Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Exploring Motivations of Koreans Towards Korean Foods: Application of Means-end Chain Theory Approach

수단-목적 사슬 이론의 래더링 기법을 이용한 한식에 대한 한국인의 가치체계 연구

  • Lee, Kyung Won (Department of Nutritional Science and Food Management, Ewha Womans University) ;
  • Cho, Mi Sook (Department of Nutritional Science and Food Management, Ewha Womans University)
  • 이경원 (이화여자대학교식품영양학과) ;
  • 조미숙 (이화여자대학교식품영양학과)
  • Received : 2017.01.11
  • Accepted : 2017.04.14
  • Published : 2017.04.30
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Abstract

To enrich a country's food culture, it is essential that residents understand and care about that culture. Although various efforts to globalize Korean food have been made outside Korea, the importance of understanding Koreans' perception of and increasing interest in Korean food has been neglected. Thus, this study was conducted to identify the cognitive structures regarding Korean food among 30 Koreans living in metropolitan cities using in-depth laddering interviews based on the means-end chain theory. The most dominant cognitive structures toward Korean food were familiarity (attributes), ease of digestion and health (functional consequences), sense of responsibility and will to live (psychosocial consequences), and family affection and sense of achievement (values). In short, Koreans were found to consume Korean food to achieve perceived high-dimensional values rather than simply for its attributes or benefits. These findings have important implications for future strategies and policies aimed at increasing Korean food consumption by Koreans, as they suggest that underlying and symbolic values rather than the attributes of Korean food are more effective in promoting its consumption. Further studies on understanding perceptions and values using a larger Korean population are needed to preserve and further develop Korean food.

Keywords

References

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