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http://dx.doi.org/10.7318/KJFC.2008.23.4.462

Analysis of Consumption Values of a Seaweed Functional Food  

Cha, Myeong-Hwa (Department of Home Economics Education, Kyungpook National University)
Kim, Yoo-Kyeong (Department of Home Economics Education, Kyungpook National University)
Publication Information
Journal of the Korean Society of Food Culture / v.23, no.4, 2008 , pp. 462-468 More about this Journal
Abstract
In this study, we assessed college students' consumption values with regard to a seaweed functional food, and compared differences between the respondents' purchasing intentions and their educational levels. A self-administered questionnaire was designed and distributed to college students in Daegu/Kyungbook province. A total of 288 questionnaires were collected, and the total response rate was 96.0%. The results demonstrated that purchasing intention influenced all five consumption values. The high purchasing intention (HPI) group evidenced greater functional value, social value, emotional value, conditional value, and epistemic value than was observed in the low purchasing intention (LPI) group. However, individuals' educational levels, as related to food, influenced only the functional value and epistemic value. These results demonstrate that college students' consumption value in terms of seaweed functional foods is affected by purchasing intentions and educational experience.
Keywords
consumption value; seaweed functional food; purchasing intention;
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