DOI QR코드

DOI QR Code

Analysis of Food Consumption Behavior due to COVID-19: Focusing on MZ Generation

코로나19로 인한 식품 소비행태 변화분석: MZ세대를 중심으로

  • Lee, Hong Seung (Graduate School of Business Administration, University of Seoul) ;
  • Kim, Joon-Hwan (Department of Paideia, Sungkyul University)
  • 이홍승 (서울시립대학교 경영학과) ;
  • 김준환 (성결대학교 파이데이아학부)
  • Received : 2020.12.23
  • Accepted : 2021.03.20
  • Published : 2021.03.28

Abstract

This study shows that consumers' attitudes and behaviors are rapidly changing due to the COVID-19 outbreak in a situation where consumption patterns are already changing due to demographic changes such as an increase in the number of single-person households and dual-income couples. To this end, the results of an online survey conducted on 500 panels of Nielsen Korea were used in this study. In particular, consumers were divided into two generation groups (Generation Z vs. Millennial) and analyzed and presented changes in consumption activities and food purchasing behaviors changed by COVID-19. As a result, the existing online distribution trend has been strengthened, and its impact has been amplified by COVID-19. These changes also resulted in different consumption behaviors depending on the degree of concern for COVID-19 by generation. Based on the results of this study, it turns consumers' behavioral changes into new opportunities, focusing on the accelerating a new 'contactless' lifestyle, which will provide managerial implications for the food industry's response strategies in relation to the theoretical significance and in practice.

본 연구는 소비자들의 구매패턴이 1인 가구와 맞벌이 부부의 증가 등과 같은 인구통계학적 변화로 이미 변경되고 있는 상황에서, 최근의 코로나19 사태로 인해 그 변화가 가속화될 것이라고 전망된다. 이를 위해 전문조사업체인 닐슨코리아의 패널 500명을 대상으로 온라인 설문조사를 수행한 분석결과를 본 연구에 활용하였다. 특히 소비자를 2개의 세대 그룹(Z세대 vs. 밀레니얼세대)으로 나누어 코로나19로 인해 바뀐 소비활동 변화와 식품구매 행태를 분석하여 제시하였다. 그 결과, 기존 온라인 유통이 강화되어가고 있던 추세가 코로나19로 인해 그 영향이 증폭되었다. 이러한 변화는 세대별로 코로나19 우려 정도의 차이에 따라 소비행동도 다르게 나타났다. 본 연구결과를 토대로 가속화하고 있는 '언택트' 중심으로 소비자들의 행동변화를 새로운 기회로 전환시키는데 있어 관련된 이론적 의의와 실무적으로는 식품업계의 대응전략에 대한 관리적 시사점을 제공할 것이다.

Keywords

References

  1. L. Lauren & G. David. (2020. 4. 11). How the Virus Transformed the Way Americans Spend Their Money. https://www.nytimes.com/interactive/2020/04/11/business/economy/coronavirus-us-economy-spending.html.
  2. Consumer Insight Consumer Trend Research Institute. (2020. 9. 2). Changes in consumer sentiment and behavior due to COVID-19. Consumer Insight, Issue & Trend.
  3. Nielsen Korea. (2020. 4.). COVID-19 Impact Report_South Korea. Nielsen Korea.
  4. M. J. Shin. (2020. 3. 27). Lunchbox outside convenience food at home., The food landscape changed by Corona 19.. Maeil Business Newspaper. https://www.mk.co.kr/news/business/view/2020/03/240317/
  5. Ministry of Agriculture, Food and Rural Affairs. (2016. 8. 12). Major Indicators of the Food Industry in 2016. Ministry of Agriculture, Food and Rural Affairs.
  6. Statistics Korea. (2020. 11. 4). Online shopping trends for September 2020. Statistics Korea.
  7. R. Batra & O. T. Ahtola. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), 159-170. DOI : 10.1007/BF00436035
  8. B. J. Babin, W. R. Darden & M. Griffin. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656. DOI : 10.1086/209376
  9. C. Mathwick, N. Malhotra & E. Rigdon. (2001). Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1), 39-56. DOI : 10.1016/S0022-4359(00)00045-2
  10. M. B. Holbrook & E. C. Hirschman. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140. DOI : 10.1086/208906
  11. P. Sherry & E. J. Barton. (1990). Executive Assessment: A comprehensive fit-based model. WA Hamel (Ed.).
  12. H. Y. Lee, L. N. Chung & I. S. Yang. (2007). Consumer inclination to convenience toward Home Meal Replacement. Journal of Foodservice Management, 10(2), 285-315.
  13. Y. K. Lee, H. C. Lim & S. H. Han. (2017). The effect of selected properties of HMR depending on the university students' dietary lifestyle on the purchasing intention - in Deagu, Gyeongbuk -. Journal of Tourism Enhancement, 5(1), 87-102.
  14. H. C. Yang, J. B. Kim & A. S. Kim. (2016). Different perception on product attributes of HMR: Focusing on college students and consumers. Journal of Distribution Science, 14(2), 47-56. https://doi.org/10.15722/jds.14.2.201602.47
  15. B. S. Lee, K. H. Park & J. H. Cho. (2011). A study on the effect of selection attributes on consumer satisfaction and repurchase intention about HMR - In case of Ready-to-end-cook -. Culinary Science & Hospitality Research, 17(2), 85-97. https://doi.org/10.20878/cshr.2011.17.2.006
  16. Statistics Korea. (2016). Future Population Forecast: 2015-2065. Daejeon : Statistics Korea.