The Korean Journal of Community Living Science (한국지역사회생활과학회지)

The Korean Society of Community Living Science (한국지역사회생활과학회)
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Consumer Preference for the Types of Labels of Cereal Products and Purchase Intention of Nutrition-labeled Products

시리얼제품의 표시유형별 선호와 영양표시 제품의 구매의도

  • You, So-Ye (Department of Business Administration, Chonbuk National University) ;
  • Park, Myeong Eun (Department of Business Administration, Chonbuk National University)
  • Received : 2013.08.06
  • Accepted : 2013.09.27
  • Published : 2013.09.30
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Abstract

The purposes of this study were to explore consumer preference for the types of nutrition label of cereal products and to identify some influencing factors on purchase intention and choice probability of nutrition-labeled products. First, most of the respondents preferred the nutrition fact panel with traffic light-GDA(TL-GDA), while the nutrition fact panel only type and the nutrition fact panel with front-of-package(FOP) type were preferred by few respondents. However, consumers evaluated higher for TL-GDA type and FOP symbol type, while the nutrition fact panel only type was evaluated much lower. Second, consumer preference for label types was partially related with 'eating breakfast' and consumer evaluations of the types of labels for the nutrition fact panel only and the nutrition fact panel with FOP were found to be significantly different by gender. Lastly, both purchase intention and choice probability for nutrition-labeled products were found to be significantly influenced by information search and product attitude. In addition, choice probability was found to be significantly influenced by individual characteristics such as gender and grade. It is necessary to find the relationship between nutrition labels and consumer response as this can help consumers make a better choice of food as well as providing some useful information on consumers to the related parties such as companies and consumer organizations.

Keywords

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