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지역농산물 이용 간편식에 대한 소비자 선택의 영향요인: 알파벳 이론을 중심으로

저자 :  나종연, 이보한, 전윤선, 한슬기, 고주희

발행연도(출간연도) : 2020년

저널명(출판사명) : 동아시아식생활학회

권호사항(ISBN) :  30(6)

초록(내용소개)

This study attempted to derive implications from a consumer perspective on the use of Home Meal Replacement (HMR) product with local food. This study was conducted through an online survey of 1,000 adult consumers across the country from October 6 to 12, 2020. A total of 807 questionnaires (80.7%) were used for the final analysis after excluding the responses with missing values. The results showed that the degree of emphasis on palatability, sustainability, and savings among food-related lifestyles and knowledge of HMR using local food had a positive effect on attitudes. Also, in the context of the retail segment, trust and access to HMR using local food had a positive effect on attitudes and a perception of price negatively affected attitudes. Finally, as the attitudes to HMR using local food positively increased, the purchase intention also increased, which was consistent with the results of previous studies. HMR using local food is a way to consume a more sustainable diet by using local food compared to general HMR. Therefore, there is a need for a strategy that can emphasize HMR using local food as a type of diet that is socially helpful and can shorten cooking time at a reasonable price.