Abstract
This study examined a survey data set of 840 observations from 105 beef merchandisers in South Korea, regarding their perceptions toward food safety-enhancing treatments on imported chilled beef products. Estimation of a multinomial logit model (MNL) indicated that price and meat color attributes are important in determining Korean beef buyers` purchase choice. The study results showed that the Korean beef buyers are willing to pay a premium (10 %) for bio-preservatives packaging, while they are reluctant to accept steam pasteurization technology. The Korean beef merchandisers` positive response toward bio-preservative treatment suggests that adoption of this food safety technology may contribute to improvement of quality control of imported chilled beef in the Korean beef market.
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