Decisional Factors for Purchasing Beef Labeled with Animal Welfare in Korea

In this study, we investigate important decisional factors for the purchase intention of animal welfare labeled beef in Korea considering direct and indirect paths (trust and attitudes). Using a structural equation model with 300 samples from the Korea consumer panel survey, we find that perceived knowledge and revealed information positively affect consumer purchase intention for beef labeled as supporting animal welfare. Our results also show that a subjective norm (positive opinions of friends or family on animal welfare) has a positive effect on the purchase of beef labeled as "welfare conscious."Based on our results, we can derive policy implications for expanding animal welfare raising practices to achieve sustainable development in the livestock sector without ethical and environmental side effects. Three possible policy alternatives include an online word-of-mouth strategy for improving subjective norms, enhancing animal welfare labeling information, and setting up public education for such labeling.