Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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A Study of Meal Kit Purchase Intention Using the Extended Theory of Planned Behavior (ETPB): Moderating Effect of Consumer Awareness on ESG Management

확장된 계획행동이론(ETPB)을 적용한 밀키트의 구매의도에 관한 연구: ESG 경영에 대한 소비자 인식의 조절효과

  • Yuting Han (Department of Nutritional Science & Food Management, Ewha Womans University ) ;
  • Jieun Oh (College of Science and Industry Convergence, Ewha Womans University) ;
  • Mi-sook Cho (Department of Nutritional Science & Food Management, Ewha Womans University )
  • ;
  • 오지은 (이화여자대학교 신산업융합대학) ;
  • 조미숙 (이화여자대학교 식품영양학과)
  • Received : 2023.06.20
  • Accepted : 2023.08.28
  • Published : 2023.08.31
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Abstract

In this study, the Extended Theory of Planned Behavior (ETPB) was applied to analyze consumers' intention to purchase meal kits. The perception of ESG management practiced by companies was used as a moderating variable to investigate its influence and moderating effects between each variable. An online survey was conducted over 4 days in January 2023 on consumers aged 20 years or older who had purchased meal kits within 6 months. Hypotheses were tested using IBM SPSS Statistics 22.0 and AMOS 24.0 programs with an effective sample size of 324 copies (100%). Attitude, subjective norm, perceived behavioral control, perceived sustainable package, and price sensitivity of the theory of planned behavior toward meal kit products had a significant positive effect on purchase intention, and all research hypotheses were accepted. The moderating effect of consumers' perceptions of ESG management practiced by companies had a positive and significant effect on attitude and perceived behavioral control.

Keywords

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