Journal of Rural Development
Consumer Preferences and Market Potential for Low-Carbon Certified Hanwoo Beef
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AuthorChang, Jaebong
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Publication Date2026.03.21
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Original
This study analyzes consumer preferences and latent demand for the Low-Carbon Livestock Product Certification System in Korea. Using a choice experiment with 2,607 consumers and a Latent Class Logit Model (LCLM), we segment the market and estimate willingness to pay (WTP) and market share shifts. The market is identified by four segments: Price-Sensitive Import Seekers, Value-Oriented Meat Lovers, Common Quality Hanwoo Enthusiasts, and High-End Hanwoo Loyalists. WTP for low-carbon certification is highest among ‘Value-Oriented Meat Lovers’ and ‘Common Quality Hanwoo Enthusiasts’. Market simulations show that low-carbon Hanwoo triggers a major shift (55.39%) in the ‘Common Quality Hanwoo Enthusiasts’ segment, acting as a strong alternative to conventional Hanwoo. Moreover, for ‘Value-Oriented Meat Lovers,’ the certification shifts demand from imported beef to Hanwoo, expanding the domestic market’s reach. These results suggest that differentiated marketing strategies addressing preference heterogeneity are crucial for the successful integration of low-carbon livestock products.
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