Journal of the Korean Dietetic Association (대한영양사협회학술지)

The Korean Dietetic Association (대한영양사협회)
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The Understanding of, and Attitude towards Bakery Food Labeling and Their Effects on Consumer Purchase Intention - The Moderating Role of Health Consciousness -

베이커리 영양표시정보의 이해도 및 태도가 구매의도에 미치는 영향 - 건강관심도의 조절 효과를 중심으로 -

  • Joe, Meeyoung (Foodservice Management Lab, Symbiotic Life Tech Research Institute, Yonsei University) ;
  • Yang, Ilsun (Dept. of Food & Nutrition, Yonsei University) ;
  • Kim, Eojina (Hospitality & Tourism Management, Pamplin College of Business, Virginia Tech)
  • 조미영 (연세대학교 심바이오틱라이프텍연구원 급식외식경영연구실) ;
  • 양일선 (연세대학교 식품영양학과) ;
  • 김어지나 (버지니아폴리테크닉주립대학교 호스피탈리티 및 관광경영학과)
  • Received : 2017.06.15
  • Accepted : 2017.07.07
  • Published : 2017.08.02
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Abstract

This study examined the awareness, understanding, attitudes, and purchase intention regarding food labeling on bakery products in the context of health consciousness. The purpose of the study was to provide basic data for bakery product labeling, which has been insufficient to date, and to develop measures to expand the labeling system. The results of the study showed that higher subjective understanding and better attitude towards bakery food labeling can positively increase the purchase intention. We believe that the bakery industry needs to promote food labeling proactively, while also developing products addressing health concerns. This study is also valuable to academia because it provides insights into the relationship between the consumer's understanding of and attitudes towards nutritional information and purchase intention. In addition, it is beneficial to the bakery industry because it establishes marketing strategies that increase the purchase intent among both consumers with high health consciousness and those who infrequently purchase baked goods.

Keywords

References

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