• Journal of the Korean Society of Food Culture
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• v.32 no.5
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• pp.403-411
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• 2017

When purchasing products or services, consumers tend to purchase multiple value attributes through the acquisition of a product rather than physical characteristics. This study empirically analyzed the relations between consumption value, brand attitude, and purchase intention of customers purchasing fair-trade coffee, by dividing consumption values that would have significant effects on consumers' actual purchase behavior into five levels. Among the consumption value factors of customers purchasing fair-trade coffee, the functional value, social value, emotional value, and rare value all had significant effects on brand attitude and purchase intention while the influence of situational value on brand attitude and purchase intention was not verified. These finding are partially concordant with those of preceding studies, and the consumption value of consumers purchasing fair-trade coffee has positive effects on purchase behavior; therefore, it would be necessary for companies selling fair-trade products to understand consumers' specific values. Moreover, analysis of the influence of brand attitude on purchase intention of customers purchasing fair-trade coffee revealed that purchase intention increased when brand attitude was higher. These finding indicate that it is necessary to identify measures to increase purchase intention by targeting consumer groups with high brand attitude with intensive promotions.

• The Korean Journal of Food And Nutrition
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• v.34 no.6
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• pp.576-583
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• 2021

The purpose of this study was to estimate the influence of the determinants for home meal replacement (HMR) purchase frequency before and after COVID-19. Multinomial logistic regression was applied to the 2018~2020 Consumer Behavior Survey for Food data from the Korea Rural Economic Institute (KREI). Gender, age, number of households, monthly income, use of eating out, delivery and takeout order service, HMR food safety concern, the frequency of cooking at home, grocery shopping, and eating alone were applied as the explanatory variables to explain HMR purchase frequency. The results are as below. Compared to the previous year, the growth rate of HMR purchase frequency in 2020 was relatively high, indicating that the COVID-19 outbreak acted as a catalyst. Unlike in 2018 and 2019, there was no statistical difference in the HMR purchase frequency between single- and multi-person households in 2020, with indicating multi-person households began to emerge as one of the major HMR consumption groups. Unlike 2018, the 2020 HMR purchase frequency showed a statistically positive relationship with those of grocery shopping and eating alone. There was a positive relationship between the frequency of eating out/food delivery orders and HMR purchases. The more often cooking at home occurred, the less HMR food was purchased.

• Journal of the Korean Society of Food Culture
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• v.32 no.1
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• pp.18-26
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• 2017

The purpose of this study was to determine the relationship between conspicuous consumption tendency, brand attitudes, and purchase intentions of college students regarding eating out by limiting conspicuous consumption tendency among several psychological variables to acquire a more precise and concrete influence factor on consumption behavior to eat out. First, as for sensing other people, pursuing individuality and brand orientation among conspicuous consumption tendency of restaurant costumers had significant effects on brand attitudes, whereas the influence of status symbols and pursuing trend factor on brand attitudes was not verified. Second, as for sensing other people, pursing individuality, pursuing trends, and brand orientation factor among conspicuous consumption tendency had significant effects on purchasing intention. Otherwise, the significant effect relationship between status symbols factor and purchasing intentions was not confirmed. Third, as purchase intentions increased, brand attitudes of consumers increased according to existing research. Thus, this study suggests a more departmentalized marketing strategy method to create profits and enhance competitiveness of food service enterprises, and academic implications suggest fundamental data of relevant studies on conspicuous consumption tendency and purchasing behavior of consumers to eat out.

• The Journal of Asian Finance, Economics and Business
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• v.4 no.3
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• pp.75-83
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• 2017

This paper examines key determinants and the effect of country-of-origin on customer's purchase intention of functional food and dietary supplement product in Vietnam. Exploratory study was identified to evaluate personal and social factors on customer's buying behavior. Twenty-eight reflective constructs were adapted from literature and designed by using a seven-point Likert scale to facilitate measurement. By using non-probability convenience sampling, data was collected from a survey of 242 Vietnamese who have experienced in buying functional and supplement food. This paper employed partial least square structural equation modeling (PLS-SEM) as a technique employed to analyze the measurement and structural models. The findings provide evidence that social prestige customer perceives and their positive attitude toward functional food which are main factors influencing on consumers' purchase intention. Customer's perceived prestige plays an important role in decision-making process to purchase. The higher social prestige taken up in consumers' mind, the higher consumers' purchase intention is. Moreover, the more positive attitude customer holds toward functional food, the higher consumers' purchase intention. The research results provide useful information in current understanding of what antecedents determine factors influencing customer's intention to purchase functional food and lead to managerial implications for business strategies.

