• Journal of Distribution Science
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• v.11 no.1
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• pp.45-53
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• 2013

Purpose - The environment-friendly agricultural product market in Korea sees continual high growth. Recently, the Korean government has been actively fostering environment-friendly agriculture as an engine of future growth. Korean people have increasingly become more health-conscious and interested in food safety issues. Many distribution and retailing companies have responded with various promotional activities. However, most of these are not strategic and appear to have unsatisfactory outcomes. The main purpose of this paper is to suggest effective marketing strategies for environment-friendly agricultural products. To achieve this aim, the study empirically investigates the effects of consumer characteristics and trust on the purchase intention of environment-friendly agricultural products. Research design, data, methodology - Based on the theory of planned behavior, and previous studies related to the purchase intention and consumption of environment-friendly agricultural products, we set up five study hypotheses. These related to the demographic characteristics of consumers, purchase intention, and behavior of the products. We then set up a study model and four study hypotheses relating to health consciousness, environmental consciousness, consumer trust level, purchase intention, and behavior of the products. The data were collected using a questionnaire given to consumers living in Seoul and southern Geonggi Province. The final sample size is 403 and mean age is 44.3. SPSS 15.0 for Windows and Amos 7.0 were used as statistical analysis tools. Meaningful results were derived using frequency analysis, correlation analysis, a t-test, and structural equation modeling. Results - Empirical results of this research are as follows. (1) First, it is shown that consumers consider such attributes as intimacy and health to be important when they buy environment-friendly agricultural products. (2) We also found that consumers recognize the value of environment-friendly agricultural products as high, but their trust level as low. (3) Consumer groups consisting of married couples, with higher education, higher income, and higher age are shown to have a higher intention of buying environment-friendly agricultural products than any other consumer group. (4) It is estimated that the level of consumer trust positively affects the purchase intention of environment-friendly agricultural products. The path coefficient (.138) between consumer trust and purchase intention is statistically significant at the α = .05 level. (5). It is also estimated that environmental consciousness positively affects purchase intention. The path coefficient (.245) between environmental consciousness and purchase intention is statistically significant at the α = 0.05 level. The standardized path coefficients of consumer trust and environmental consciousness with purchase intention are .556 and .288 respectively. Therefore, consumer trust affects purchase intention more than environmental consciousness. (6) Finally, purchase intention is estimated to positively affect purchase behavior. Conclusions - Based upon empirical results, this research suggests that marketers of environment-friendly agricultural products should focus more on increasing consumer trust levels, emphasizing the training and education of employees. The government also should pay attention to a standardized certification system for environment-friendly agricultural products. Marketers of environment-friendly agricultural products should consider the consumer groups of married couples, with higher education, higher income, and higher age as a major target segment.

• Korean Journal of Human Ecology
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• v.10 no.4
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• pp.317-332
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• 2001

The purpose of this study was to find the purchase behavior and satisfaction levels of wholesale discount store customers. Three hundred and eighty housewives who had buying experiences from wholesale discount stores at Gunpo city, Kyeonggi province were selected. The questionnaire survey method was conducted during August 3 to August 9, 2000. The major findings were as follows ; First, the major customers using wholesale discount store were found to be age over thirties and they bought food, such as vegetables and processed food stuffs. They visited wholesale discount store once or twice a week and spent $10{\sim}50$ thousand won each purchasing. Second, most customers evaluated positively wholesale discount store, on the other hand they experienced compulsive buying or had the desire for it. Third, though they visited wholesale discount store because of lower price than other stores, they didn't agree that they were saving money through using wholesale discount store. Forth, housewife-customers' satisfaction level about whole sale discount store was not so high. Among the factors suggested, they were satisfied comparatively with the comfortable counter atmosphere and parking lot, and were dissatisfied comparatively with the long waiting time at cashier.

• Journal of the Korean Society of Food Culture
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• v.28 no.6
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• pp.594-602
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• 2013

This study investigated consumer perception and purchase behavior regarding Han-gwa (traditional Korean confection) in housewives residing in the Seoul and Gyeonggi area. This study was conducted by self-administered questionnaires. Out of 839 questionnaires, 713 questionnaires (85.0%) were used for statistical analyses including frequency analysis, the Chisquare, and one-way ANOVA. Based on the data collected, independence variables were divided less than 40 years (<40), 40s, 50 years or higher (50) by age. The major findings were as follows; Firstly, 72.1% of the total respondents had the experience of purchasing Han-gwa. Gangjeong was the most popular item among purchased. As the purpose of purchasing, holiday gift and snack was on the highest rank. Hypermarkets / discount stores (48.9%) was the most common place for the place of purchase. Secondly, there was a significant difference in the perception of Han-gwa by age; respondents aged 50 years or older showed more positive perception in Han-gwa in 3 factors among total of 11 factors. Thirdly, for the popularization of Han-gwa, 'too sweet taste (44.2%)' and 'small portion size (22.9%)' were pointed to be improved by respondents. Results of this study indicate that 1) Yu-gwa and Yak-gwa require new product development based on age segmentation, and health and food safety are important variables considered when housewives purchase Han-gwa.

