This paper was to use choice experiments in the analysis of consumer choice behavior and preferences for five different attributes(the origin of rice, a quality certificate, a quality control, a traceability system, the price of rice) in Cheongju City. Completed surveys yielded 712 responses which were analyzed using the conditional logit model to analyze the marginal willingness to pay of the four attributes(the origin of rice, a quality certificate, a quality control and a traceability system) per household and estimated the marginal willingness to pay of the set of feasible options. The result of this study can be used as a guide for the rice industry in the design of possible labeling schemes.

Ⅰ. 서론 Ⅱ. 이론적 배경 Ⅲ. 연구설계 및 방법 Ⅳ. 분석 결과 Ⅴ. 결론 참고문헌

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