When beef consumption becomes politicized: Longitudinal change of US beef purchase intention and political values in Korea

Abstract

This study identified factors affecting the willingness to purchase US beef in South Korea over the decade since the bovine spongiform encephalopathy (BSE) crisis in 2008. Logistic regression analyses were conducted to assess the effects of demographics, fear of BSE, and political propensity on US beef purchase intentions. The survey dataset showed a dramatic increase in willingness to purchase, from 36.9% in 2008 to 76.1% in 2019. Analysis of the datasets identified changes in the effects of the variables over a decade. The analysis indicated that people who perceived a low level of BSE risk, males, and supporters of conservative parties were more likely to buy the US beef. In 2008, the most important determinant of US beef purchase intentions was risk perception. In 2015, after the widespread panic subsided, while there remained effects of perceived BSE risk, it was moderated by political propensity. Personal political ideology was used as a heuristic in the purchasing behavior of those who doubted the safety of US beef. Finally, the data in 2019 showed decreased effects of both risk perception and political propensity, as more than three quarters of respondents stated that they would buy US beef. Although risk can be easily politicized, it does not persist indefinitely.