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KMID : 0665220230360040222
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Korean Journal of Food and Nutrition
2023 Volume.36 No. 4 p.222 ~ p.235
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Analysis of Determinants of Eco-Friendly Food Purchase Frequency Before and After COVID-19 Using the Consumer Behavior Survey for Food
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Kim Sung-Tea
Kim Seon-Woong
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Abstract
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In this research, we examined the shifts in determinants influencing the frequency of eco-friendly food purchases pre- and post-COVID-19. Our analysis utilized filtered 2019-2021 Consumption Behavior Survey data from the Korea Rural Economic Institute Food, excluding any irrational responses. Given the nature of the dependent variable, a multinomial logistic regression model was employed with demographic factors, variables pertaining to food consumption behavior, and variables concerning food consumption awareness as predictors. Following the onset of the COVID-19 pandemic, an individual's level of education was observed to positively influence the frequency of eco-friendly food purchases. In contrast, income level and fluctuations in food consumption expenditure did not appear to have a discernible impact on the purchasing frequency of such eco-friendly products. Irrespective of the advent of COVID-19, variables such as the frequency of online food purchases, the utilization of early morning delivery services, dining out frequency, and the intake of health-functional foods consistently demonstrated a positive correlation with the propensity to purchase eco-friendly foods. Overall, consumers prioritizing safety, quality, and nutrition over price, taste, and convenience in their procurement decisions for rice, vegetables, meat, and processed foods exhibit an increased inclination toward the acquisition of eco-friendly food products.
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KEYWORD
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eco-friendly food, purchase frequency, multinomial logistic regression, food consumption behavior, COVID-19 pandemic
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