Abstract

Purpose: This study aims to measure the Agri-food Consumer Competency Index (ACCI) in Korea, identify factors influencing consumer competency, and classify consumers into distinct competency groups. Policy recommendations and potential business opportunities are proposed based on the findings. Research design, data, and methodology: Data from the Consumer Behavior Survey for Food were analyzed using complex sample analysis and latent class analysis (LCA). Competency scores were compared by gender, age, region, education, and income. Key factors, including consumer education and participation in consumer group events, were examined for their impact on competency. Results: The 2021 ACCI score was 72.0 out of 100, slightly higher than in 2016. However, 57.5% of adult consumers were categorized as having low competency. Significant differences in competency were observed across demographic groups, with women, older adults, and urban residents scoring higher. Participation in consumer education and group events positively influenced competency, while government-sponsored promotional events showed no significant effect. Conclusions: To addresslow consumer competency, targeted consumer education programs are recommended for rural areas, low-income households, and specific occupational groups, including soldiers, agricultural workers, and students. Remote education through TV and media appears more effective than social media for improving competency among low-competency consumers. As government consumer education initiatives rely heavily on outsourcing to private institutions, the findings of this study are expected to enhance policy design and present new business opportunities for private education providers.