This study explored the relationship between meat consumers’ perceived risk and behavioral intention in Korea, a major
beef importing country. U.S. beef had the biggest share of the beef market in Korea until 2003 when the trade was halted
because of mad cow disease. Despite massive public protests during 2008, U.S. beef was reintroduced into Korean market
following a Free Trade Agreement. The study examined whether perceived risk had an influence on behavioral intention
by the different socio‐demographic variables among beef consumers in Korea. In addition, the study investigated the
influencing power of perceived risk on behavioral intention as enhanced by socio‐demographic variables. The study
sample included 300 consumers from three different cities in Korea. Although financial risk was perceived at the highest
level, it was social‧psychological risk that was the most negative factor influencing Korean consumers’ purchasing
behavior towards U.S. beef.
key words : Mad cow disease, Behavioral intention, Free trade agreement, Risk perceptions, Beef importing