부산대학교 도서관

The purposes of this study were to discuss why consumer valuation of food safety should be introduced and to review what kinds of theoretical approaches and analytical methods would be effective to estimate consumer value of food safety. Since consumers might perceive risk associated with food safety, the expected utility model introducing risk perception into the model was discussed. In addition, this study explained pre-valuation for reducing degree of perceived risk, the model of self-protection action and the value of information as an important factor for explaining risk perception and self-protection action. Furthermore, analytical models to support the expected utility model were discussed: 1) willingness-to-pay method which could explain consumer demand effectively related with consumer preference considering risks perception (contingent valuation, experimental auction, hedonic method and conjoint method): 2) cost-of-illness method which could estimate the value of food safety through measuring cost for food-related illnesses: 3) finally, discrete choice model which could forecast consumer decision-making behavior and derive consumer welfare with confronting decision-making problems and choosing one of discrete choices associated with risk. Thus, this study intended to provide basic information for further studies with discussing valuation method to explain consumer perception of food safety. Especially, this study might be useful for consumer-related research organization, R & D in the food industry and government which would need effective analytical tools for raising the level of food safety and establishing desirable food policies through investigating consumer preference.