The Korean Journal of Community Living Science (한국지역사회생활과학회지)

The Korean Society of Community Living Science (한국지역사회생활과학회)
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A Study of Consumer Characteristics and Climate-friendly Food Consumption Behavior Classified by Food-Related Lifestyle

식품관련 라이프 스타일에 따른 소비자유형별 특성과 기후친화적 식품소비행동 분석

  • Park, Myungeun (Dept. of Business Administration, Chonbuk National University) ;
  • You, Soye (Dept. of Business Administration, Chonbuk National University)
  • Received : 2016.05.13
  • Accepted : 2016.08.10
  • Published : 2016.08.31
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Abstract

Individual lifestyle and eating habits have changed rapidly due to the evolution of society. Especially, climate change caused by industrialization has influenced society, with the result that today's consumers perceive sustainability to be an important value. The purposes of this study were to segment consumers on the basis of their food-related lifestyle and to explore climate-friendly food consumption behavior by considering factors such as moral intensity, propensity for disgust with meat as well as consumer characteristics. The results of this study were as follows: first, consumers were segmented into three groups(high involvement, low involvement, convenience oriented). Consumers in the high involvement group presented a higher level of moral intensity and climate-friendly food consumption behavior than the other groups. Furthermore, factors influencing the selection of climate-friendly food were found to differ according to the type of consumer. Consumers in the high involvement group were found to be significantly influenced by age, concentration of effect, the morality of eating meat and meat texture, while consumers in the low involvement were found to be significantly influenced by social consensus and the morality of eating meat. Finally, consumers in the convenience oriented group for food life were found to be significantly influenced by age, harm perception, and the morality of eating meat.

Keywords

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