소비자불안의 수준과 영향요인: 유전자재조합식품, 식품첨가물, 광우병을 중심으로 = Levels of Consumer Anxiety and its Determinants: Focus on Genetically-Modified Foods, Food Additives, and Mad Cow Disease

다국어 초록 (Multilingual Abstract)

Consumers express subjective emotional reactions to technologies compared to experts, who make a logical, objective risk assessment. Considering the gap in scientific knowledge between consumers and experts, it is understandable and even natural. For this reason, this study explores the levels of consumers’ emotional reactions, that is, anxiety, and identify its determinants. As the object of anxiety, we selected genetically modified food (GMO), food additives, and mad cow diseases because consumers worry about these cases more than experts as it have both characteristics as food and technological risk. For this research, an online panel survey was performed on 509 adult consumers, and based on this, the results are as follows: First, levels of consumer anxiety was higher in order of mad cow disease, genetically modified foods, food additives. Comparing with previous studies, the results shows the anxiety level of mad cow disease was more increased than other two cases. Considering circumstances around mad cow disease in 2008, the result indicates level of consumer anxiety is influenced by social issues. Therefore, we should monitor the changes in level of consumer anxiety and correspond to these changes rapidly. Second, the variables which make significant differences between anxiety levels of consumer groups was not same on each case. For GMOs and food additives, high levels of anxiety appeared in older, married, and housewives groups, whereas groups who had more liberal political tendencies showed a higher level of anxiety for mad cow disease. This result reflects what consumer groups show the relatively high level of anxiety and indicates who should be considered to manage consumer anxiety more efficiently. Third, according to the multiple regression analysis, the perception of uncontrollable state was the only variable which had a significant influence on consumers’ anxiety in all three cases. Meanwhile, the other variables showed different influences and different relative power of impact on consumers’ anxiety in each case. First, in GMO foods, objective(-) and subjective knowledge(+), risk perception of uncontrollable state(+), and gender(+, 0=male/1=female) showed a significant impact on consumer anxiety. Second, in the case of food additives, only the risk perception of uncontrollable state(+) and gender(+, 0=male/1=female) showed a significant impact on levels of consumer anxiety. Finally, in the case of Mad Cow Disease, objective knowledge (-), trust of the government(-), trust of online communities and blogs(+), and the risk perception of uncontrollable state(+) showed a significant impact on levels of consumer anxiety. Comparing each variable’s relative power of impact, objective knowledge was the most powerful variable which affects levels of consumer anxiety on GMO foods, while trust of the government was the most powerful variable in relation to Mad Cow Disease. This result shows policy makers should consider different strategies for different cases to reduce consumer anxiety more effectively. Based on these results, for the more effective management of consumer anxiety we should allocate government resources in the right places by finding cases and groups which show high levels of anxiety, and considering different factors which affect levels of anxiety.

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