• The Journal of Asian Finance, Economics and Business
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• v.8 no.1
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• pp.915-925
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• 2021

The study investigates some psychological and environmental factors affecting the intention to purchase organic foods of consumers in the inner-city of Hanoi. Impact factors applied for the study include three psychological factors (health concern, environmental concern, consumer awareness of organic foods) and seven environment factors (family's opinion, friends and colleagues' opinion, influence of celebrities, expert's opinion, social status, mass media, state's encouragement). We analyzed research data from 396 consumers to measure the impacting level of these factors. The convenient sampling method was used to collect the research sample. The measurement applied a 5-point Likert scale classifying from 1-completely disagree to 5-completely agree. Based on previous studies, the research model was recommended. We had estimated the reliability of the scales through Cronbach's Alpha and composite reliability. The research data is analyzed by using Structural Equation Model method (SEM). The findings of the study suggest that psychological factors (health concern, environmental concern, consumer awareness of organic foods) had a significantly positive influence on consumer's purchase attention toward organic food. The results also revealed that environmental factors (family's opinion, friends and colleagues' opinion, influence of celebrities, expert's opinion, mass media) were positively linked to consumer's purchase attention toward organic food.

• The Korean Journal of Food And Nutrition
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• v.29 no.6
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• pp.952-961
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• 2016

The objective of this study is to examine the effects of consumer beliefs regarding three food certifications on their behavioral intention and the behavioral intention biases to purchase (purchasing intention biases) certified agricultural products as predicted by a subjective probability model. The food certifications used for this study are 'Organic food', 'Traceability system of food products,' and 'Hazard Analysis Critical Control Point (HACCP)'. Tofu (bean curd) was selected as being representative of agricultural food products, for the purposes of this study. In 2016, we surveyed 243 consumers regarding the strength of their belief regarding their prior beliefs relative to each certification, as well as the strength of their intention to purchase certified tofu based on their belief strengths for this study. The study resulted in the following findings: Firstly, consumers hold more than two different prior beliefs for each of the three certifications included in this study. Consumers' prior beliefs regarding these certifications have an impact on their consideration as to whether they plan to buy those certified agricultural products. Secondly, consumers try to persuade themselves to ensure that their particular belief about the product's certification could lead to a purchasing decision regarding that agricultural product.

• Journal of the Korean Society of Food Culture
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• v.35 no.2
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• pp.181-192
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• 2020

This study aimed to identify whether or not four service situations varying according to positive and negative combinations of physical evidence and functional service influence store image and purchase behavioral intentions of customers at bulgogi restaurants. The video-scenario technique was used for the study. Data were analyzed with the SPSS (Window 19.0) package using frequency analysis, one-way ANOVA, 2 by 2 factorial ANOVA, exploratory factor analysis, and multiple regression analysis to confirm the hypotheses. The combined effect of functional service and physical evidence influenced store image and purchase intention. In terms of seperate effect of physical evidence and functional service, the effect of employee service on store image was more powerful than that of physical evidence, even though the effect differed depending on the situation. Purchase intention was only influenced by functional service quality from employees under the four different scenarios. Thus, when opening a Korean restaurant, proper management of tangible evidence suitable to service, and the prices expected from local customers should be determined. Additionally, extremely high or low levels of physical evidence management should be avoided.

• Culinary science and hospitality research
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• v.20 no.4
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• pp.193-209
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• 2014

The purpose of this study is to figure out the effects of consumers' recognition and shopping motives for local food on purchase behaviors. To achieve this, a survey was carried out to 350 consumers who have experienced in purchasing local food in Wanju from May 21 to May 30, 2014. The results were as follows. First, the effects of consumers' recognition for local food on purchase behaviors showed that cognitive, regional, sanitary and public perspectives had a positive effect on repurchase intention(p<.05). Cognitive and sanitary perspectives had a positive effect on recommendation intention(p<.01). And cognitive, ecological, regional, sanitary and public perspectives had a positive effect on preference(p<.05). Second, the effects of consumers' shopping motives for local food on purchase behaviors showed that while convenient and economic motives had a positive effect on repurchase intention(p<.001), a hedonic motive had a negative effect on repurchase intention(p<.001). While convenient and economic motives had a positive effect on recommendation intention(p<.01), a hedonic motive had a negative effect on recommendation intention(p<.001). And convenient and economic motives had a positive effect on preference(p<.001). In other words, consumers' recognition and shopping motives for local food had positive negative effects on purchase behaviors. As stated above, cognitive, regional, sanitary and public perspectives they are usually hearing had a positive effect on the consumption of local food.

• Culinary science and hospitality research
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• v.23 no.2
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• pp.135-145
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• 2017

The purposes of this study were to verify the effects of HMR (Home Meal Replacement) brand image on purchase intention and brand loyalty. In addition, the mediating role of brand trust was also examined between purchase intention and brand loyalty. This survey was conducted with those who have bought HMR in Seoul and Kyonggi area, Korea, using a convenience sampling method. After a total of 300 responses were collected, 275 were used for the analyses. Both standard and hierarchical multiple regression analyses were conducted to test the hypotheses. The results are as follows. First, it was found that emotional image had an effect on purchase of HMR but that social image did not have an effect on purchase of HMR. Second, purchase intention of HMR significantly impacted brand loyalty. Third, brand trust of HMR was found to mediate the relationship between purchase intention and brand loyalty of HMR. These findings provide practical implication for researchers and marketer regarding relationship marketing strategy in the HMR context.

