Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Effect of Offering Eco-Friendly Fashion Items on Consumers' Perceived Image of Stores and Intention to Purchase Food in a Hybrid Cafe Setting

하이브리드 카페에서 친환경 패션제품의 판매가 소비자가 인식하는 매장이미지 및 음식의 구매의도에 미치는 영향

  • Kim, Suyoun (Department of Food and Nutrition, Seoul National University) ;
  • Yoon, Jihyun (Department of Food and Nutrition, Seoul National University)
  • 김수연 (서울대학교 식품영양학과) ;
  • 윤지현 (서울대학교 식품영양학과)
  • Received : 2019.10.01
  • Accepted : 2019.12.30
  • Published : 2019.12.30
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Abstract

This study investigated the effect of offering eco-friendly fashion items on consumers' perceived image of stores and their intention to purchase food in a hybrid cafe setting. The data were collected using an online survey of 465 adults aged 20 to 49 years. In order to compare 'a general cafe' where only food is sold and 'a hybrid cafe' which offers eco-friendly fashion items as well as food, we developed two store types (general×hybrid) with two store designs (modern×eco-friendly) as stimuli, resulting in four scenarios. The results indicated that offering eco-friendly fashion items at a cafe did not significantly affect consumers' perceived eco-friendly image of the store. Further, this negatively affected consumers' perceived healthy and tasty images of the store and intention to purchase food. Such negative effects on the healthy and tasty images of the store increased in the store with a modern design. In conclusion, offering eco-friendly fashion items at cafes may not contribute to enhancing the stores' images or sales.

Keywords

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