• Journal of the Korean Society of Food Culture
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• v.25 no.6
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• pp.708-718
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• 2010

This study was conducted to examine the effects of a healthy dietary life and purchase of environmental-friendly food materials according to a mother's lifestyles of health and sustainability (LOHAS) attitudes. The subjects consisted of 295 mothers. The findings are summarized as follows. The mother's LOHAS attitude index averaged 3.39 points out of 5 points. High LOHAS attitude items were "I participate actively in separating the trash collection" (4.16 points), and "I recycle dresses that I do not wear by taking them to the recycling center" (4.08 points). In contrast, LOHAS attitude items for "I do community service activity on the weekend" (2.57 points), and "I try to serve in the local community" (2.63 points) scored very low. A high LOHAS behavior index occurred for mothers who were "resource saving", whereas "social welfare" scored low. Mother's intention to purchase environmental-friendly food materials averaged 3.61 points. Mother's health dietary life attitude score averaged 3.52 points. When age, monthly income, and the environmental-friendly food materials purchase ratio of the mother was high, the health dietary life performance was high. The LOHAS attitude index of mothers had an impact on the purchase intention of environmental-friendly food materials in resource saving and environmental-friendly oriented propensity groups. The LOHAS attitude index of mothers impacted healthy dietary life in environmental-friendly, family and health oriented propensity groups.

• Korean Journal of Artificial Intelligence
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• v.7 no.1
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• pp.5-12
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• 2019

The study is to identify the factors influencing Chinese consumers' intentions to purchase organic food based on Theory of Planned Behavior (TPB) model. This research concentrates on the moderating effect of gender during the process. An offline investigation was used for the research purpose. Data for the study was gathered from February to March 2018. The total of 260 valid responses was used for this analysis. An online questionnaire was distributed through Email to Chinese consumers living in major cities of China and abroad to collect the data. Multi group analysis and model comparison were conducted to examine the moderating effect of gender. Our results support previous researches suggesting that gender moderates the relationship between attitude and behavioral intention. However, surprisingly, no significant moderating effect of gender on the relationship between subjective norms and behavioral intention was found. This paper revisited TPB antecedents and the moderating effect of gender focusing on Chinese organic food markets. The findings provide essential managerial implications to the marketers in this industry. Further research could examine whether TPB model can be applied to other potential purchasing groups.

• Korean Journal of Agricultural Science
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• v.39 no.2
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• pp.299-306
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• 2012

This study conducted an internet survey to explore consumers' behaviors for reducing food wastes and to examine factors affecting their actions. Consumer survey demonstrates that food preparers at home purchase foods two or three times a week on average and most of food wastes are generated in the process of cooking preparation. Results show that consumers who purchase foods at supermarket reduce food wastes by frequently buying a small amount of foods and checking the expiration date. Consumers with higher income diminish food wastes by purchasing appropriate amount of foods. Interestingly, if husband and wife work together for a living, they are more active for decreasing food wastes compared to a single worker.

• Korean Journal of Community Nutrition
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• v.24 no.5
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• pp.374-383
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• 2019

