Journal of Korea Society of Digital Industry and Information Management (디지털산업정보학회논문지)

Korea Society of Digital Industry and Information Management (디지털산업정보학회)
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Application of the Theory of Planned Behavior to Consumer Purchasing Process of Organic Bakery Products : Moderating Effect of Price Sensitivity

계획행동이론을 적용한 유기농 베이커리 제품에 관한 소비자 구매프로세스 연구 : 가격민감도의 조절효과 적용

  • 배선영 (연세대학교 생활환경대학원 호텔외식급식경영) ;
  • 강혜승 (연세대학교 생활환경대학원 호텔외식급식경영) ;
  • 손춘영 (동남보건대학교 식품영양학과) ;
  • 함선옥 (연세대학교 생활과학대학 식품영양학과)
  • Received : 2019.11.06
  • Accepted : 2019.12.09
  • Published : 2019.12.30
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Abstract

Based on the theory of planning behavior, the purpose of this study was to validate the path to consumers organic bakery product purchasing process, and moderating effect of price sensitivity. The improvement of national income and changes in diet due to economic growth began to increase consumption of organic and eco-friendly farm products, and thus products using organic materials began to be released in bakeries. Thus, it was necessary to understand consumer awareness and purchasing processes for organic bakery products. Specifically, the study examined the structural relations among purchase reasons, purchase motives, and purchase behavioral intention of organic bakery products. A survey was conducted in May 2019 from adults who had experience purchasing organic bakery products in Seoul metropolitan area, and 327 responses were used for data analysis. The findings of the study showed that consumers' interests in health, food safety, and environment had positive effects on their attitudes, subjective norm, and perceived behavioral control toward organic bakery products, while their interests in organic products did not have an effect on perceived behavioral control. There were significant differences in the purchasing process of organic bakery products according to their price sensitivity. The study suggests that the correct delivery of information on organic ingredients and the price policies available to many consumers will contribute to the revitalization of organic bakery products.

Keywords

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