• Journal of Consumption Culture
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• v.15 no.3
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• pp.67-90
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• 2012

When consumers choose healthy foods, they base their buying decisions on health-related food labeling and quality assessment of taste, health, and price. Moreover, both purchase experience and opinions of family and friends affect consumer choices. Focusing on these points, this study examined the effects of health-related food labeling on consumer choices by adding two variables-quality assessment of taste, health, and price and purchase experience-to the model of the theory of planned behavior. We also used structural equation modeling to test our hypotheses. In the study, health-related food labeling includes organic labeling, nutrient claims, and food additive labeling. We conducted a mail survey among 300 married women who buy cheese slices for their children more than once a month. It was discovered that health-related food labeling positively affected the level of quality assessment of taste, health, and price, and consequently led to positive attitudes and purchase intentions. Particularly, health-related food labeling positively influenced attitude toward using products without assessing the quality of taste, health, and price. The level of quality assessment of price positively affected attitude toward using and purchasing products, and purchase experience positively affected attitude toward using and purchasing products, and purchase intentions. The relationship between attitude to purchasing products and purchase intentions was the most positive, and the relationship between perceived behavioral control and purchase intentions was not significant. Overall, this study essentially contributes to the development of a theoretical framework of food labeling and consumer choices, which includes quality assessment of taste, health, and price and purchase experience, by using the theory of planned behavior.

• Journal of Digital Convergence
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• v.18 no.10
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• pp.527-535
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• 2020

The purpose of research is to examine mothers with elementary school children in Chungcheong and the convergence effect of recognition of food labeling standards on purchasing behavior. A two-step cluster analysis was performed for group classification according to the purchase behavior of processed foods and the collection was determined by Schwarz's BIC criteria. Three types were determined: "convenience pursuit," "large mart preference," and "high cost reverse purchase". The proportion of college graduates in 'large mart preference' was higher, the proportion of employment mothers in 'high cost reverse purchase' was higher, and the need for food labeling standards was higher in 'large mart preference'. 'Shelf life' was recognized as the most important item. 'Large market preference' scored higher in 'used materials' and 'food additives', 'nutrition labelling'. In order to improve the purchasing behavior of processed foods, above all else, it is necessary to develop customized educational media that can be easily applied to real life.

• Journal of Distribution Science
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• v.10 no.2
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• pp.53-62
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• 2012

Well-being is a reflection of current sociocultural trends that focus on the quality of life based on economic growth. Furthermore, organic food is believed to help people maintain good health and therefore leads to increased consumption of organic foods. Therefore, consumer interest in organic food is increasing, causing its market to grow, and this trend will be maintained in the future. The abuse of agricultural pesticides, gene manipulation, and bovine spongiform encephalopathy has caused consumers to worry about food safety. The well-being trend has also contributed to consumers' growing interest inorganic food and organic agricultural products. A consumer's choice offood is a complex processes affected by various factors. In particular, organic food is considered an individualistic merit good, considering the consumers' preferences related to certification policies. Therefore, various factors such as personal characteristics and sense of value could affect consumers' decisions. This research focused on an analysis of the factors influencing consumers' purchasing intention for organic food on the basis of an increase in organic food consumption. The research method was based on the theory of planned behavior (TPB). Factors such as consumer characteristics regarding food consumption, purchasing frequency, and other factors affecting purchasing intention were presented. The hypothesis was set using advanced research and stated that it is easier to forecast purchasing intentions by combining the theory of planned behavior and personal characteristics of consumer. The results show that two dimensions, attitude and perceived behavioral control, have statistically significant influence on the purchasing intention. It can be said that a positive attitude toward organic foods in particular increases the possibility of purchasing intention. In addition, consumers who consume more organic food products are more likely to have positive attitudes, and, in the past, purchasing frequency has positively influenced purchasing intention of organic foods. Consumers' negative feelings about the non-purchase of organic foods also showed a negative influence on purchasing intentions. In other words, even though consumers feel uncomfortable when not consuming organic food products, they do not try to purchase such products because of this feeling of discomfort. Furthermore, the subjective norm and the behavioral control of food-related involvement do not have a statistically significant influence on the purchasing intention or attitudes. This research verified the influence of factors related to purchasing intention. This study has several limitations: (1) even though consumers' responses can change based on the type of food, the types of food were not classified in this study; (2) future studies are necessary to analyze the attitudes of consumers on the basis of their purchasing experiences with organic foods.

