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KMID : 0665420220370020099
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Korean Journal of Food Culture
2022 Volume.37 No. 2 p.99 ~ p.108
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Perception and Choice Attribute of Vegetarians and Omnivores toward Plant-based Foods
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Kim Ga-Hyun
Oh Ji-Eun
Cho Mi-Sook
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Abstract
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This study identifies the perceptions and choice attributes toward plant-based foods and identifies the differences betweenvegetarians and omnivores. We conducted an online survey of 245 vegetarians and 246 omnivores. The results reveal asignificant difference between vegetarians and omnivores. Compared to omnivores, vegetarians perceived that plant-basedfood products would be ‘good taste’, ‘animal-friendly’, and ‘consistent with their personal value’. Omnivore scores werehigher in the perception that it would be ‘good for health’ and ‘environment-friendly’. No statistically significant differencewas obtained between both diet groups when considering the factor of nutrition. When considering choice as an attributefor plant-based food products, vegetarians responded that ‘ingredients’ were the most important, while omnivoresresponded that ‘taste’ was the most important. These results can be used as basic data for developing and promoting plant based food products in South Korea.
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KEYWORD
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Vegan, vegetarian, omnivore, plant-based food, consumer perception
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