Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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A Study on Motives Behind Food Choices of Foreigners Living in Korea

국내 거주 외국인의 음식 선택 동기에 관한 연구

  • Kim, Sun-Joo (Department of Food Service Management, Kyunghee University) ;
  • Cho, Me-Hee (Department of Food Service Management, Kyunghee University) ;
  • Lee, Kyung-Hee (Department of Food Service Management, Kyunghee University)
  • Received : 2010.03.10
  • Accepted : 2010.04.01
  • Published : 2010.04.30
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Abstract

A number of factors are thought to influence people's food choices, and there has recently been an increasing emphasis on understanding the consumer's motives behind choice of food types. For one thing, an individual's personal food-related tastes are thought to certainly influence personal food choice. This study aimed to discover the new motives for food, and what motives determine the food choice of foreigners living in Korea. Subjects (N=210) completed a Food Choice Questionnaire (65 questions) measuring specific motives and sociodemographic conditions (9 questions). Factor analysis and ANOVA were used to ascertain the food choice motives. Fourteen factors emerged, which were labeled health, mood, convenience, sensory appeal, natural content, price, weight control, familarity, political value, ecological protection. and religion. We also found that motives for new food choices include national image and information, ethnic food, and sanitation. Items were analysed to determine differences according to nationality, religion, occupation, and length of residence in Korea. All subjects thought sanitation is the most important motive in choice of food, and health, natural content, and ethnic food were also important.

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