식품영업자, 정부 및 소비자의 관점에서 식품이력추적시스템의 성공적인 확산에 영향을 미치는 요인이 무엇인지, 이력추적 등록 품목을 확산하기 위한 합리적 의사결정 방법은 무엇인지, 소비자의 이력추적에 대한 관심을 높여 이력추적시스템을 확산하려면 소비자가 선호하는 이력정보는 무엇인지 등에 대해 살펴보았다. 본 연구는 소비자가 원하는 정보와 식품영업자가 제공하는 이력정보의 비대칭성에 대한 균형점을 찾고 제도의 확산과 관련된 다양한 잠재요인을 찾기 위한 후속 연구에 대한 이론적, 방법론적 기초를 제시하고 있다. 식품이력 정책 혁신의 확산에 관한 엄밀한 실증분석에 기초한 사례 연구, 정교한 이론모형의 개발 등의 향후 연구 결과를 기대한다. 끝으로 본 연구가 식품이력 정책 혁신의 확산메커니즘을 보다 명확히 밝혀내고 식품이력추적시스템 구축 이론의 일반화에 기여하기를 기대한다. facilitated international food product trading. Many large, nationwide hazardous food outbreaks such as China melamine casuality and Japan Fukushima nuclear disaster, have been associated with commercially
distributed food. Therefore Korean consumers’ concerns toward the food safey is also increasing. Unfortunately, several recalls of dietary supplements and infant formula not only caused direct economic loss to processors but also created consumers’ distrust of food traceability systems(FTS) initiated by government. In Korea, mandatory FTS regulations on infant formula and dietary supplements were enacted at the end of 2014, allowing the governmentto collect electronic traceability data to cope with food outbreaks. In the perspective of government and consumers, research question od this study is aimed to identify what effect influences the successful diffusion process in FTS, what is the rational decision making method to diffuse FTS by selecting proper food items, and which additional attributes of dietary food supplements are preferred by consumers.
The first aim of this study is to examine the influence and process of latent factors by developing a theoretical model and testing empirical data from the Korean processed food sector. The particular value of this study is to identify the latent factors influencing the diffusion of an electronic FTS. Three external factors (organizational adaptability, validity and awareness of FTS) were incorporated into a technology acceptance
model(TAM) based on previous studies, and structural equation modeling(SEM) was used as a tool for confirmatory analysis. The validity of FTS has a prominent effect on attitudes toward FTS and compliance
intentions. Contrary to the findings of previous studies, organizational adaptability does not influence a positive effect on attitudes toward FTS. Furthermore, subgroup analysis showed that retailers reacted significantly to the different influences than manufacturers. The findings of this paper have implications for both policy makers and regulatory authorities. The results of this theoretical and practical study contribute to establishing a conceptual framework and motivate additional researches on FTS adoption and diffusion in processed food sectors.
The second purpose of this paper is to provide decision making methodology to prioritize the preference criteria with AHP(Analytic Hierarchy Process). The industry data was analyzed to expand and apply
current mandatory FTS to the processed industry sector. The decision criteria to select the candidate food class were classified into urgency, severity and adaptability. The aim of AHP technique is to prioritize the preference criteria and select the candidate food species. The value chain analysis was afterwards applied to better understand and identify the week-points of FTS over food supply chain. Top prioritized food products are selected according to quantifying subjective preference with results of field study on five major manufacturers and three mega retailers. In the view of policy implication, this paper provides that FTS implementation must be tailored to each food supply networks because food types and contents of inter-external data to be traced are different and uncommon in loosely coupled current supply chain. The goal of FTS implementation should be specified in advance by the production identification, product routing, data to trace, supply chain network and organization infrastructure. This is the first attempt to analyze value chain and quantify the preference priority criteria using AHP technique over the processed foods sector.
The third aim of this study was to determine which additional attributes of dietary food supplements are preferred by consumers and to assess the value of consumers’ willingness to pay(WTP) for these attributes. This investigation revealed that gender, age, income, and awareness were the most frequently reported drivers of purchase behavior. Gender was the most influential socioeconomic characteristic.
The results of the conditional and random parameter logit model suggested that Korean consumers have the highest WTP for origin of all ingredients, followed by side-effect warnings, quality-related certifications, and date of import. It will be worthwhile to identify the value of relevant attributes once other nations establish FTS policies and improve food traceability services or regulations.
This study shed a light on the future research fields, to find an equilibrium of the asymmetric information between consumers and food business operators, and to find common framework and its empirical evidence to improve product traceability in processed food sectors.