Nutrition Research and Practice

The Korean Nutrition Society (한국영양학회)
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Agrifood consumer competency and organic food purchase intentions according to food-related lifestyle: based on data the 2019 Consumer Behavior Survey for Food

  • Kim, Eun-kyung (National Institute of Agricultural Science, Rural Development Administration) ;
  • Kwon, Yong-seok (National Institute of Agricultural Science, Rural Development Administration) ;
  • Kim, Sena (National Institute of Agricultural Science, Rural Development Administration) ;
  • Lee, Jin-Young (National Institute of Agricultural Science, Rural Development Administration) ;
  • Park, Young Hee (National Institute of Agricultural Science, Rural Development Administration)
  • Received : 2021.03.22
  • Accepted : 2021.11.03
  • Published : 2022.08.01
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Abstract

BACKGROUND/OBJECTIVES: The increased consumers' interests in health and food safety have increased the demand for organic foods. Many studies have been performed on consumers' purchase intentions for organic foods and their influencing factors, and various studies have shown that the prices of organic foods and the consumers' willingness to pay are important influencing factors. This study examined the payment value of organic foods and agrifood consumer competency index according to the food-related lifestyles in South Korean consumers. SUBJECTS/METHODS: A cross-sectional analysis was performed using the 2019 Consumer Behavior Survey for Food. A total of 6,176 participants aged 19 to 74 years (male: 2,783, female: 3,393) were included in the analysis. RESULTS: Three factors were extracted by factor analysis (rational consumption-seeking type, convenience-seeking type, and health, and safety-seeking type) to explain the consumers' food-related lifestyles. The results of cluster analysis suggested that consumers were classified into 3 food-related lifestyles as the 'exploratory consumers' (n = 2,485), 'safety-seeking consumers' (n = 1,544), and 'passive consumers' (n = 2,147). Exploratory consumers showed a significantly higher willingness to pay for imported organic foods (P < 0.05). Safety-seeking consumers had a significantly higher willingness to pay for domestic organic foods (P < 0.05). For the agrifood consumer competency index, exploratory consumers had the highest score, followed in order by safety-seeking consumers and passive consumers. CONCLUSIONS: These results provide basic data in understanding consumption tendency for organic foods and agrifoods based on food-related lifestyles of South Korean consumers.

Keywords

Acknowledgement

This work was carried out with the support of "Cooperative Research Program for Agriculture Science and Technology Development (Project No. PJ014709)" Rural Development Administration, Republic of Korea.

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