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KMID : 1134820200490101152
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Journal of the Korean Society of Food Science and Nutrition
2020 Volume.49 No. 10 p.1152 ~ p.1160
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Selection Attributes of Non-Timber Forest Products and Consumer Attitudes among Food-Related Lifestyle Segmentation
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Yeo Ga-Eun
Lee Kyung-Won
Lee Eun-Young
Jeon Yoo-Wha
Lee Ji-O
Oh Ji-Eun
Cho Mi-Sook
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Abstract
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This study aimed to provide basic data for developing forest products and marketing strategies by classifying consumers according to their food-related lifestyle and examining the consumers’ attitudes toward processed forest products. In total, 1,066 Korean consumer panels responded to an online survey, and a questionnaire consisted of FRL, selection attributes, and attitudes for forest products. Four factors were extracted for food-related lifestyle dimensions: gourmet factor, healthy factor, safety factor, and economy factor. Consumer groups were divided according to FRL: economic considering group, variety considering group, food lifestyle low-considering group, and personal-satisfaction considering group. The economic considering group tended to be in their 40s and focused on quality/economic factors. The variety considering group was mainly in their 50s∼60s and was characterized by being married and highly educated. They showed high scores in all factors of product selection attributes. The food lifestyle low-considering groups showed low consideration in all factors of product selection. The personal-satisfaction considering groups, who were likely to be in their 20s to 30s and unmarried, tended to consider marketing factors and quality/economic factors. An analysis of the attitudes toward processed forest products revealed the variety-considering group to be the most positive for processed foods.
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KEYWORD
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food-related lifestyle, selection attribute, consumer segmentation, consumer attitude, consumer choice
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