Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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A Study on the Perception of MZ Generation Consumers on HMR using Local Food

로컬푸드를 이용한 간편식에 관한 MZ세대 소비자의 인식 연구

  • Jong-Youn Rha (Department of Consumer Science, Seoul National University) ;
  • Yunsun Chun (Department of Consumer Science, Seoul National University) ;
  • Jihye Kim (Department of Consumer Science, Seoul National University)
  • Received : 2023.04.21
  • Accepted : 2023.06.30
  • Published : 2023.06.30
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Abstract

This study examined the MZ Generation Consumers' perception and needs of HMR (Home Meal Replacement) using local food. The paper provides basic data for deriving a plan to promote local food consumption and reports the implications for various development and distribution strategies regarding HMR using local food. In this study, a quantitative survey was conducted targeting 600 consumers to examine the general consumption status of HMR using local food by MZ consumers. In addition, a qualitative survey was conducted targeting 21 people to derive the specific perceptions and unmet needs of MZ consumers. These results showed that MZ consumers require healthy and fresh HMR but have low awareness of HMR using local food. Therefore, it is necessary to deliver sufficient information and promote it. In particular, MZ consumers have high expectations for 'healthy and safe' food when purchasing HMR using local food, which plays an important role in purchasing decisions. They also valued 'convenience', which means 'simple cooking', 'subdivision packaging', and 'accessibility of purchasing channels', as important when purchasing HMR using local food. Lastly, MZ consumers positively evaluated the values of 'healthy eating' and 'revitalization of the local economy' through local food.

Keywords

Acknowledgement

본 연구는 농촌진흥청 연구사업(세부과제번호: PJ015292012022)의 지원을 받아 수행되었습니다.

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