|
KMID : 1011620220380050301
|
|
Korean Journal of Food and Cookey Science
2022 Volume.38 No. 5 p.301 ~ p.312
|
|
|
Awareness of vegetarian foods and restaurants according to the food consumption values of general consumers
|
|
Kim Sang-Su
Choi Seung-Gyun
Hong Wan-Soo
|
|
|
Abstract
|
|
|
Purpose: The purpose of this study was to derive the awareness and demand for vegetarian diets according to the food consumption values of general consumers in Korea, and to suggest a direction for the development and marketing strategies for vegetarian food products.
Methods: In this study, a total of 397 questionnaires were administered to general consumers. The general consumer market was segmented using food consumption values, and the segment-wise awareness and demand for vegetarian foods and restaurants were analyzed.
Results: The general consumers were categorized into the “Multiple consideration type,” “Price oriented type,” and “Low-interest type” according to their food consumption values. The “Multiple consideration type” was a group of consumers who evaluated various factors when making decisions about consuming food and had the highest overall awareness and demand for vegetarian diets. The “Price oriented type” was a group that considered price the most important factor in food-consuming decisions, and who had the second highest overall awareness and demand for vegetarian diets. The “Low-interest type” group included consumers with a lower interest in food consumption and eating habits compared to the other groups, and who also had the lowest overall awareness and demand for vegetarian diets. In addition, there was a significant difference in the perception and demand for vegetarian diets between the groups. The analysis revealed that the higher the number of factors considered while taking decisions related to food consumption, the higher the awareness and demand for vegetarian diets.
Conclusion: This study is meaningful in that it derived the characteristics of the segmented market for general consumers using food consumption values that reflect the characteristics and trends of vegetarians. Therefore, the results of this study can be used as basic data for stimulating the growth of the vegetarian food market in the future.
|
|
|
KEYWORD
|
|
|
vegetarian-based food, vegetarian restaurant, food consumption value, consumer awareness, vegan
|
|
|
FullTexts / Linksout information
|
|
|
|
|
|
Listed journal information
|
|
|
|