Journal of Rural Development
Effects of Consumer Characteristics and Perceptions on Processed Rice Product Purchases
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AuthorKim, Doowhee
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Publication Date2025.03.20
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Original
This study examines the persistent imbalance in rice supply and demand since the 2000s, which has led to price volatility and income instability for farmers, thereby threatening the sustainability of the rice industry. The research aims to identify factors influencing current purchases and future purchase intentions of processed rice products, providing a foundation for targeted consumption strategies to mitigate oversupply and stabilize the market. Using Tobit and logistic regression models, consumer data from 1,009 respondents, collected by the Korea Rural Economic Institute, were analyzed. Key findings show that demographic variables(age, income, marital status, education, family composition), dietary habits(weekly snack consumption), and consumer perceptions (gluten awareness, purchase considerations) significantly affect processed rice product purchases and future intentions. Weekly snack consumption and product variety emerged as positive drivers of consumption, suggesting that expanding snack product options could boost processed rice demand. This study offers insights into consumer segmentation and product-specific strategies, supporting policies for sustainable rice industry development.
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