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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한국조리학회 Culinary Science & Hospitality Research Culinary Science & Hospitality Research Vol.30 No.12(Wn.173)
- 발행연도
- 2024.12
- 수록면
- 80 - 91 (12page)
- DOI
- 10.20878/cshr.2024.30.12.008
이용수
초록· 키워드
오류제보하기
The purpose of this study is to examine the impact of the personal values and consumption values of the MZ generation on the generation's beliefs, personal norms, attitudes, and purchase intentions toward vegan food. To achieve this, a survey was conducted targeting members of the MZ generation with experience purchasing vegan food and a total of 285 responses were used for the analysis. This study was analyzed through reliability analysis, confirmatory factor analysis, structural equation modeling analysis and so on with SPSS 29, AMOS 26. The structural model provided a right fit to the data, χ²=1,201.285, df=507 IFI=.916, TLI=.907, CFI=.916 and RMSEA=.069. It was confirmed that altruistic values (β= .360, p<.000), ecological values (β=.264, p<.000), and social values (β=.225, p<.000) significantly in- fluence beliefs, and that beliefs significantly impact personal norms (β=.664, p<.000) and attitudes (β= .811, p<.000). It was also confirmed that personal norms (β=.383, p<.000) and attitudes (β=.487, p<.000) significantly influence purchase intentions. However, it was found that emotional and functional values did not affect beliefs and personal norms do not have a significant impact on attitudes. The key implications of this study based on the research findings are as follows. First, this study is significant in that it examines the consumer behavior process of Gen Z and millennials when purchasing vegan food. Lastly, it holds value in applying the value-belief-norm (VBN) theory to vegan food purchasing behavior, identifying the values prioritized by Gen Z and millennials when buying vegan food.
목차
ABSTRACT
1. 서론
2. 이론적 배경
3. 연구 방법
4. 실증 분석
5. 결론
REFERENCES
참고문헌 (56)
참고문헌 신청
An, S. Y. (2022, March 30). "Now, i'm important" generation MZ consumption keywords 3...yolo, miningout, flex, Ajunews. Retrieved from https://www.ajunews.com/view/20220330091811686
Ajzen, I., & Fishbein, M. (1975). A bayesian analysis of attribution processes. Psychological Bulletin, 82(2), 261.
Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84(5), 888-918.
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour. Englewood Cliffs, NJ: Prentice-Hall.
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control: From cognition to behavior (pp. 11-39). Berlin, Heidelberg: Springer Berlin Heidelberg.
Ajzen, I., & Fishbein, M. (1975). A bayesian analysis of attribution processes. Psychological Bulletin, 82(2), 261.
Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84(5), 888-918.
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour. Englewood Cliffs, NJ: Prentice-Hall.
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control: From cognition to behavior (pp. 11-39). Berlin, Heidelberg: Springer Berlin Heidelberg.
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