Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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The Effect of Food Choice Motive on Attitude and Intention of Purchasing Organic Food

식품의 선택 동기가 유기농 식품에 대한 태도 및 구매의도에 미치는 영향에 관한 연구

  • Kim, Dong-Ki (Department of Food Service Management, Kyunghee University) ;
  • Kim, Sun-Joo (Department of Food Service Management, Kyunghee University) ;
  • Lee, Kyung-Hee (Department of Food Service Management, Kyunghee University)
  • 김동기 (경희대학교 외식경영학과) ;
  • 김선주 (경희대학교 외식경영학과) ;
  • 이경희 (경희대학교 외식경영학과)
  • Received : 2011.07.13
  • Accepted : 2011.10.24
  • Published : 2011.10.30
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Abstract

Due to an overall increase of income, the general standard of living has improved and people have begun to be interested in being more healthy in their lives. This tendency has affected the food market, especially in relation to organic and eco-friendly food. Thus, the overall market size for those products has grown to give more choices to consumers. To examine the effect of the motive for choosing certain food products on the actual attitude and intent to purchase the products, a survey was given to 330 people living in Seoul, which resulted in 235 usable responses. The content of the questionnaire consisted of 18 questions on food choice motives, 3 questions on the attitude toward organic foods and 3 questions on the intention of purchasing for organic foods. The SPSS 12.0 statistics program was used to analyze of following: frequency analysis, factor analysis, reliability analysis, t-test, one way ANOVA and regression analysis. Five factors of food choice motives were obtained from the analysis: health, convenience, price, familiarity and environmental protection. The regression analysis showed that food choice motive, health and environmental protection factors have a positive relationship with organic food attitudes and organic food attitudes have a positive relationship with the intent to purchase organic food.

Keywords

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