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The Relationship between Consumers' Acceptance and Resistance and Purchase Intention of Organic Food for High- and Low-food Involvement Consumers
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식품 관여도에 따른 유기농 식품 수용과 저항이 구매의도에 미치는 연구

논문 기본 정보

Type
Academic journal
Author
Park Myeong-Eun (전북대학교) Kim Sunok (전북대학교) You So Ye (전북대학교)
Journal
한국소비문화학회 소비문화연구 소비문화연구 제25권 제2호 KCI Accredited Journals
Published
2022.6
Pages
87 - 114 (28page)
DOI
10.17053/jcc.2022.25.2.005

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The Relationship between Consumers' Acceptance and Resistance and Purchase Intention of Organic Food for High- and Low-food Involvement Consumers
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Research history (2)

2022

The Relationship between Consumers’ Acceptance and Resistance and Purchase Intention of Organic Food for High- and Low-food Involvement Consumers
Pa ,  k Myeong-Eun ,  Kim Sunok 소비문화연구 2022.06 Academic journal
Consumer value and purchase intention for organic food
Myeong Eun Pa ,  k ,  Sunok Kim 한국지역사회생활과학회 학술대회 자료집 2022.05 Proceeding
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Abstract· Keywords

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This study segmented consumers into high- and low-involvement consumers according to the level of food involvement. In order to understand the difference between consumer attitudes and purchasing behaviors regarding organic food, consumer value explained the purchasing behavior of organic food by integrating the causes of product acceptance or resistance into the consumer decision process. To this end, through an extended model that combines theory of planned and behavioral reasoning theory, the consumer value for health and the consumer purchase behavior process for organic food were comprehensively understood. For analysis, a panel of online survey companies was used. A survey was conducted on 20-year-old adults nationwide, and a total of 275 survey responses were used for the final analysis. In order to understand the relationship between consumer value and purchase intention for organic food, frequency analysis, exploratory and confirmatory factor analysis, correlation analysis, and multi-group analysis were conducted. As a result of the analysis, in the case of low-involvement consumer purchasing behavior, the consumer value of organic food influenced consumer attitudes, and consumer attitudes and perceived behavioral controls had a statistically significant effect on purchase intention. In the case of high-involvement consumer purchasing behavior, consumer value for health influenced consumer attitudes, risk barriers, and reasons for acceptance (nutritional content, ecological welfare), and consumer attitudes and perceived behavioral controls were found to have a statistically significant effect on purchase intention. Both groups confirmed that consumer value might act as a strong attraction for consumer attitudes. This study found that the reason for resistance and the reason for acceptance are important factors in purchasing intention when purchasing organic food by consumers. It might be useful in that it understood and explained the purchasing behavior of consumer differences in attitudes to organic food purchase by categorizing groups according to the level of food involvement.
#유기농 식품 #소비자 수용 #소비자 저항 #식품 관여도 #계획적 행동이론 #행동추론이론 #organic food #consumer acceptance #consumer resistance #food involvement #theory of planned behavior #behavioral reasoning theory

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