Journal of Wellbeing Management and Applied Psychology (웰빙융합연구)

Korea Wellbeing Convergence Association (한국웰빙융합학회)
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The Impact of Healthy-pleasure Product Choice Attribute Importance on Buyer Attitudes and Purchase Behavior: a Focus on ow-calorie Foods

  • Kyung Tae JANG (Dept. of Food & Cooking Science, Sunchon National University) ;
  • Seung Hyeon LEE (Dept. of Food Science and Service, College of Bio-Convergence, Eulji University) ;
  • Seong Soo CHA (Department of Food Science and Service, Eulji University)
  • Received : 2024.04.29
  • Accepted : 2024.06.12
  • Published : 2024.06.30
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Abstract

Purpose: This study aims to investigate consumer attitudes towards healthy foods, focusing on low-calorie options, and their impact on purchasing behavior. Methods: The study utilizes structural equation modeling, which incorporates statistical tools such as SPSS and AMOS for thorough analysis. This involves collecting data over a period of time and then inferring patterns and relationships through correlation and trend analysis. Results: The study found that attributes such as quality, price, functional value, and emotional value have a significant impact on customer satisfaction and repurchase intentions, but not on nutrition and brand. The study provides a comprehensive understanding of the factors that influence consumer attitudes and purchase behavior toward healthy indulgences in the context of low-calorie foods, and has important implications for both academic research and practical marketing strategies. Conclusions and Implications: This study provides new insights into consumer behavior theory by validating the impact of the perceived value of low-calorie products on attitudes and purchase behavior, which is of great academic value. It is also expected to provide useful information for the formulation of effective marketing strategies for low-calorie products and the development of products that meet consumer needs.

Keywords

Acknowledgement

This work was supported by the research grant of the KODISA Scholarship Foundation in 2024

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