• Journal of Distribution Science
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• v.14 no.4
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• pp.117-125
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• 2016

Purpose - As consumers' needs for purchasing fresh and safe food have been bigger in Korea, their interest in local food is also growing recently. So, the number of local food stores has been increased from 3 in 2012 to 103 in 2015. Local food stores should operate a business responding consumers' needs in order that local food stores are not to be a one-time fad. Therefore, the purpose of this study is to analyze the characteristics of consumers who use a local food store and provide helpful implications to design a strategy for sustainable growth of local food store. Research design, data, and methodology - In this study, Probit model was used for empirical analysis in order to examine the effect of purchase choice attributes of agricultural products, consumer's satisfaction, and their demographic factors upon the intention to use a local food store. After estimating coefficients of the probit model, marginal effects were calculated as a standard normal, and cumulative distribution is differentiated with respect to explanatory variables. To collect the data, questionnaire survey was carried out with the consumers using the local food store (Youngjin Nonghyup near to Jeonju city located in Jeollabuk-do). Result - The data analysis found that the more consumers are satisfied with local food store, the higher intention they have to use the local food store. In addition, it was known that the factors related to quality of agricultural products and shopping convenience among the purchase choice attributes have a considerable impact on the purchase intention of a local food store. In demographic factors, income was turned out to be an important factor affecting purchase intention of local food. Such a result supports the hypothesis that high income consumers are likely to purchase local food, which is based on the inference that consumers who have a high income tend to pursue wellbeing life. Futhermore, information delivery, through a reputable media source among general factors, was known to play an important role in forming an intention to purchase local food. According to the analysis of marginal effects, probability of purchase intention of a local food store is increased by 11.4%, if a monthly average income of a household is above 4.5 million Won(Korean currency). If purchasing satisfaction with local food stores is high, the probability of purchase intention would be increased by 24.1%. Likewise, such a probability goes up by 8.7%, 5.8%, respectively as an increasing one unit of quality of agricultural products and shopping convenience of local food stores, respectively. Conclusion - For attaining sustainable growth in a local food store, it is considered necessarily to establish a proper store operation system to meet consumers' needs, especially for quality and shopping convenience of local food. Moreover, as it was found that appropriate communication through media source has a positive effect on the intention to use local food store, PR activity seems to be necessary to expand the consumers' demands for local foods.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.5
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• pp.951-959
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• 2021

The study investigated the effect of food safety knowledge, food safety trust and the factors influencing organic food purchase intention in the 'new normal' of the COVID-19 pandemic. The study employed non-contrived and cross-sectional methods. The data was collected in Malaysia using convenience sampling. A total of 330 valid questionnaires were analyzed using Structural Equation Modelling (SEM) and PROCESS for hypothesis testing. The study revealed a significant relationship involving food safety knowledge on personal attitude, perceived social pressure, and perceived autonomy. Moreover, organic food purchase intention was found to be influenced by personal attitude, perceived social pressure, and perceived autonomy. Interestingly, trust in organic food safety moderated the relationship between perceived autonomy and organic food purchase intention. The study proved valuable for stakeholders and organic food producers to understand the 'new normal' COVID-19 market scenario for a sound understanding of the market and the sustainability of the organic food industry. A new research framework is proposed and validated, related to individual purchase decision in global health issues which is limited in current literature. Hence, the study contributed to a better comprehension of green consumerism mainly in the Asian market.

• Journal of Information Technology Applications and Management
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• v.28 no.2
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• pp.35-41
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• 2021

This study sought to find importance factors for the quality of Mongolian consumers' evaluation for fresh food through online purchase. To compare the priorities of factors determining the choice of service quality of online purchase for fresh food, this study used a decision model using the appropriate Analytic Hierarchy Process (AHP). Through a prior study, the main factors of quality were classified as delivery quality, product quality, marketing, and system quality, respectively According to the results of AHP the quality of deliver information and deliver duration time under delivery quality are the main factor, followed by hygiene and freshness of product quality were the next highest. When consumers purchase fresh food through an online market. they considered deliver information, delivery duration time, hygiene, freshness, and deliver cost as important factors.

