Browse > Article
http://dx.doi.org/10.14400/JDC.2021.19.3.047

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

Lee, Hong Seung (Graduate School of Business Administration, University of Seoul)
Kim, Joon-Hwan (Department of Paideia, Sungkyul University)
Publication Information
Journal of Digital Convergence / v.19, no.3, 2021 , pp. 47-54 More about this Journal
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.
Keywords
COVID-19; Food; Consumption Behavior; Z Generation; Millennial Generation;
Citations & Related Records
연도 인용수 순위
  • Reference
1 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.   DOI
2 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.   DOI
3 Statistics Korea. (2016). Future Population Forecast: 2015-2065. Daejeon : Statistics Korea.
4 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.
5 Consumer Insight Consumer Trend Research Institute. (2020. 9. 2). Changes in consumer sentiment and behavior due to COVID-19. Consumer Insight, Issue & Trend.
6 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   DOI
7 Nielsen Korea. (2020. 4.). COVID-19 Impact Report_South Korea. Nielsen Korea.
8 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/
9 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.
10 Statistics Korea. (2020. 11. 4). Online shopping trends for September 2020. Statistics Korea.
11 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   DOI
12 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   DOI
13 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   DOI
14 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.
15 P. Sherry & E. J. Barton. (1990). Executive Assessment: A comprehensive fit-based model. WA Hamel (Ed.).
16 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.