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KMID : 1134820200490040394
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Journal of the Korean Society of Food Science and Nutrition
2020 Volume.49 No. 4 p.394 ~ p.404
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Eating Behavior and Convenience Store Food Consumption Behavior of Millennial Male Single-Person Household Based on Food-Related Lifestyle
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Abstract
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This study was conducted to investigate the overall eating and food consumption behaviors of millennial single-person household male consumers. A total of 617 subjects living in Seoul and Gyeonggi province were used for the analysis and their eating and purchase behaviors of convenience store food were identified through frequency analysis. A food-related lifestyle instrument was applied to cluster samples and conduct a detailed analysis. Based on the food-related lifestyle, subjects were classified into 3 groups: cluster 1, price and convenience seeking group; cluster 2, diet low-involvement group; and cluster 3, health and quality seeking group. Therefore, a Chi-square test of eating behavior and frequency of convenience store food purchase was conducted on the groups for difference analysis. The result of this study showed that male single-person household consumers have a high rate of fasting at breakfast, and they frequently consume convenience store food for dinner or night snacks. Among the three groups, cluster 3 demonstrated a relatively good diet behavior, compared to the other two groups, and purchase various foods even in the convenience store. In particular, the highest ratio of night meal and drinking was observed in cluster 1, whereas pursuit of health and food safety was found to be low for this cluster.
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KEYWORD
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male single-person household, millennial generation, convenience store food, food-related lifestyle, consumer behavior
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