Abstract
The purpose of this study was to investigate the influence of knowledge level on the perceptions and attitudes toward BSE(Bovine Spongiform Encephalopathy) and American beef. A survey was conducted with university students in a metropolitan area. Out of 590 questionnaires distributed, 481 were analyzed(81.5% response rate). The data was analyzed using SPSS windows(ver. 14.0). In evaluation of the BSE-related knowledge level, the average correct answer rate was 42.6%(the lowest 21.0% ~ the highest 64.9%). There were significant differences in perception and attitude based on the BSE-related knowledge level. In three groups of knowledge levels(top, middle, bottom), the bottom level group tended to be more concerned regarding the origin of beef than the top and middle level groups. Moreover, as the level of knowledge increased, people tended to consider American beef safe. In their attitude toward the government's move to re-import American beef, the top level group tended to think positively. On the other hand, the top level group had negative attitudes toward the media coverage of American beef. As the level of knowledge decreased, the rate of menu selectivity was higher. This research suggests that people need to be educated in BSE-related knowledge. Through the education of BSE-related knowledge, people will gain a more correct understanding and attitude towards American beef, which will help livestock and food service industries grow.
