The domestic swine industry is currently facing a threat due to the recent increase in pork imports. This study aims to determine what factors influence consumers' intention to consume imported pork and suggest measures to support the domestic pork industry. To achieve this, we analyzed data from the Korea Rural Economic Institute's Food Consumption Behavior Survey using a binary logistic regression model. The results revealed that a higher intention to consume imported pork is linked to a higher intention to consume imported rice, purchasing meat online, frequent purchases of HMR, and procuring U.S. beef, especially among urban residents. On the other hand, a lower intention to consume imported pork is associated with a higher awareness of animal welfare certification, frequently dining out, and older age. Based on these findings, we propose the following response measures for the domestic swine industry: implementing educational programs, marketing, and advertising specifically targeting urban residents to improve their perception of domestic agricultural products; enhancing price competitiveness through distribution optimization; and developing policies to promote the use of domestic pork as an ingredient in processed foods.

This study argues that expanding the multifunctionality of agriculture (MFA) may mitigate existing agricultural problems. To do that this study redefines the concept and scope of the MFA and presents practical tasks to achieve it. Theorizing the MFA begins with the theory of sustainability and first identifies the link between sustainability and MFA. Later, considering the limitations of the existing sustainability theories, we examined where the false linkages leading to the destruction of environmental and social relations originated, and employed the (Re)productivity [(Re)produktivitat] theory in order to obtain alternatives. Research shows that welfare effects of the MFA on humans and the environment are not less than those derived from the agricultural products supplied to the real market, but the values are not recognized. The absence of proper care and compensation is the basis of agricultural problems in Korea. Therefore, this study acknowledges that the MFA is as much worthy as real agricultural production, and insists that appropriate compensation and care should be given to humans (farmers) and nature (agricultural ecosystem) in order to maintain and expand the MFA. In other words, a virtuous cycle between sustainability and the MFA means that the process spreads sustainable farming methods to expand the MFA, forms social consensus on it, and pays fair remuneration for agriculture from the public sector. Transition to such a virtuous cycle requires re-establishing the definition and scope of the MFA, implementing targeting policy, motivating policy targets, strengthening human capacity, and arranging maturity time.