• Journal of Nutrition and Health
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• v.52 no.3
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• pp.310-322
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• 2019

Purpose: This study examined the food purchases from e-commerce and its relation to eating behaviors or habits in adult women in Incheon and Gyeonggi. Methods: A total of 410 subjects participated in the questionnaire survey. Food purchases in e-commerce and food habits were compared according to age, marital status, and food purchase status in e-commerce of the subjects. Results: Approximately 88% of the subjects had experience of buying foods by e-commerce; more than 40% of the subjects spent less than 100,000 Won buying foods by e-commerce in the past 6 months. The major purchases were coffee and tea, instant food and frozen food, and water and beverages. The reasons for buying foods in e-commerce were cheaper price, convenience of delivery, and variety of food choices. The main factors considered for purchasing foods in e-commerce were price and quality followed by rapid and accurate delivery, and food label and information. Approximately 70% of the subjects were very satisfied or satisfied with their food purchase in e-commerce, and 96% answered that they were willing to buy food in e-commerce again. The perception on the advantages of food purchases in e-commerce was 3.6 points out of 5 and significantly lower in the over 50s and married group. The subjects with experience and high cost of food purchase in e-commerce showed significantly low scores of dietary behaviors and eating habits, which is undesirable. Conclusion: A high percentage of people purchased foods by e-commerce, and they showed undesirable eating habits, especially when the cost of purchasing foods by e-commerce is high. These results showed that purchasing foods in e-commerce may be related to consumers' food habits. Therefore, continuous attention and nutrition guidance for e-commerce consumers are needed.

• Journal of Food Hygiene and Safety
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• v.33 no.4
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• pp.259-265
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• 2018

Since Korean housewives are responsible for the dietary practices of family at home, it is important to know what information will make them to buy safe food. This study was designed to determine the role of perceived threats, behavioral assessments, and self-efficacy factors known to promote healthy behavior in health belief models (HBM) based on food safety awareness and behavior of housewives. This study involved 191 housewives, based on key variables such as perceived severity, perceived susceptibility, perceived benefits, perceived barriers, self-efficacy, and purchase behavior. The results showed that higher levels of education and urbanization increased the threat perception and the likelihood of buying safe food. The correlation analysis showed that increased awareness and knowledge of safe foods and interest in health contributed to higher relative benefit or self-efficiency of food, and thus, ensured food safety. The conceptual model of food safety behavior based on the HBM was verified via structural equation analysis. The findings suggest that a suitable model showcasing knowledge levels and relative benefits resulted in a greater impact on purchasing behavior than perceived threats. This study suggests that it is more effective for housewives to provide more preventive information than risk information to purchase safe food.

• Journal of Food Hygiene and Safety
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• v.25 no.2
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• pp.180-184
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• 2010

