Consumers are sensitive about food because it is a basic method for human to stay healthy. Food safety incidents are happening around that make consumers feel more and more insecurity. Especially one of the food safety threats which are GMO, the discu...
Consumers are sensitive about food because it is a basic method for human to stay healthy. Food safety incidents are happening around that make consumers feel more and more insecurity. Especially one of the food safety threats which are GMO, the discussions about it never stopped.
South Korea and China are not only geographically close, the trade cooperation are also frequent. Therefore they have many things in common and the interest of food safety is one of them.
Therefore this study was pursued to investigate South Korea and China consumers’ awareness to food safety, food value, purchasing intention to GMO, and figured out the dominant factors influencing the purchasing intentions to GMO.
The analyzed results were summarized as follows.
Firstly, the awareness to food safety showed significant differences between the South Korean and Chinese consumers. The Chinese consumers showed significant higher degree of awareness to food safety than South Korean consumers. Based on the analysis of demography variable, the conclusion is that the age, occupation of South Korean consumers and that sex, education level of Chinese consumers causes difference to the participation degree of food safety. The occupation of South Korean consumers and the age, education level of Chinese consumers causes difference to the body feeling degree of food safety harm factors. And the education level of Chinese consumers causes difference to consideration degree on food purchase.
Secondly, this analyzed the food value of both Chinese and South Korean consumers and found that the ‘happiness’-happiness pursue food value and ‘well-being’- well-being pursue value is the main consumption value. Although there is not big difference between the happiness and well-being food value between Chinese and South Korean consumer, as for the question ‘I like natural Food than processed food’, the South Korean consumers well-being level is much lower than that of Chinese consumers. Based on the analysis of demography variable and food value variable, the conclusion is that the sex, age of South Korean consumers causes difference to the well-being food value. And the age of Chinese consumers causes difference to the happiness food value.
Thirdly, based on the analysis of South Korean and Chinese consumers’
Purchase intent to GMO, a conclusion is made that Chinese consumers has higher purchase intent that of South Korean consumers.
Finally, the main variables that influences South Korean consumers’ purchase intent to GMO is technical occupation while the main variables to Chinese consumers are age, consideration degree on food purchase and the body feeling degree of food safety harm factors.
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