Study on Awareness and Consumption Behavior of the General Public and Livestock Farmers regarding Chikhanwoo

This study was conducted to determine recognition of Chikhanwoo , promote its market competitiveness, and vitalize its uses in Korea. This research was carried out on 465 people, including 264 of the general public and 191 livestock farmers. For awareness of Chikhanwoo , 53.6% of the general public and 86.9% of livestock farmers recognized Chikhanwoo (P ＜ 0.001) through TV, Internet, news, magazines, and others. For consumption behaviors of Chikhanwoo meat, 4.3% of the general public and 1.9% of livestock farmers have pur-chased Chikhanwoo meat in the past. Most of them hinted at their intention to repurchase and highly in-timated their wish to purchase on whether Chikhanwoo tastes better, is more nutritious and is safer than Hanwoo . In addition, they thought country of origin and price were the most important factors for purchasing (P ＜ 0.001). For recognition of the Hanwoo grading system, they preferred 1 ＋＋ and 1 ＋ , significantly (P ＜ 0.001). For need for quality certification, most respondents thought that the government should introduce a quality certification system for Chikhanwoo . For importance factor of prevalence of Chikhanwoo meat, marketability value had the highest degree of importance, followed by taste, quality, tradition and cooking methods (P ＜ 0.001). Results of this study show that domestic consumption of Chikhanwoo can be boosted by supplying Chikhanwoo meat with a differentiated taste and a safety assurance to the general public. There is also need to enhance genetic resources and improve brand value of Chikhanwoo . Continuous research and efforts should be made for the development of the livestock market.