• The Korean Journal of Food And Nutrition
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• v.27 no.3
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• pp.393-399
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• 2014

The purpose of this study is to analyze the LOHAS tendency of new seniors' and its effects on the attitude and purchase intention for environmental-friendly food materials. Data were collected through a questionnaire survey from random sample of 162 senior customers in Seoul and Kyunggi area. The LOHAS tendency of new seniors can be divided into three factors; environmental-friendly, sustainability and sociality. Environmental problems affected the environmental-friendly factor the most while manufacturing techniques for sustainable products and recycling habits were key variables for the sustainability factor. The idea of companies sharing their value system of LOHAS tendency was the most significant for the sociality factor. Each of these LOHAS tendency factors influenced the purchase intention of the new seniors.

• The Journal of the Korea Contents Association
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• v.12 no.11
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• pp.358-367
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• 2012

Recently, The development of information and communication technologies is having a very strong effect on the agri-food industry. Especially, agri-food content utilizing social network services such as Facebook and Twitter led to direct communication with consumers stirred into a new distribution channel. The purpose of this paper is to provide way to successful utilization of agri-food contents and improvement of purchase intention. The results of analyzing the relation between the three characteristics of SNS-social presence, conversation and interaction frequency-, consumer satisfaction and purchase intention are summarized as follows. First, characteristics of SNS of social presence and conversation have a positive effect on consumer satisfaction. Second, the interaction frequency does not have positive effect on consumer satisfaction. Finally, the consumer satisfaction has a positive effect on purchase intention.

• The Journal of the Korea Contents Association
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• v.15 no.5
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• pp.515-522
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• 2015

This paper is 1) to find out possibility of expansion which connect with Korea foods and Korea wave, 2) to analyze how Korea Wave effects on Korean food's recognition and purchase intention. The questionnaires are distributed 200 who had visited in Korea and used for data analysis 184. The findings are showed up as followed; The first, Korea wave showed up Korea wave culture factor, and recognition divide into two factors such as Korea food's function and Korea food's recognition. The second, Korea wave culture had strong influence on Korean food's function factor. The third, Korea wave culture had highly influence on purchase intention which is cooking food at home, visiting Korean restaurant, and recommendation to many acquaintance. The fourth, Korea food's recognition had high recognized on purchase intention.

• Journal of the East Asian Society of Dietary Life
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• v.26 no.2
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• pp.152-162
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• 2016

This study surveyed recognition and purchase decision factors related organic food in housewives with young children. The most common reason for purchasing was "environmental-friendly" with 47.6%. When checking food labels, "nutritional ingredients" was the most considered (29.5%). Preference levels for organic food were in the following order: grains (26.8%) > vegetables (23.7%) > dairy (16.9%) > root and tuber crops (14.0%) > fruits (6.0%). For awareness of quality of organic food, the highest awareness factor was "safer than normal food" at $3.91{\pm}0.72$. For awareness of confidence in organic food, the highest awareness factor was "good for health" at $4.11{\pm}0.68$. For awareness of satisfaction of organic food, the highest awareness factor was "origin labeling" at $4.02{\pm}0.76$. Regarding awareness of purchasing intention of organic food, the highest awareness factor was "I will purchase organic food as possible as I can" at $4.02{\pm}0.79$. In the correlation analysis, confidence and satisfaction displayed the highest correlation (0.640), and there were other significant correlations between value/purchasing intention (0.586), confidence/purchasing intention (0.560), and satisfaction/purchasing intention (0.575). Further, the analysis showed that among value, quality, and price, only value had direct influence on the purchasing intention.

• The Journal of Fisheries Business Administration
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• v.42 no.1
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• pp.97-112
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• 2011

Today, the consumer is more careful in buying goods, invests more time in collecting relevant information to avoid any potential danger, and restricts from potential impulse buying. To react this consumer's carefulness, the seafood brands provide much information including the origin labeling system, the traceability, the food's safety & hygiene. Also the branding by region or company is pursued. Like that, a seafood brand's importance is increased, but there lack few researches dealing how current consumer's attitude influences on real purchase behavior, and how the attitude works consumer purchase decision. Therefore, this study researched the brand's influence on the consumer's attitude and purchase intention. For this purpose, this study targeted the salty mackerel and the dried yellow corvina because they are already branded and sold in some popularity, and researched how a brand's popularity, its image, and its recognized quality could effect on the consumer's attitude and purchase intention. As the result, it was appeared that a seafood brand's popularity didn't directly effect on the consumer's purchase intention, but indirectly influenced through the consumer's attitude as a parameter. From this result, improving a seafood brand's popularity needs some time to form the consumer's positive attitude and to lead to consumer purchase intention of seafood brand. So, it is thought that various promotion activities for seafood consumption must be continually performed rather than some temporary special events. Consumers showed more positive attitude on familiar seafood based on a product's original place and the freshness. Also they had better feeling about some seafood with their speciality images rather than the same kinds of products produced in other regions. This attitude temporarily led to purchase intention. Therefore, it is important that the branding strategy development should start from some seafood familiar to us in traditional food culture and food habit, but should delivery the reliance and the freshness in accurately indicating their origins, and should emphasize their differences as specialities. Consumers showed some positive attitudes on the seafood featuring the hygiene, the safety, continual good quality, and their attitudes led to their purchase intentions in temporary. The seafood product reflecting these results the best is the marketing activities on some Andong salty mackerel products acquired HACCP certification. it is thought that a seafood's branding strategy should be established on distinctive branding strategies using reliable certification mark like HACCP based on the hygiene, the safety, and the quality.