• The Korean Journal of Community Living Science
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• v.22 no.2
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• pp.223-234
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• 2011

The purpose of this study was to explain consumption experience of vitamin/mineral, aloe, calcium, red ginseng and glucosamine. It also explains influencing factors such as health related factors(importance of healthy eating, perceived role of food for health, health motivation), consumer attitude of healthy functional foods(reward from using healthy functional foods, confidence in functional foods) and individual characteristics(age, sex, education, income) on them. To do this, LIMDEP program was applied to estimate the logit model. The results of this study were as follows: 1) The levels of health motivation, reward and confidence from using healthy functional foods were found to be relatively low, while the levels of importance of healthy eating and the perceived role of food for health were found to be relatively high. It might imply that consumers would have some interest for health and food consumption. Also consumers expressed to have some experience for vitamin/mineral(50%), aloe(16%), calcium(23%), red ginseng(40%) and glucosamine(17%). 2) For influencing factors, age was found to be significantly influential to all of the products. If consumers were getting older, they were more likely to consume the products. In addition, reward from using healthy functional foods was found to significantly influence consumption experience of vitamin/mineral and calcium. If consumers perceived more reward from using vitamin/mineral and calcium, they were more likely to consume the products. For aloe, confidence in healthy functional foods was found to significantly influence consumption. Furthermore, sex was found to be a significant factor for consumption of vitamin/mineral.