Objectives: This study analyzed Japanese consumers on their sauce consumption, and assessed the relationship between consumer innovativeness and consumption behavior for new sauce products. Methods: The survey was completed by local consumers visiting Korean restaurants in Osaka, Japan, in September 2018. The demographic characteristics, consumption of sauce, consumer innovativeness, and factors of theory of planned behavior were evaluated. Totally, 150 collected data were analyzed using the IBM SPSS Statistics 25.0 Program (IBM SPSS INC, Armonk, NY, USA). Results: Results of the survey indicate that Japanese consumers purchase a sauce by considering the taste and food utilization. Sauce purchases were maximum at mega markets and supermarkets. The consumer innovativeness for Japanese consumers was based on 3 factors: 'Purchasing adventurous products (3.51 ± 0.96)', 'Active information seeking (4.36 ± 1.11)', and 'Interactive information seeking (4.33 ± 1.02)', where the tendency of 'Active information seeking' was the highest innovativeness factor. Furthermore, higher values of perceived behavior control (4.68 ± 1.21), attitude (4.66 ± 1.41) and subjective norm (4.39 ± 1.28) were revealed, when assessing for theory of planned behavior factors. Correlating the variables of consumer innovation and factors of planning behavior theory, 'Active information seeking' is a positive attribute for attitude (p<0.016), subjective norm (p<0.001), and perceived behavior control (p<0.002). These 3 factors also had significantly positive effects on purchase intention for new sauce product (p<0.000, p<0.000, and p<0.002, respectively). Attitude was determined to be another very influential variable for purchase intention of a new sauce product (B=0.484, t=6.881). Conclusions: The results of this study determine the consumption patterns of sauce for the Japanese consumer, and the relationship between consumer innovativeness and consumption behavior for Korean traditional sauces. We believe the data generated from this study will help determine a marketing strategy to enter the Japanese market.

• Journal of the FoodService Safety
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• v.4 no.2
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• pp.48-54
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• 2023

The study explores the impact of nutritional information on calorie prediction and purchase intent. Administered through self-report questionnaires, the research employs two types of stimuli to assess the influence of nutritional information. Hamburger set images, with or without accompanying nutritional details, were randomly presented to simulate the prevalent mobile app environment for fast-food delivery. Respondents were tasked with predicting calorie content and indicating purchase intent on a Likert 7-point scale. Results show a significant difference in calorie prediction based on the presence of nutritional labeling. While consumers expect positive health effects by estimating more exact calorie information with nutritional labeling, it doesn't significantly influence purchase intent. The study also examines consumer awareness and preferences regarding nutritional labeling policies, emphasizing the need for education and promotion. Most participants recognize the necessity of mandatory nutritional labeling in fast-food establishments, especially through delivery applications, to support healthier choices and prevent obesity.

• Journal of Korean Home Economics Education Association
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• v.18 no.4 s.42
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• pp.173-192
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• 2006

The purpose of this study was to provide basic data for developing nutrition education program focusing on the health-oriented food choice and purchase which affect the adolescents' health. The data was collected by means of questionnaire from the total of 273 students who were living in cities and myun district and final 253 questionnaires were analyzed by using the SPSS/WIN 10.0 program. The results are summarized as follows. First, the major source of information on food was mass media, especially advertisement and students spent $20{\sim}30%$ of allowance on food purchase. The students purchased cookies or ice cream mainly, once every 2-3 days at the store near house, after school, for appeasing hunger or thirst. The influence of gender, mother's education level, economic status of family, the amount of allowance, the period of receiving allowance, the details of allowance recording, school location on food purchasing behavior were significant(p<.05). Second, the price and taste were the most important factors when the students purchase food. Nutrition and food sanitation/safety were considered less important by the students. The factors considered when the students purchase food were significantly different between Sender, father and mother's education level, and the amount of allowance(p<.05). Third, middle school students' food purchase behavior were influenced by advertizement, friends, parents. The influence of advertisement, friends, parents when the students purchase food were significantly different between gender, mother's career, economic status of family, and the amount of allowance(p.<05). From tile result of this study, the middle school students consider price and taste more than the other factors related nutrition and health in purchasing foods. Therefore, it will be necessary to develope and enforce nutrition education program focusing on how to choose and purchase safe, nutritious, delicious and cheap foot for adolescents.

• Journal of Korean society of Dental Hygiene
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• v.9 no.4
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• pp.874-884
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• 2009

Objectives : This study was to investigate the level of oral health concern and the purchase behavior of environmental friendly agricultural products and to determine the relationship between oral health concern and the purchase behavior of environmental friendly agricultural products. Methods : The subjects were 99 male(29.7%) and 234 female(70.3%), who were over 20 years with mean age of 39.6 years. The data was collected using personal interviews and a self administrated questionnaire from August 1 to September 30, 2008. Oral health concern was measured using the 7-items, and the purchase behavior of environmental friendly agricultural products was measured using the 7-items. The data were analysed with t-test, one-way ANOVA and multiple logistic regression using the SPSS 15.0 windows. Results : Regarding oral health concern, the subjects was a mean of 2.86 out of a maximum 5 points. There were differences in the level of oral health concern according to the purchase behavior of environmental friendly agricultural products(experience, period, frequency, price, weight). Conclusions : These results suggest that the strategies of habitual use environmental friendly agricultural products to put in practice oral health promoting behavior is needed to improve quality of life in people.