Abstract
The purpose of this study was to identify the white milk attributes that university students consider important and measured the value of each property to enhance milk consumption. Respondents gave a positive sign for HACCP certification, functionality (calcium fortification) and sell by date, and a negative sign for price. As per the result on the study of the marginal price for each property, respondents were willingness to pay 346 won for 200ml for HACCP Certified milk, 75won for 200ml for calciumcontained milk, and 125won for 200ml for sell by date. To enhance the milk consumption of younger age groups including university students, it is important to ensure safety through HACCP certification, shelf life, and transparency of manufactured date, and expose the difference in milk taste and functions based on calcium content and sterilization to consumers frequently.
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