• Journal of Families and Better Life
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• v.25 no.6
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• pp.15-32
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• 2007

This study is to assess the level or consumer's attitude or food safety and their effects on the purchase or environment friendly agricultural products. For these purposes, the survey was implemented to 550 adults who resided in Seoul and metropolitan area. As a results, a lot of respondents perceived the five food hazards, pesticides, food additives, BSE, chemical materials, GMOs as the severest food risks. Results revealed that women, the most educated, married, and the older respondents were more likely to be negative about food safely. And Also, consumer's knowledge of environment friendly agricultural products was lower than the median. The respondents who have bought environment friendly agricultural products were 80.5% of the entire respondents. Also, the educated and the consumers who had the knowledge of the environment friendly agricultural products started to purchase them. The consumers who had higher income, perceived the food hazards(BSE), assessed agricultural products safety negatively, had willingness to pay them and more knowledge of environment friendly agricultural products were likely to purchase them usually.

• The Korean Journal of Food And Nutrition
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• v.30 no.1
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• pp.105-111
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• 2017

This study was performed to provide fundamental data on the convenience foods purchase according to the food-related lifestyle. The subject was 250 Chinese students in South Korea region through a self-administered questionnaire. A factor analysis extracted five comprising food-related lifestyle, which we named health seeking (factor 1), taste seeking (factor 2), easy seeking (factor 3), popularity seeking (factor 4) and safety seeking (factor 5). According to the results of the reliability analysis, the food-related lifestyle showed an average of 3.16 and 0.813 for Cronbach's alpha coefficient. There were significant differences for the selection of convenience foods according to health seeking (p<0.05). Also, the popularity seeking and easy seeking lifestyle factors showed significant differences for the reason the purchase criteria of convenience food (p<0.05). There was not significant differences in convenience foods of selection criteria according to health seeking, taste seeking, easy seeking, popularity seeking and safety seeking types (p<0.05). A significant positive result of the internal characteristics of convenience foods purchase (p<0.05) was shown for the health seeking and taste seeking. A significant positive result of the external characteristics of convenience food purchase (p<0.05) was shown for the health seeking, taste seeking and safety seeking. In the correlation between convenience food purchase factors, the correlation coefficient of nutrition and ingredients are highest with 0.46, 0.445 in cooking and price, 0.441 in ingredients and expiry date, 0.383 in brand and price, 0.361 in taste and easy. In conclusion, this study presented the desirable direction of convenience food consumption in Chinese students.

• Journal of the Korean Society of Food Culture
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• v.39 no.1
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• pp.1-12
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• 2024

Food is essential for sustenance and reflects a country's identity, making it crucial to identify the cultural needs for effectively localizing Korean food. This study surveyed 825 adults from four continents (eight countries) to examine their preferences, familiarity, and attitudes toward Korean food. Significant correlations(p< .001) were found between the familiarity and preference for Korean food, with variations observed across continents. Among the representative Korean food items, the average preference score was 4.67, and the purchase/recommendation intention score was 4.88. Seven items received above-average ratings (e.g., gogi-deopbap and kimchi-bokkeumbap), while some items showed high liking but low purchase/recommendation intention (e.g. dak-jjim and galbi-jjim). In addition, items such as gimbap and tteokbokki had high purchase/recommendation intention but low liking, and kimchi and vegetable foods etc. received low liking and purchase/recommendation intentions. In terms of the preferred meat according to the cooking method and seasoning, beef respondents preferred grilled·stir-fried and soup·stew·hot pot cooking methods, while pork or chicken respondents preferred grilled·stir-fried and frying methods. Soy sauce was the most preferred seasoning for all meat responses, followed by red pepper paste. These research findings provide fundamental data for developing Korean food products, segmented by continent.

• Science of Emotion and Sensibility
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• v.22 no.3
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• pp.65-76
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• 2019

Augmented reality (AR) is the technology in which a virtual image made by computer is integrated with the real world. Food is one of the most popular products purchased online. In this study, we investigated how the presentation of food images with AR affects purchase intention and user engagement. We hypothesized that purchase intention was increased more by AR food images than by static food images. We also examined whether user engagement mediates the relationship between image presentation format and purchase intention. To test this hypothesis, participants in one group saw AR food images, and participants in another group saw static food images on an iPad. All participants then answered questions about user engagement and purchase intention. As predicted, participants who saw an AR food image reported higher user engagement and higher purchase intention than did those who saw a static food image. The indirect effect of user engagement was also significant, and the link between image presentation format and purchase intention was fully mediated by user engagement. We also found that aesthetic appeal, one of the sub-factors of user engagement, fully mediated the link between image presentation format and purchase intention. Thus AR images of food images were aesthetically more appealing, which led to higher purchase intention. These findings suggest that AR technology can be used effectively as a way to advertise food.

