The Journal of Fisheries Business Administration (수산경영론집)

The Korean Society of Fisheries Business Administration (한국수산경영학회)
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The Effects of the Consumers' Beliefs of Seafood Certifications on The Behavioral Intention Biases in Making Certified Product purchases : Focused on Seasoned Laver

수산식품인증제도에 대한 소비자 신념이 구매의도 편향성에 미치는 영향:조미김을 사례로

  • Park, Jeong-A (Subdivision of Business Administration, Kyungnam College of Information & Technology) ;
  • Jang, Young-Soo (Department of Marine Business and Economics, Pukyong National University)
  • 박정아 (경남정보대학교 경영계열) ;
  • 장영수 (부경대학교 해양수산경영학과)
  • Received : 2016.08.30
  • Accepted : 2016.09.29
  • Published : 2016.09.30
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Abstract

This study examines the effects of consumer beliefs for food certifications on the behavioral intentions and the behavioral intention biases to purchase the certified seafoods by a subjective probability model which is on the basis of the mathematical probability model and the covariance model. The food certifications used on this study are 'Organic foods', 'Traceability system of food products' and. 'HACCP'. The representative foods of fishery products on this study is seasoned laver. The current study showed the following results. First, consumers have more than two different beliefs each for all certifications which are the subjects of this study. The beliefs of the certifications have an impact on the consumers when they consider to buy the certified seafood products. Second, consumers try to persuade by themselves to ensure that their particular belief about the certification could lead to a purchase the seafood products. Consumer beliefs of the "environmentally friendly production" on the organic foods certification is an important factor as much as the "guarantee of food safety" belief making a positive purchasing behavior intentions(PBI) bias for the organic seafood products. Consumers also have a positive PBI bias for certified seafood products in all certifications as long as a certification is considered to "guarantee the transparency of the food distribution process" as its belief. 'Traceability system' was the only one which didn't generate a positive PBI bias from the belief of "guarantee of food safety" out of three certifications.

Keywords

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