This study is an econometric systems approach to modeling the factors and linkages affecting risk perceptions toward agricultural biotechnology, self-protection actions, and food demand. This model is applied to milk in the United States, but it can be adapted to other products as well as other categories of risk perceptions. The contribution of this formulation is the ability to examine how explanatory factors influence risk perceptions and whether they translate into behavior and ultimately what impact this has on aggregate markets. Hadden's outrage factors on heightening risk perceptions are among the factors examined. In particular, the article examines the role of labeling as a means of permitting informed consent to mitigate outrage factors. The effects of attitudinal, economic, and demographic factors on risk perceptions are also explored, as well as the linkage between risk perceptions, consumer behavior, and food demand. Because risk perceptions and self-protection actions are categorical variables and demand is a continuous variable, the model is estimated as a two-stage mixed system with a covariance correction procedure suggested by Amemiya. The findings indicate that it is the availability of labeling, not the price difference, between that labeled milk and milk produced with recombinant bovine Somatotropin (rbST) that significantly affects consumer's selection of rbST-free milk. The results indicate that greater availability of labeled milk would not only significantly increase the proportion of consumers who purchased labeled milk, its availability would also reduce the perception of risk associated with rbST, whether consumers purchase it or not. In other words, availability of rbST-free milk translates into lower risk perceptions toward milk produced with rbST.

The purpose of this study was to explore the consumer responses such as willingness to pay premium and purchasing cost for fair trade coffee as an ethical product while considering the treatment effect of consumer knowledge. First, the levels of consumer knowledge, willingness to pay premium and purchasing cost were presented. Then, the influencing factors on willingness to pay premium and purchasing cost of fair trade coffee were analyzed by applying the treatment effect model. From the results, first, the level of willingness to pay premium was high and consumers having purchasing experience of fair trade coffee spent 9,923 won at once, while less than half of the consumers knew the fair trade coffee. Second, consumer knowledge, ethical judgement, perception of price value, education level and pocket money significantly influenced to willingness to pay premium, while consumer knowledge, information evaluation, importance of fair trade criteria and level of education significantly influenced to purchasing cost for fair trade coffee. Especially, consumer knowledge of fair trade coffee was an important influencing factor for willingness to pay premium and purchasing cost indirectly as well as directly. Thus, this study might provide some useful information for consumers to choose the ethical behavior and the related companies to create effective promoting strategies for ethical products.

This study investigated the situation of eating meals to identify factors influencing skipping breakfast and types of foods consumed for breakfast among adolescents classified by household type. Adolescents were found to consume mainly homemade meals for breakfast and dinner while consuming institutional foodservice at school for lunch. Percentage of skipping meals among adolescents was different by time of meals, and they skipped meals due to lack of time, which was different according to household type. Main food for breakfast was rice, and percentage of skipping breakfast was the highest in single parent households. Satisfaction of food-related life was lowest in grandparent households. Especially, satisfaction was highest if they had rice for breakfast. For influencing factors on skipping breakfast, social support, eating regularly, concern for origin, and single parent household were found to be significant. For influencing factors on types of foods consumed for breakfast, eating regularly, exercise, satisfaction of food-related life, and concern for food safety among adolescents were found to be significant. If adolescents in grandparent households had rice, they were less likely to skip breakfast.

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The purpose of this study was to investigate consumer behavior based on the experience from visiting Jeonju Hanok Village. This study tested the relationship between the experience and intention to revisit for consumers who visited the village mediated by emotion and place attachment as a structural equation model. The results of this study were as follows. First, the perceived emotion was found to be significantly influenced by experience. Consumers were likely to feel positive emotions if their experiences of entertainment, escapism, and esthetics were positive. Second, the place attachment was found to be significantly influenced by experience. If consumers perceived positive experience of education and escapism, then they would like to be attached to the place where they experienced such positive experience. Finally, the intention to revisit was found to be significantly influenced by the emotion and the place attachment. If positive emotion and place attachment were well-established through consumer experience, then consumers would like to increase the intention to revisit the place.