초록 열기/닫기 버튼
The number of obese people is on the rise in Korea because of westernized eating habits. Accordingly, consumers’ concern about cooking oil also increases as trans fats are known to be the cause of obesity. The purpose of this paper is to investigate consumers’ preference for the blending oil on the grounds that there’s ideal blending oil which mix omega 3･6･9 fatty acids in the ratio of 2：1：1. A choice experiment is designed and the aroma and prices of sesame oil, flaxseed oil and blending oil are examined as attributes. 154 Daegu metropolitan consumers were surveyed and a mixed logit model was employed to estimate WTPs. The result shows the highest WTP on the blending oil, the second highest on the flaxseed oil, the third on the sesame oil and the last on the aroma. Consumers have positive attitudes on health functional food or functionality-enhanced blending oil. The result of this paper could contribute to the development of functionality-enhanced blending oil production through transferring agricultural technology and improvement of rural household incomes.
