Korean Journal of Community Nutrition (대한지역사회영양학회지)

The Korean Society of Community Nutrition (대한지역사회영양학회)
권호 표지
DOI QR코드

DOI QR Code

Understanding consumer awareness and utilization of local food in Jecheon during the COVID-19 pandemic: a descriptive study

COVID-19 팬데믹 상황에서 제천시 로컬푸드에 대한 지역사회 소비자 인식과 이용 현황: 기술 연구

  • Hye-ryeong Shin (Department of Oriental Medicinal Food & Nutrition, The Graduate School of Semyung University) ;
  • Soojin Park (School of Bio Food and Nutrition Science, Semyung University)
  • 신혜령 (세명대학교대학원 한방식품영양학과) ;
  • 박수진 (세명대학교 바이오식품영양학부)
  • Received : 2023.03.31
  • Accepted : 2023.07.03
  • Published : 2023.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

Objectives: This study aims to explore consumer awareness and usage patterns of local food in Jecheon city during the COVID-19 pandemic, contributing to the establishment of the Jecheon City Food Plan. Methods: Surveys were conducted from July 24 to August 24, 2021, using a combination of web-link and self-administered methods for adults living in Jecheon city (n = 250). Descriptive analysis, t-test, importance and satisfaction analysis (ISA) of local food choice attributes were performed using SPSS Statistics. Results: Participants prioritized freshness when purchasing agricultural products. The freshness of Jecheon local food was the selection attribute with the highest consumer satisfaction and could provide purchase motivation. Approximately 73.6% of respondents understood the concept of local food, and 70% were familiar with Jecheon's local food. Notably, 94.8% expressed an intention to purchase but held negative views on selling local food in other areas. The need to increase the supply of local food to vulnerable populations and public school catering was highly recognized. The ISA identified 'affordable price', 'delivery service', and 'product information' as areas requiring improvement. On the other hand, 'freshness of products', 'quality for the price', and 'support for local farmers and economy' were identified as attributes to be maintained and strengthened. Conclusions: Consumers in Jecheon city recognized local foods as more than just 'consumer goods'. Our findings suggest the need for further research on local food revitalization and more comprehensive local food planning to enhance consumer satisfaction.

Keywords

Acknowledgement

This research was supported by a grant from Jecheon City (2021).

References

  1. Hong KW, Kim YS, Kim JY. The conceptualization of the local food, a Korean case. Korean J Bus Adm 2009; 22(3): 1629-1649.
  2. Jo MG. US farmers market operation status and implications. Korea Rural Economic Institute; 2013 Aug. Report No. 156.
  3. Song CH. Diversification of agricultural products distribution and direct trade: Development strategy of direct markets through examples of farmers markets in Japan. Korean J Food Preserv 2013 Jul 12; Suwon: p. 43-74.
  4. Kwon OY. A study on the basic direction of local food plan for food security: Focusing on food integration support center [master's thesis]. Kyonggi University; 2018.
  5. Hwang YM. Direction and strategy of regional unit food plan. Agric Policy Res Cent 2016; 56: 69-102.
  6. Jeong DE, Yang SY. Index development for social value evaluation of local food business. Korean J Agric Manag Policy 2022; 8: 439-460.
  7. Jeong DE, Yang SY. A study on producers' and consumers' perception on local food direct marketing. Korean J Bus Adm 2020; 47(4): 656-683.
  8. Jecheon Local food. Association introduction main business [internet]. Jecheon Local Food Cooperative; 2020 [cited 2023 Apr 18]. Available from: https://www.jclocal.co.kr/.
  9. Kim JD. The direction of local food policy in Korea. Korean J Assoc Reg Soc 2008; 9(2): 85-113.
  10. Kim CK. The current state and future tasks for Korean local food. J Soc Res 2011; 12(1): 111-133.
  11. Jang HW. Local food purchasing behavior analysis according to consumer characteristic factors [master's thesis]. Chonbuk National University; 2013.
  12. Hong SH, Hwang SH, Chung JH. Study for consumer's attributes of local food store. Korean J Food Preserv 2014; 38-57.
  13. Jo WS, Kim GM, Jang DH. Importance-performance analysis of local food consumer. Coop Manag Rev 2018; 48: 75-93.
  14. Yoon JW, Song JH. An analysis of the growth factors of local food. J Appl Reliab 2016; 16(1): 15-25.
  15. Oh JH, Hong ES. The effect of consumers' knowledge and attitude on purchase intention toward local foods: Focus on mediating effect of attitude. Korean J Community Living Sci 2017; 28(4): 581-597. https://doi.org/10.7856/kjcls.2017.28.4.581
  16. Lee SH, Jeong YK. Promotion policy for local food mart in Gyeonggi-Do. Inst Kyonggi Dev 2017; 1-118.
  17. Ko JH, Na JY. A study on local food consumers' purchase motivation and consumer typology. J Consum Stud 2021; 23(6): 73-99.
  18. Chae JH, Ha JH, Kim CH, Wi TS. A study on changes in agri-food behavior of consumer after COVID-19. Korean J Food Preserv 2021; 421-422.
  19. Kim HJ. Building local food system through school foods safety movement-a case study of Naju city in GeonNam province. Korean J Rural Soc 2009; 19(2): 63-92.
  20. Kim JK. A study on food-related lifestyles and food consciousness of Jeju island for establishing local food system. J Rural Soc 2010; 20(2): 117-161.
  21. Lee BS, Park KH. The effects of local food's brand equity on customer satisfaction and customer loyalty: Focusing on Wanju local food. Korean J Culinary Res 2014; 20(4): 193-209.
  22. Bok JH, Lim SH, Jeon JH. Research about local food that consumers recognize and satisfaction. J Foodserv Manag 2016; 12(2): 5-24.
  23. Hwang BS. The factors that affect local residents' satisfaction with the local food movement. Asia-pac J Multimed Serv Converg Art Humanit Sociol 2018; 8(12): 931-940.
  24. Jang HW, Lee MS, You SY. A study of consumer perception of local food. Korean J Agric Manag Policy 2013; 40(2): 248-269.
  25. Ye SY. Consumer characteristics and expenditure of local food by retail stores. Korean J Community Living Sci 2013; 24(2): 195-207. https://doi.org/10.7856/kjcls.2013.24.2.195
  26. Park JH, Na JM. A study on the effect of local food purchase motive on social capital formation and repurchase intention: Focused on the consumer of local food store in the Gwangju-Jeonnam. Korean J Reg Econ 2014; 12(3): 29-53.
  27. Lee JW, Kim HM. A study of operating status for each type of farmers market and characteristics between farmers and consumers. Korean J Food Preserv 2014; 58-77.
  28. Lee JJ. A study of experience tourism merchandising linked to local food farmer's market [master's thesis]. Woosuk University; 2017.