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KMID : 1239920220160040517
Nutrition Research and Practice
2022 Volume.16 No. 4 p.517 ~ p.526
Agrifood consumer competency and organic food purchase intentions according to food-related lifestyle: based on data the 2019 Consumer Behavior Survey for Food
Kim Eun-Kyung

Kwon Yong-Seok
Kim Se-Na
Lee Jin-Young
Park Young-Hee
Abstract
BACKGROUND/OBJECTIVES: The increased consumers¡¯ interests in health and food safety have increased the demand for organic foods. Many studies have been performed on consumers¡¯ purchase intentions for organic foods and their influencing factors, and various studies have shown that the prices of organic foods and the consumers¡¯ willingness to pay are important influencing factors. This study examined the payment value of organic foods and agrifood consumer competency index according to the food-related lifestyles in South Korean consumers.

SUBJECTS/METHODS: A cross-sectional analysis was performed using the 2019 Consumer Behavior Survey for Food. A total of 6,176 participants aged 19 to 74 years (male: 2,783, female: 3,393) were included in the analysis.

RESULTS: Three factors were extracted by factor analysis (rational consumption-seeking type, convenience-seeking type, and health, and safety-seeking type) to explain the consumers¡¯ food-related lifestyles. The results of cluster analysis suggested that consumers were classified into 3 food-related lifestyles as the ¡®exploratory consumers¡¯ (n = 2,485), ¡®safety-seeking consumers¡¯ (n = 1,544), and ¡®passive consumers¡¯ (n = 2,147). Exploratory consumers showed a significantly higher willingness to pay for imported organic foods (P < 0.05). Safety-seeking consumers had a significantly higher willingness to pay for domestic organic foods (P < 0.05). For the agrifood consumer competency index, exploratory consumers had the highest score, followed in order by safety-seeking consumers and passive consumers.

CONCLUSIONS: These results provide basic data in understanding consumption tendency for organic foods and agrifoods based on food-related lifestyles of South Korean consumers.
KEYWORD
Organic food, lifestyle, consumer behavior, Koreans
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