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영어

Purpose This study selected "how much 'Greedflation' affects consumer sentiment" as a major research question (RQ) to determine whether food companies' price hikes affect consumer sentiment and analyzed the impact of food companies' price hikes on consumer sentiment indicators using the event study methodology. Design/methodology/approach To this end, the price increase time was specified by using the price data of groceries provided by the Korea Consumer Agency's true price information service over the past five years (2020.01 to 2025.01) and the consumer spending outlook CSI was used as a consumer sentiment indicator among the consumer trend index (CSI) items. Specifically, the actual price increase was specified as January 2022 and January 2024 through product-specific data, and a model for predicting the normal index of the consumer trend index was implemented using the Consumer Sentiment Index (CCSI) and the LSTM model. Findings As a result, as it was found that a company's price increase did not affect consumer sentiment indicators, the null hypothesis () of this study was not rejected, saying, 'A company's price increase does not affect consumer sentiment indicators.‘