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A Study of Factors affecting Purchase Decision and Attitude of Dieticians regarding Environmentally-Friendly Agricultural Products in School Meals  

Ahn, Sun-Choung (Division of Food Science & Culinary Arts, Shin Han University)
Publication Information
Culinary science and hospitality research / v.21, no.4, 2015 , pp. 192-206 More about this Journal
Abstract
A study was conducted on dietitians in the Gyeonggido area to analyze the effect of purchase decision and attitude related factors regarding environmental-friendly agricultural products. The results of the factor analysis, correlation analysis and a multiple regression analysis are as follows. Many dieticians prefer environmental-friendly agricultural products, but they are reluctant to pay more money to purchase them. It was found that purchasing decision factors were 'loyalty' at 0.920, 'perceived quality' at 0.791, 'awareness' at 0.862, and 'brand' at 0.801. To conclude, the research result shows a statistically very close and positive correlation between the dieticians' attitude on environmental-friendly agricultural products and purchase decision. Other factors of quality(r=.296, p<.01), brand(r=.350, p<.01), loyalty(r=.558, p<.01), and awareness (r=.496, p<.01) acted as the most meaningful and significant variables. In short, of the dieticians surveyed in Gyeonggido province, the more favorably disposed to organic products, the more likely they are to purchase them. Accordingly, it is necessary for dieticians to be educated so that they may have greater awareness of environmental-friendly agricultural products. Furthermore, there is a need for more follow-up studies in order to gain an understanding of how to improve dieticians' attitudes on using organic products.
Keywords
environment-friendly agricultural products; attitude; purchase decision; school meals; trust; consumption behavior;
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