KOREASCHOLAR

Pork is a popular meat consumed in Korea. However, the consumption pattern has typically focused on preferred parts, like pork belly, which is usually broiled. This consumption pattern has increased both stocks of low fat parts and medical costs, and has thereby disturbed pork industry growth and the national health welfare. Changing the consumption patterns of preferred parts and encouraging consumption of low fat parts will improve consumers’ quality of life and also increase their benefits. Thus, this study estimated WTP (Willingness To Pay) for health funds among consumers who eat pork meat, considering the health benefits gained by consuming low fat parts and changes in preferred part consumption. The results of this study show that WTP is higher when consumers have a smaller family and a higher income; these consumers plan to increase intake of pork meat in the future and think that the promotion of low fat pork meat consumption is more important. The WTP for health funds is estimated to be 49won to 287won through Logit Model. The health benefits of low fat consumption were estimated to be 92 billion won to 539 billion won per year. Therefore, reforming low fat pork consumption not only changes the traditional consumption pattern focused on preferred parts but also leads to a variety of benefits for consumers, including health benefits.

Abstract
 I. 서 론
 II. 연구 내용 및 방법
  1. 연구방법
  2. 조사 대상 및 기간
  3. 설문구성
 III. 결과 및 고찰
  1. 사회경제적 배경
  2. 돼지고기 전반적인 소비 행태
  3. 돼지고기 저지방부위 소비유형 및 소비증대방안
  4. 돼지고기 저지방부위 소비에 대한 최대지불의사액 추정
 IV. 결론 및 요약
 References

• 신효중(강원대학교 농업생명과학대학 농업자원경제학과) | Hio-Jung Shin (Department of Agricultural and Resource Economics, College of Agriculture and Life Sciences, Kangwon National University)
• 이 샘(강원대학교 농업생명과학대학 농업자원경제학과) | Saem Lee (Department of Agricultural and Resource Economics, College of Agriculture and Life Sciences, Kangwon National University) Corresponding author