Korean Journal of Organic Agriculture (한국유기농업학회지)

Korean Association of Organic Agriculture (한국유기농업학회)
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A Study on the Effects of Food-related Style for Purchase and Willingness-to-Pay of the Meal-kit

식생활스타일이 밀키트 구매의사 및 지불의사금액에 미치는 영향

  • 이유진 (농촌진흥청 농산업경영과) ;
  • 양성범 (단국대학교 환경자원경제학과)
  • Received : 2023.02.03
  • Accepted : 2023.04.18
  • Published : 2023.05.31
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Abstract

This study analyzed the willingness to pay for meal kit products of Millefeuille Nabe and Gambas al-Ahiyo, and willingness to pay and purchase intentions according to various characteristics to suggest a meal kit marketing strategy that reflected consumer preference. It was found that the price of meal kits is higher than the price of individual ingredients and lower than the price of meal kits in the current market. The willingness to pay for Millefeuille Nabe is higher in the group that pursues quality and taste, and the more satisfied with the certification system, the higher their willingness to pay for both Millefeuille Nabe and Gambas al-Ahiyo. In addition, the higher the satisfaction with the pleasure, taste, and price of the meal kit, the higher the intention to purchase in the future. Therefore, to increase the willingness to pay and purchases intentions in the future, the quality of meal kit ingredients must be carefully revised and supplemented, and various products are developed and reflected in the marketing strategy.

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