This study surveyed the change of housewives' purchase behaviors by food safety incidents; the outbreak of 2008 Melamine incident in Korea as for example. 565 housewives in Gunsan were interviewed in March 2009. 52.3% of respondents were regarded as unsatisfactory for food safety management in Korea. Despite the result of scientific assessment for melamine, 74.6% of respondents were yet regarded as health-threatening substance. By the point of before, during and after Melamine-related food safety incident, we were surveyed the level of purchase for melamine-related food items as five scales, the results were $2.47{\pm}0.97$, $1.80{\pm}0.92$ and $1.62{\pm}0.92$, respectively (p < 0.001). After the incident happened, the purchase level was even more reduced. This study also found that there were significance difference (p < 0.05) among the respondents' knowledge for melamine toxicity and food safety management in Korea concerning housewives' purchase behaviors, i.e. the more accurately for melamine toxicity and higher satisfactory of consciousness of food safety, there were less change of purchase behaviors. In conclusion, the consciousness of food safety and accurate knowledge of hazards were significantly affected for the change of housewives' purchase behaviors by food safety incidents. Therefore, it can be suggested that the need for more scientific risk communication strategies with consumer.

• Journal of Korean Home Economics Education Association
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• v.18 no.4 s.42
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• pp.173-192
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• 2006

The purpose of this study was to provide basic data for developing nutrition education program focusing on the health-oriented food choice and purchase which affect the adolescents' health. The data was collected by means of questionnaire from the total of 273 students who were living in cities and myun district and final 253 questionnaires were analyzed by using the SPSS/WIN 10.0 program. The results are summarized as follows. First, the major source of information on food was mass media, especially advertisement and students spent $20{\sim}30%$ of allowance on food purchase. The students purchased cookies or ice cream mainly, once every 2-3 days at the store near house, after school, for appeasing hunger or thirst. The influence of gender, mother's education level, economic status of family, the amount of allowance, the period of receiving allowance, the details of allowance recording, school location on food purchasing behavior were significant(p<.05). Second, the price and taste were the most important factors when the students purchase food. Nutrition and food sanitation/safety were considered less important by the students. The factors considered when the students purchase food were significantly different between Sender, father and mother's education level, and the amount of allowance(p<.05). Third, middle school students' food purchase behavior were influenced by advertizement, friends, parents. The influence of advertisement, friends, parents when the students purchase food were significantly different between gender, mother's career, economic status of family, and the amount of allowance(p.<05). From tile result of this study, the middle school students consider price and taste more than the other factors related nutrition and health in purchasing foods. Therefore, it will be necessary to develope and enforce nutrition education program focusing on how to choose and purchase safe, nutritious, delicious and cheap foot for adolescents.

• Journal of Distribution Research
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• v.10 no.4
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• pp.23-39
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• 2005

Recently, aging population will be coming out of the first magnitude demanders in this age. The purpose of the study is to present the basic data useful to get the public attention concerning the development of the consumer market of the elderly people by looking into the various factors which may influence the consumer. The results of the study will be very useful in establishing the relevant marketing strategies and in. providing the business opportunities for the elderly consumers in Korea. A survey was performed on actual Korean consumers aged over 55 and the results was compared with data previously reported in Korea and U.S.A.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.3
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• pp.629-637
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• 2016

This study examined the purchasing behavior and satisfaction of people with convenience store PB foods. The factors affecting the purchasing behavior and the overall satisfaction with the convenience store PB foods were examined. This study first found that the purchasing motivation of PB foods is the cheaper price than NB foods. Second, age is a statistically effective variable for the visit frequency at the convenience store and gender and age are effective variables for the purchase frequency of PB foods. Third, there is a statistically positive correlation of convenience store brand preference with the PB food brand preference for 6 food categories. Next, in terms of the attribute-level satisfaction, the most satisfied areas are diverse food groups and diverse food taste and the least satisfied areas is price. This is followed by taste and design/packaging influence overall satisfaction. From this analysis, the following suggestions were drawn. First, because consumers are likely to be matched convenience store brand preference and PB food brand preference, advertising is necessary to ensure that the consumers continue to visit the convenience store. Second, product improvement by increasing the quality should be designed to motivate the major consumer group of people in their 20s and 30s. Finally, to boost PB food satisfaction, the industry should improve the taste and design/packaging.

