A latent segmentation modeling is used in this study to identify the heterogeneity of
willingness-to-pay estimates for quality attributes and country-of-origin in the Korean beef
market. Three distinctive groups of grocery shoppers are identified based on their level of
concern (very, moderately, and not too concerned) about the use of antibiotics and genetically
modified organism feed ingredients in beef production. Results indicate that the very concerned
group values such attributes as antibiotics-free, genetically modified organism-free, and domestic
production the most among the three groups. Results also suggest that the most important
factor in determining grocery shoppers’ willingness-to-pay is country-of-origin for all three groups
