Consumer Preferences Toward Product Attributes of Dietary Supplements Under Mandatory Food Traceability Systems in Korea

Korea, mandatory Food Traceability System (FTS) regulation on dietary supplements has been enforced since the end of 2014, which has allowed government to collect electronic data to trace food. The aim of this study was to determine which additional attributes of dietary food supplements are preferred by consumers and to assess the value of consumers’ willingness to pay (WTP) for these attributes. This investigation revealed that gender, age, income, and awareness were the most frequently reported drivers of purchase behavior. Gender was the most influential socioeconomic characteristic. The results of the conditional and random parameter logit model suggested that Korean consumers have the highest WTP for origin of all ingredients, followed by side-effect warnings, quality-related certifications, and date of import. It will be worthwhile to identify the value of relevant attributes once other nations establish FTS policies and improve food traceability services or regulations.