Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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A Comparative Study on the Preference and Purchase/Recommendation Intention of Korean Food Menu among Major Countries by Continent

대륙별 주요국가들의 한식 메뉴 선호도와 구매 및 추천의도에 관한 비교연구

  • Hyojae Jung (Department of Nutritional Science and Food Management, Ewha Womans University) ;
  • Youngkyung Kim (Department of Nutritional Science and Food Management, Ewha Womans University) ;
  • Youngsuk Kim (Department of Food Science and Biotechnology, Ewha Womans University) ;
  • Jieun Oh (College of Science and Industry Convergence, Ewha Womans University)
  • 정효재 (이화여자대학교 식품영양학과) ;
  • 김영경 (이화여자대학교 식품영양학과) ;
  • 김영석 (이화여자대학교 식품생명공학과) ;
  • 오지은 (이화여자대학교 신산업융합대학)
  • Received : 2023.09.15
  • Accepted : 2023.12.11
  • Published : 2024.02.29
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Abstract

Food is essential for sustenance and reflects a country's identity, making it crucial to identify the cultural needs for effectively localizing Korean food. This study surveyed 825 adults from four continents (eight countries) to examine their preferences, familiarity, and attitudes toward Korean food. Significant correlations(p< .001) were found between the familiarity and preference for Korean food, with variations observed across continents. Among the representative Korean food items, the average preference score was 4.67, and the purchase/recommendation intention score was 4.88. Seven items received above-average ratings (e.g., gogi-deopbap and kimchi-bokkeumbap), while some items showed high liking but low purchase/recommendation intention (e.g. dak-jjim and galbi-jjim). In addition, items such as gimbap and tteokbokki had high purchase/recommendation intention but low liking, and kimchi and vegetable foods etc. received low liking and purchase/recommendation intentions. In terms of the preferred meat according to the cooking method and seasoning, beef respondents preferred grilled·stir-fried and soup·stew·hot pot cooking methods, while pork or chicken respondents preferred grilled·stir-fried and frying methods. Soy sauce was the most preferred seasoning for all meat responses, followed by red pepper paste. These research findings provide fundamental data for developing Korean food products, segmented by continent.

Keywords

Acknowledgement

본 연구는 대한민국 농림축산식품부 '시장 트렌드에 맞춘 K-FOOD 천연향료 개발 및 상용화'(과제번호: 322020-5)의 지원을 받아 수행되었습니다.

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