(The) effect of food safety issue on the consumer perceived value of organic fresh food

Abstract

The food safety issue of 2017 Fipronil Eggs Contamination made numerous consumers doubtful about food safety in their daily lives. According to the investigation of Korean government, a total of 52 farms, including the 2 suppliers of a major Korean organic brand, in Korea were found to distribute the pesticide contaminated eggs (Kim, 2017). Although the contaminated eggs were asked by the government to be recalled and discarded, many consumers couldn’t rely on the public food safety. Thus, this research tries to measure the effect of 2017 Fipronil Eggs Contamination on the consumers’ perceived value of organic fresh food, preferred by the advocates of healthy lives and environmental protection. This study used five dimensions, including perceived functional, experiential, symbolic benefits and monetary, non-monetary sacrifices, to measure and to see the differences in the consumers’ perceived value of organic fresh food, shaped by its perceived benefit and perceived sacrifice, with and without the effect of the food safety issue. The result of this research showed that the food safety issue does not influence the consumers’ perceived value of organic fresh food, and the perceived benefit and sacrifice do not always work in opposite ways for this particular category.