Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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A study on the Selection Attributes and Purchasing Behavior of Protein Fortified Snack and Vegan Snack

고단백 스낵과 비건 스낵에 대한 선택속성과 구매 행동 연구

  • Park, Hee Ran (Department of Nutritional Science and Food Management, Ewha Womans University) ;
  • Cho, Mi Sook (Department of Nutritional Science and Food Management, Ewha Womans University)
  • 박희란 (이화여자대학교 식품영양학과) ;
  • 조미숙 (이화여자대학교 식품영양학과)
  • Received : 2021.07.02
  • Accepted : 2021.08.18
  • Published : 2021.08.30
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Abstract

The number of vegans has increased rapidly due to religious and ethical beliefs, environmental concerns, health, etc. Also, as interest in healthy and safe food increases, the demand for organic products or nutrition-enhanced products is increasing. Therefore, this study aimed to investigate the selection attributes and purchasing behavior for protein-fortified and vegan snacks. It is anticipated that the results would find use as basic data for developing protein-fortified snacks for vegans that can meet consumer needs and derive marketing strategies. A survey was conducted on 140 consumers. According to the analysis of their purchase behavior, the number of people who had purchased high-protein snacks and vegan snacks was higher than those who did not have prior experience. The reasons for the purchase of protein fortified snacks included 'meal replacement' at 'offline-convenient store/supermarket'. Vegan snacks were purchased for 'ethical beliefs, health, environment' at 'offline-vegan restaurant, bakery'. Both snacks showed above-normal preferences. However, it is necessary to improve taste and flavor when developing these products as these were the factors that negatively impacted the preferences. The attributes were factorized into the 'showing off factor', 'sensory factor', 'credence factor', and 'functional factor' and the 'sensory factor' was considered the most important.

Keywords

Acknowledgement

본 연구는 삼양이건장학재단(Samyang Igeon (以建) Scholarship Foundation)의 지원을 받아 진행되었습니다.

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