스마트 팜 식재료에 대한 소비자 인식과 프리미엄 지불의사에 미치는 영향

Abstract

Recently, “smart farming” that combines ICT and agriculture has become an issue, and the food industry using smart farm ingredients has also emerged. Most of the smart farm studies have focused on producers’ intention to adopt technology, but consumer perception research is very insufficient. This study investigated smart farm food consumer perceptions with an experimental stimulus which was divided into food types (vegetable vs. meat) and manipulated with cultivation pictures (general vs. smart farm), pesticide-free labeling (presented vs. non-presented) and animal welfare labeling (presented vs. non-presented). As a result, for vegetables, general cultivated ingredients showed higher perceived naturalness (PN) and likability than smart farms. There was a moderating effect of pesticide-free labeling in the relationship between cultivation types (CT) and PN. Also, the same with animal welfare labeling. There was a moderating effect only for animal welfare labeling in the relationship between CT and likability. In the case of meat, there was a moderating effect of food technophobia in the relationship both between CT and PN in meat, and between CT and likability. Finally, for vegetables, both CT and likability had a positive effect on the willingness to pay a premium (WTP), and for meat, only likability had a positive effect on WTP. This study has the uniqueness of investigating consumers' perceptions of smart farm food ingredients that have been little researched, and it is meaningful to provide basic data to the restaurant industry for activating smart farms.