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http://dx.doi.org/10.17495/easdl.2016.4.26.2.152

Survey on Recognition and Purchase Decision Factors related to Organic Food in Housewives with Young Children  

Kim, Byung-Hee (Dept. of Hotel Culinary Foodservice Management, Catholic Kwandong University)
Choi, Keun-Young (Lotte Hotel)
Kang, Kun-Og (Dept. of Nutrition and Culinary Science, Hankyong National University)
Publication Information
Journal of the East Asian Society of Dietary Life / v.26, no.2, 2016 , pp. 152-162 More about this Journal
Abstract
This study surveyed recognition and purchase decision factors related organic food in housewives with young children. The most common reason for purchasing was "environmental-friendly" with 47.6%. When checking food labels, "nutritional ingredients" was the most considered (29.5%). Preference levels for organic food were in the following order: grains (26.8%) > vegetables (23.7%) > dairy (16.9%) > root and tuber crops (14.0%) > fruits (6.0%). For awareness of quality of organic food, the highest awareness factor was "safer than normal food" at $3.91{\pm}0.72$. For awareness of confidence in organic food, the highest awareness factor was "good for health" at $4.11{\pm}0.68$. For awareness of satisfaction of organic food, the highest awareness factor was "origin labeling" at $4.02{\pm}0.76$. Regarding awareness of purchasing intention of organic food, the highest awareness factor was "I will purchase organic food as possible as I can" at $4.02{\pm}0.79$. In the correlation analysis, confidence and satisfaction displayed the highest correlation (0.640), and there were other significant correlations between value/purchasing intention (0.586), confidence/purchasing intention (0.560), and satisfaction/purchasing intention (0.575). Further, the analysis showed that among value, quality, and price, only value had direct influence on the purchasing intention.
Keywords
Organic food; recognition; purchase decision factor;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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