A Conjoint Analysis of Consumer Preferences on Shiitake Mushrooms: A Case Study of the Republic of Korea

Shiitake mushrooms (<i>Lentinula edodes</i>) are widely consumed as a key health food in the Republic of Korea. However, they face declining production value and consumption, necessitating a shift from production-focused research to an understanding of consumer demand. The aim of this study was to quantify Korean consumers' trade-offs among key shiitake attributes and to derive actionable marketing strategies to expand domestic consumption. We conducted an online survey (<i>n</i> = 500) to quantify consumer utility for four key attributes: cap size (two levels), cap color (two levels), origin (two levels: domestic (Korean) and imported (Chinese)), and price (four levels per 500 g). The results identified price as the most important attribute (relative importance = 46.41%), followed by origin (19.85%), cap color (17.10%), and cap size (16.64%). Utility analysis (part-worths) revealed a distinct dual preference: consumers value both low-priced shiitake (KRW 4000 (USD 2.9)/500 g) for personal consumption and high-priced options (KRW 13,000 (USD 9.5)/500 g) for gifting. Consumers showed a clear preference for dark-colored caps, while the aggregate-level utility difference between origin levels was small. A Logit model simulation indicated the highest predicted shares for profiles priced at KRW 13,000 (15.9%) and KRW 4000 (15.7%), consistent with a polarized value-premium structure. These findings indicate that Korean producers should adopt a dual strategy: developing low-cost products to stimulate general consumption while simultaneously marketing high-quality, dark-colored, domestically produced shiitake as premium gift items, thereby establishing effective food choice strategies in a competitive market. Although the empirical setting is the Republic of Korea (with 'Chinese' included only as an imported-origin level representing the main foreign competitor), the findings speak to broader specialty-food contexts where import competition and dual-purpose purchasing (everyday use vs. gifting) shape attribute trade-offs.