한국식생활문화학회지 (Journal of the Korean Society of Food Culture)

  • 제39권1호
  • /
  • Pages.30-37
  • /
  • 2024
  • /
  • 1225-7060(pISSN)
  • /
  • 2288-7148(eISSN)
한국식생활문화학회 (Korean Society of Food Culture)
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채식 선택 속성에 따른 채식 시장세분화 연구

A Study on Vegetarian Market Segmentation by Vegetarian Selection Attributes

  • 전도현 (서영대학교 호텔조리제빵과) ;
  • 조명대 (조선대학교 식품의약학과) ;
  • 김선희 (대덕대학교 호텔외식조리과)
  • Do-Hyun Jeon (Department of Culinary & Food Service Management, Seoyeong University ) ;
  • Myoung-Dae Jo (Department of Food and Drug, Chosun University) ;
  • Seon-Hee Kim (Department of Hotel Culinary of Daeduk University)
  • 투고 : 2023.11.20
  • 심사 : 2024.02.13
  • 발행 : 2024.02.29
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초록

Consumption market research was conducted on gradually increasing vegetarians using various selection attributes. Factors were extracted to identify vegetarian selection attributes and to divide the study cohort into groups, continuous variables (health, animal welfare, eco-friendliness, religion, familiarity, convenience, stability, and cost) and categorical variables (age, marital status, vegetarian duration, and vegetarian frequency) were simultaneously subjected to two-step cluster analysis. Cluster 1 contained high proportions of 20-29 and 30-39 year-olds, which are MZ-generation age groups. A high proportion had a vegetarian duration of 1-3 years, and the popular reasons for vegetarian selection were animal welfare and eco-friendliness. Cluster 2 contained high proportions of 50-59 and 40-49 year-olds, and many in this cluster were married, and mean vegetarian duration was ≥15 years. In addition, significant differences were observed between Clusters 1 and 2 in terms of religion, health, familiarity, cost, stability, and convenience. This study should contribute significantly to predicting vegetarian consumers' selection decisions and consumption behaviors and provide reliable marketing data for foodservice companies that develop vegetarian foods.

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