웰빙 라이프스타일이 친환경 식자재에 대한 가치 지각, 관심도 및 구매행동에 미치는 영향

다국어 초록 (Multilingual Abstract)

The Effect of Wellbeing Lifestyle on Value Awareness, Interest and Purchase of Environmental-Friendly Ingredients

Kim, Min

Graduate School of Industrial Management Gyeongju University

Department of Hotel and Food Service management

(Supervised by Professor Lee, Yeon - Jung)

(Abstract)
Recently, consumption style of customers has been turned into the one of high-quality healthy food with a rise in income. Customers' interest in food safety and the demand of safe agricultural products have increased continuously. Producers have changed their recognition about the importance of environmental-friendly products.
However, after the IMF financial crisis, dining-out costs and food expenses have been reduced due to the depressed economy and food companies have done illegal acts to survive in the competition because they should made cheaper food. With the values of well-being, the interest in health has increased and bovine spongiform encephalopathy avian influenza and the cases of inedible dumplings, a synthetic seasoning of kimchi instant noodle, Chinese produce, Chinese Kimchi with parasites have made customers anxious and the safe food purchase increase. Therefore, this study has researched how well-being style has an effect on customers' value awareness, interest and purchase of environmental-friendly ingredients.
For this, questionnaire in the self fill-in way has been done with interviewers from April 1st to 30th in 2009 aimed at consumers who have visited department stores or grocery stores. 400 copies of questionnaire have been circulated and 370 copies have been collected and available 326 copies except unavailable 8 have been analysed.
The results are summarized as follows.
First, as a result of the first hypothesis verification - 'wellbeing style has a positive effect on recognized value', society-oriented, health-oriented, family-oriented, senior year-oriented, personality and environmental awareness-oriented factors have a meaningful influence and especially health-oriented factor has a biggest impact on environmental-friendly ingredients. Therefore, when the health-oriented propensity increases, the recognized value of environmental-friendly ingredients can be raised.
Second, as result of the second hypothesis verification-'wellbeing style has a positive effect on the interest in environmental-friendly ingredients', resources saving-oriented, health-oriented, family-oriented, senior age -oriented and personality and environment awareness-oriented factors have a meaningful effect and especially, environment awareness-oriented factor has the most powerful impact on interest in environmental-friendly ingredients. Therefore, when the health-oriented factor increases among factors of wellbeing life styles, the interest in environmental-friendly ingredients can be raised.
Third, as result of the third hypothesis verification-'wellbeing style has a positive effect on purchase intention of environmental-friendly ingredients', resources saving-oriented, society-oriented, health-oriented, family-oriented, senior age-oriented and personality and environment awareness-oriented factors have a meaningful impact and especially, environment awareness-oriented factor has the most powerful impact on purchase intention of environmental-friendly ingredients. Thus, when the personality and environmental awareness -oriented factor increases among factors of wellbeing life styles, the purchase of environmental-friendly ingredients can be raised.
Fourth, as result of the fourth hypothesis verification- 'recognized value of environmental-friendly ingredients has a positive effect on the interest in environmental-friendly ingredients', recognized value of environmental-friendly ingredients has a meaningful impact on the interest in environmental-friendly ingredients. Thus, consumers can have more interest in environmental-friendly ingredients by applying the public relations and marketing method.
Fifth, as result of the fifth hypothesis verification- 'recognized value of environmental-friendly ingredients has a positive effect on the intention purchase of environmental-friendly ingredients', recognized value of environmental-friendly ingredients has a meaningful impact on the purchase intention in environmental-friendly ingredients. Therefore, consumers can be encouraged to purchase more environmental-friendly ingredients by applying the public relations and marketing method to have more interest in environmental-friendly ingredients.
Sixth, as result of the fifth hypothesis verification- 'environmental-friendly ingredients has a positive effect on the intention purchase of environmental-friendly ingredients', recognized value of environmental-friendly ingredients has a meaningful impact on the purchase intention in environmental-friendly ingredients. Therefore, consumers can be encouraged to purchase more environmental-friendly ingredients by applying the public relations and marketing method to have more interest in environmental-friendly ingredients.
The limitation and the study assignments are as follows.
First, as a result of snowball sampling among visitors to the professional grocery stores or supermarkets of environmental-friendly ingredients throughout the country, too much emphasis is placed on women compare with men; so, there is limitation to generalize it.
Second, the generalization in the limited types of wellbeing life styles can be unreasonable to change the customers' psychology and consumption desire that varies from time to time.
Third, a study should be performed aimed at a wide variety of customers not only aimed at customers in the professional grocery stores or supermarkets of environmental-friendly ingredients during the long-term.
Fourth, the factors of wellbeing life style should be more fragmented and the systematic study on the effect of the value awareness, the interest and the purchase on environmental-friendly ingredients on depending on the fragmented groups should be done by using other variables which have not been researched.

