to actively respond to medium- and long-term changes in consumption trends. A shift is needed from a uniform orientation towards high quality in the past to differentiation of products and services and customized supply.
To relieve agri-food consumption decrease in the short term, it is necessary to seek macroeconomic demand measures including issuing coupons for purchasing agri-food, in connection with the social agenda such as promoting childbirth, and to develop and diffuse simple gifts or economical menus. To fundamentally respond to changes in agri-food consumption trends, the following medium- and long-term strategies are needed: 1) differentiation of products and services suitable for the region or situation; 2) supply of products and services customized to age groups, gender, and family composition; and 3) provision of information on the trends in consumption and markets by product and sector.
Major policy tasks by product and sector are as follows.
- Korean beef: Strategies for increasing demand are important, including "promoting Korean beef for export" and "supporting school meals." Given urgency and feasibility as well as importance, efficient marketing strategies are necessary, including "supporting and certifying direct sales stores" and "boosting transactions of cuts of meat."
- Fruit: In terms of importance and urgency, it is needed to "expand a school meal and refreshment project" and "establish a system for dispersing shipment concentrated on holidays and stably supplying fruits."
- Flowering plants: "Expanding programs for promoting consumption" and "increasing sales channels" are important, urgent, and feasible.
- Ginseng: "Support for expanding export" and "campaigns and marketing for boosting consumption" are important, urgent, and feasible.
- The food service industry: It is important and urgent to "develop customized menus," "build a supply system of community-based food ingredients," and “secure consumer trust and safety.”


Researchers: Lee Yongsun, Min Kyungtaek, Park Seongjin, Lee Hyungwoo, Park Hanul, and Byun Seungyeon
Research period: 2016. 11.~2017. 5.
E-mail address: yslee@krei.re.kr