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KMID : 0380620230550010021
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Korean Journal of Food Science and Technology
2023 Volume.55 No. 1 p.21 ~ p.28
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A study to predict the purchase intention of the elderly to dried rice noodles supplemented with functional ingredients: Focusing on the theory of planned behavior
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Jang Ji-Hye
Kim Do-Hyung
Kim Hyun-Kyung
Kim Ye-Jin
Kang Su-Min
Kim Ha-Yoon
Go Gwang-Woong
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Abstract
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According to the rapid approach in the super-aged society, silver foods have been actively developed. However, studies on consumer behavior regarding senior-friendly foods with functional ingredients are inadequate. This study elucidates the elderly’s purchase intention of dried rice noodles supplemented with functional ingredients (DRNFI) using the Theory of Planned Behavior (TPB) and the impact of the elderly’s household types on TPB. An online survey was conducted among adults aged 65 and over in South Korea. As a result, the elderly’s purchase intention was statistically significant (p<0.001) on three variables of TPB; attitudes, subjective norms, and perceived behavioral control. The elderly’s household types have no significant effect on TPB. Nevertheless, average monthly income (p<0.001), health concern (p<0.001), and intake frequency of dried noodles (p<0.05) were statistically significant on purchase intention. In conclusion, this research suggests consumers’ positive attitudes, subjective norms, and perceived behavioral control about DRNFI lead to improving purchase intention.
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KEYWORD
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dried rice noodle, the elderly, functional ingredients, purchase intention, the theory of planned behavior
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