동아시아식생활학회지 (Journal of the East Asian Society of Dietary Life)

  • 제26권2호
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  • Pages.152-162
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  • 2016
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  • 1225-6781(pISSN)
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  • 2288-8802(eISSN)
동아시아식생활학회 (The East Asian Society of Dietary Life)
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유아를 둔 주부들의 유기농 식품 구매 인식 및 결정요인

Survey on Recognition and Purchase Decision Factors related to Organic Food in Housewives with Young Children

  • 김병희 (가톨릭관동대학교 호텔조리외식경영학과) ;
  • 최근영 (롯데호텔) ;
  • 강근옥 (국립한경대학교 영양조리과학과)
  • Kim, Byung-Hee (Dept. of Hotel Culinary Foodservice Management, Catholic Kwandong University) ;
  • Choi, Keun-Young (Lotte Hotel) ;
  • Kang, Kun-Og (Dept. of Nutrition and Culinary Science, Hankyong National University)
  • 투고 : 2015.12.11
  • 심사 : 2016.03.31
  • 발행 : 2016.04.30
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초록

This study surveyed recognition and purchase decision factors related organic food in housewives with young children. The most common reason for purchasing was "environmental-friendly" with 47.6%. When checking food labels, "nutritional ingredients" was the most considered (29.5%). Preference levels for organic food were in the following order: grains (26.8%) > vegetables (23.7%) > dairy (16.9%) > root and tuber crops (14.0%) > fruits (6.0%). For awareness of quality of organic food, the highest awareness factor was "safer than normal food" at $3.91{\pm}0.72$. For awareness of confidence in organic food, the highest awareness factor was "good for health" at $4.11{\pm}0.68$. For awareness of satisfaction of organic food, the highest awareness factor was "origin labeling" at $4.02{\pm}0.76$. Regarding awareness of purchasing intention of organic food, the highest awareness factor was "I will purchase organic food as possible as I can" at $4.02{\pm}0.79$. In the correlation analysis, confidence and satisfaction displayed the highest correlation (0.640), and there were other significant correlations between value/purchasing intention (0.586), confidence/purchasing intention (0.560), and satisfaction/purchasing intention (0.575). Further, the analysis showed that among value, quality, and price, only value had direct influence on the purchasing intention.

키워드

참고문헌

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