• Journal of the Korean Society of Food Culture
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• v.35 no.5
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• pp.440-449
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• 2020

This study examined the factors influencing the purchase intention of meat substitutes. A survey was conducted on 589 consumers in Korea (297 people) and China (292 people). The perception of meat substitute foods was lower in Korean consumers than in Chinese consumers, but there was no significant difference. The purchase intention of meat substitute foods was lower in Korean consumers than in Chinese consumers (p<0.01). Korean consumers' perception of meat substitute foods was higher in males than in females (p<0.01). The purchase intention of meat substitute foods also showed the same trend (p<0.001). Chinese consumers' perception of meat substitute foods was higher in males than in females. The overall purchase intention of meat substitute foods was significantly higher in males than in females (p<0.05). The perception of meat substitute foods by Korean consumers' was higher in their 40s and 50s than in their 20s and 30s. The purchase intention of meat substitute foods was also high in their 40s and 50s (p<0.01). On the other hand, the perception of meat substitute foods by Chinese consumers' was higher in their 20s and 30s than in their 40s and 50s (p<0.01). The purchase intention of meat substitute foods also showed the same trend (p<0.01). Korean consumers' perception of meat substitute foods had a significant positive effect on the purchase intention of meat substitutes (p<0.001). Chinese consumers' perception of meat substitute foods also had a significant positive effect on the purchase intention of meat substitute foods (p<0.001). Overall, food technology neophobia has a significant negative effect on the purchase intention of meat substitutes (p<0.05).

• Journal of Consumption Culture
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• v.15 no.3
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• pp.67-90
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• 2012

When consumers choose healthy foods, they base their buying decisions on health-related food labeling and quality assessment of taste, health, and price. Moreover, both purchase experience and opinions of family and friends affect consumer choices. Focusing on these points, this study examined the effects of health-related food labeling on consumer choices by adding two variables-quality assessment of taste, health, and price and purchase experience-to the model of the theory of planned behavior. We also used structural equation modeling to test our hypotheses. In the study, health-related food labeling includes organic labeling, nutrient claims, and food additive labeling. We conducted a mail survey among 300 married women who buy cheese slices for their children more than once a month. It was discovered that health-related food labeling positively affected the level of quality assessment of taste, health, and price, and consequently led to positive attitudes and purchase intentions. Particularly, health-related food labeling positively influenced attitude toward using products without assessing the quality of taste, health, and price. The level of quality assessment of price positively affected attitude toward using and purchasing products, and purchase experience positively affected attitude toward using and purchasing products, and purchase intentions. The relationship between attitude to purchasing products and purchase intentions was the most positive, and the relationship between perceived behavioral control and purchase intentions was not significant. Overall, this study essentially contributes to the development of a theoretical framework of food labeling and consumer choices, which includes quality assessment of taste, health, and price and purchase experience, by using the theory of planned behavior.

• Journal of Distribution Science
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• v.18 no.9
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• pp.19-30
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• 2020

Purpose: As an environmental concern increases, customers pay more attention to purchase organic food. While customers' purchase intention of organic food has been widely studied, there are lacks of researches regarding the moderation effect of environmental concern and the interactive effect of level of education based on the Theory of Planned Behavior (TPB). This study examines the influence of level of education and environmental concern on purchase intention based on the Theory of Planned Behavior and organic food in Vietnam. Research design, data and methodology: The methodology of mixed methods of qualitative and quantitative is applied with a survey of 420 customers being conducted to collect data from three biggest cities in Vietnam: Ho Chi Minh, DaNang and Hanoi. SPSS 23 and SMART-PLS 3.2 are used for data analysis. Results: The result shows that the customers have more environmental concern which increases their attitude to the intention of purchasing organic food. Moreover, there has not the three-way interactive effect of level of education, environmental concern and attitude on purchase intention toward organic food. Conclusions: This enriches the existing literature with the moderation of environmental concern to the relationship between attitude and purchase intention toward organic food in Vietnam based on the Theory of Planned Behavior.