• Culinary science and hospitality research
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• v.14 no.2
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• pp.170-180
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• 2008

The purpose of this study was to measure the causal relationships between past consumption, health belief, subjective, attitude, intention and purchase of organic foods. Total 326 copies of questionnaire were completed. The structural equation model was used to measure the causal effect among constructs. The results demonstrated that the confirmatory factor analysis model provided a good model fit. The proposed model yielded a significantly better fit to the data than the baseline model and the extended model. The effects of past consumption, health belief and subjective norm on attitude and intention were statistically significant. The effects of attitude on intention and behavior to purchase organic food were statistically significant. As expected, health belief and subjective had significant effects on behavior to purchase organic foods. Moreover, past consumption, health belief and subjective norm had indirect influences on intention through mediated variables. Based on the empirical results and findings, some suggestions are provided to the institutions concerned so as to facilitate this organic sector's on-going expansion in the food industry.

• Culinary science and hospitality research
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• v.16 no.2
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• pp.258-269
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• 2010

This study examines an evaluation on the effect of service quality of food products on tourist satisfaction. Style, pleasantness, reliability, kindness, and guarantee were selected as service quality factors for this study. Also, expected effects, purchase intention, and repurchase intention were used to examine tourists' satisfaction levels. To verify the relationship between the service quality of food products and tourist satisfaction, it used one hundred twenty sample cases. The results service quality are as follows. First, the types of service quality were drawn based on the characteristics of service quality. Second, the service quality of food products had positively significant influence on the satisfaction levels of purchase behavior. Third, the types of service quality and the satisfaction levels of purchase behavior were significantly different.

• Culinary science and hospitality research
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• v.15 no.3
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• pp.248-261
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• 2009

The purpose of this study is to examine the effects of selection attribute in big discount stores upon post-purchase consumer behavior and provide reference materials required for big discount stores to develop customer satisfaction strategies. As a result, this study shows the following findings: First, product-related factors had positive effects on post-purchase consumer behavior. Second, service-related factors had positive effects on post-purchase consumer behavior. Third, store-related factors had positive effects on post-purchase consumer behavior. Conclusively, it is advisable that big discount stores provide a variety of personalized services for customers to create and attract their trust, motivating effective recommendation to their acquaintances.

• Journal of the Korea Convergence Society
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• v.9 no.8
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• pp.87-94
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• 2018

This study was conducted to determine the recognition and behavior of female workers on irradiated food. A total of 326 surveys have been analyzed. The results of the study showed that the level of knowledge was 3.411 points and the level of recognition was 2.542 points. There was a significant difference in purchase of irradiated food by level of education, affiliation, and job type; in consumption of irradiated food by affiliation, level of education, job type and work experience; in preventive behavior of irradiated food by affiliation, work experience and job type. In a correlation analysis on the factors of irradiated food, those with more knowledge and better recognition had more experience of purchase and consumption. However, preventive behavior had no significant correlation with knowledge, recognition, purchase and consumption. Therefore, for a rational selection of irradiated food, it is important to provide information and safety training on them.

• Journal of Digital Convergence
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• v.18 no.10
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• pp.527-535
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• 2020

The purpose of research is to examine mothers with elementary school children in Chungcheong and the convergence effect of recognition of food labeling standards on purchasing behavior. A two-step cluster analysis was performed for group classification according to the purchase behavior of processed foods and the collection was determined by Schwarz's BIC criteria. Three types were determined: "convenience pursuit," "large mart preference," and "high cost reverse purchase". The proportion of college graduates in 'large mart preference' was higher, the proportion of employment mothers in 'high cost reverse purchase' was higher, and the need for food labeling standards was higher in 'large mart preference'. 'Shelf life' was recognized as the most important item. 'Large market preference' scored higher in 'used materials' and 'food additives', 'nutrition labelling'. In order to improve the purchasing behavior of processed foods, above all else, it is necessary to develop customized educational media that can be easily applied to real life.

• Human Ecology Research
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• v.62 no.1
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• pp.181-196
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• 2024

This study examined the influence of perceptions of food risk and food labeling on the purchase of labeled food items and the intention to pay higher prices for safe food. Data were obtained from the Korea Rural Economic Institute's Consumer Behavior Survey for Food 2020. The analysis focused on the responses of 6,355 consumers, all of whom were mainly responsible for food purchases. The analysis investigated the moderating effect of food risk perception on the relationship between food labeling perception and the purchase of labeled food. Regarding the purchase of labeled food, statistically significant effects were noted for gender, educational level, perception of food labeling, and perception of food risk; however, the interaction effect of perceptions of food labeling and food risk was not statistically significant. With regard to the intention to pay higher prices for safe food, except for age, statistically significant effects were observed for gender, educational level, food expenditure, perception of food labeling, and perception of food risk; moreover, the interaction effect of perceptions of food labeling and food risk was significant. The results indicate that consumers reporting low food labeling perception and low purchase of labeled food were most vulnerable regarding food safety; therefore, it is necessary to provide such consumers with food label provision methods and specified education programs.