• Journal of the Korean Society of Food Science and Nutrition
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• v.29 no.6
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• pp.1155-1161
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• 2000

본 연구는 환경친화적 음식문화를 개발하고 보급하기 위한 프로그램을 개발하는데 필요한 기초자료를 제공하고, 음식물 쓰레기 감소를 통한 환경정책과 프로그램을 개발하는데 필요한 기초자료를 제공하기 위하여 이루어졌다. 울산광역시에 거주하고 있는 주부와 조리사를 대상으로 하여 식단작성부터 식품구매, 조리 음식먹기 및 남은 음식물 처분에 이르기까지 음식소비의 전과정에서 음식물쓰레기를 감소시키기 위한 구체적 실천 전략인 환경 친화적 음식소비행동을 비교해 보았다. 이는 연구결과를 요약하면 다음과 같다. 환경친화적 식품소비행동을 총체적으로 보면 조리사는 주부에 비하여 더 환경친화적으로 식품을 소비하고 있었다. 조리사는 먹는 사람의 의견을 고려하고, 제철 식품위주로 식단을 작성하고, 계획적으로 식품을 구매하고, 사온 식품을 바로 손질하고, 저울과 계량컵을 사용하여 정확한 양의 음식을 만들고, 가족 행상 음식을 뷔폐식으로 준비하고, 남은 음식을 필요한 사람에게 즉 시 준다는 면에서는 더 환경친화적이라고 할 수 있다. 그러나 세부문항별로 볼 때 주부는 식품포장 단위가 큰 경우 이웃과 공동구매하고, 남은 음식은 1회 정도 먹을 분량씩 포장하면 냉동보관하고, 음식재료가 싸더라도 많이 사지 않는다는 면에서 조리사에 비하여 더 환경친화적이라고 할 수 있다. 먹는 사람의 수 보다 넉넉하게 식품 구입, 가능한 적은 포장단위로 구입, 채소를 다듬을 때 버리는 양이 많음, 각종 행상 음식을 먹고 남을 정도로 넉넉하게 준비, 야채 자투리, 배추 우거지, 파뿌리, 멸치머리, 북어머리, 닭뼈 등은 국물을 만드는데 이용, 국이나 찌개를 함께 준비, 국이나 찌재의 국물의 양은 넉넉하게 주문, 여러 가지의 반찬 준비, 덜어 먹는 상차림 준비, 외식할 때 남을 정도로 넉넉하게 주문, 외식할 때 남은 음식 싸옴, 냉장고에 보관하다 버리는 음식 및 재료가 많음, 음식은 부족하지않고 남을 정도 준비등은 조리사와 주부간에 의미 있는 차이가 보이지 않았다. 환경친화적 음식소비행동은 성별, 결혼여부 및 교육수준에 따라서는 의미 있는 차이를 보이지 않았다. 남자와 미혼 은 모두 조리사이므로 주부를 제외한 조리사만을 선택하여 성별과 결혼여부에 따라 환경친화적 음식소비 행동의 차이를 알아보기 위한 결과 역시 차이를 보이지 않았다. 환경친화적 음식소비행동은 연령, 월평균소득 및 엥겔계수와 의미 있는 상관관계를 보이지 않았다. 조리사와 주부는 음식을 소비하는 전 과정에서 가장 많이 관여하고 있는 집단이다. 그런데 조리사와주부 모두 전반적으로 환경친화적 음식소비행동의 수준이 높지 않음으로 합리적인 식생활문화를 생활화 할 수 있도록 교육과 홍보가 필요하다고 본다. 주부의 경우 유치원이나 어린이집, 초중고둥학교에서 하는 부모교육과 반상회의 홍보자료에 반상회의 홍보자료에 반드시환경친화적 음식소비행동에 관한 교육이 포함되어야 한다. 조리사의 경우 정기교육과정에 환경친화적 음식소비행동에 관한 홍보를 함께 함으로써 외식이나 단체급식에서 발행하는 음식물 쓰레기의 양을 줄 일 수 있을 것이다.