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The study identifies factors influencing the importance consumers in the Republic of Korea attach to food poisoning resulting from eating vegetables, fruits, or nuts. Survey data collected from 1,100 females residing in the seven major urban centers are used to estimate the equations. Results are used to calculate probabilities associated with the specific opinions held by respondents with regard to, among others, demographic and economic characteristics and preferences about food and food production methods.
A number of governments support their fanning sector by providing various forms of assistance. Many countries maintain publicly funded research institutions aimed at the development of agricultural technology. Past studies examined the benefits from the development and commercialization of agricultural and food technology. In general, although the immediate benefits occur to the early adopters (i.e., farmers who pioneer the application of the new technology), ultimately, the rewards are also felt by consumers. Consumers either benefit from a price decline or from the improved quality of a good. Often times, however, consumers are unaware of the link between the investment of public funds in technology development and the long term benefits they receive. Yet the support of consumers for the publicly funded research is essential. This paper examines the perceptions held by consumers with regard to the benefits from research on new agricultural technology in the Republic of Korea. In particular, we identify factors influencing consumer perception of benefits that occur to them and to farmers. The difference in perception could result from the timing of receiving the benefits because, typically, farmers gain before consumers can experience a price decrease or quality improvement. By knowing the perception differences, decision-makers in the public and private sector can improve the communication with the public about the short- and long-term benefits from research in agricultural and food technology. Improved communication helps to secure the lasting support for the public funding of such technology.
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