목차 (Table of Contents)

• Ⅰ. 서 론 1
• 제 1 절 문제의 제기 1
• 제 2 절 연구의 목적 3
• 제 3 절 연구의 범위와 방법 4
• 1. 연구의 범위 4
• 2. 연구의 방법 5
• 제 4 절 연구의 흐름 6
• Ⅱ.이론적 배경 7
• 제 1 절 라이프스타일 7
• 1. 라이프스타일의 정의 7
• 2. 라이프스타일의 분석법 12
• 3. 라이프스타일과 웰빙 관련 선행 연구 22
• 제 2 절 친환경 식자재 25
• 1. 친환경 농산물의 정의 25
• 2. 친환경 농산물의 재배 현황 27
• 3. 친환경 농산물에 대한 선행연구 29
• 제 3 절 지각된 가치 31
• 1. 지각된 가치의 개념 31
• 2. 지각된 가치에 관한 선행 연구 33
• 제 4 절 관심도 35
• 1. 관심도의 정의 35
• 2. 관심도의 측정 변수 37
• 제 5 절 구매의도 40
• 1. 구매 의도 40
• 2. 구매의도의 선행연구 45
• Ⅲ. 연구의 설계와 분석 방법 47
• 제 1 절 연구의 모형과 가설 설정 47
• 1. 연구의 모형 47
• 2. 연구가설 48
• 3. 변수의 조작적 정의와 측정 48
• 제 2 절 설문지의 설계 51
• 1. 설문 문항의 추출 51
• 2. 설문지의 구성 51
• 제 3 절 조사 설계 및 분석방법 52
• 1. 표본의 추출 52
• 2. 자료수집 53
• 3. 분석 방법 54
• Ⅳ. 결과 분석 56
• 제 1 절 기초자료분석 56
• 1. 인구통계학적 특성 56
• 2. 친환경 식자재의 이용행태 58
• 제 2 절 측정도구의 신뢰성 및 타당성 분석 60
• 1. 신뢰도 및 타당도 분석 60
• 제 3 절 연구가설의 검증 66
• 1. 웰빙 라이프 스타일이 친환경 식자재의 지각된 가치에 미치는 영향 검증 결과 66
• 2. 웰빙 라이프 스타일 요인이 친환경 식자재의 관심도에 미치는 영향 검증 결과 67
• 3. 웰빙 라이프 스타일 요인이 친환경 식자재의 구매 행동에 미치는 영향 검증 결과 69
• 4. 친환경 식자재의 지각된 가치가 친환경 식자재의 관심도에 미치는 영향 검증 결과 70
• 5. 친환경 식자재의 지각된 가치가 친환경 식자재의 구매 행동에 미치는 영향 검증 결과 71
• 6. 친환경 식자재의 관심도가 친환경 식자재의 구매행동에 미치는 영향 71
• Ⅴ. 결 론 73
• 제 1 절 연구 결과 요약 및 시사점 73
• 제 2 절 연구의 한계점 및 향후 연구방향 76
• 참 고 문 헌 77
• 설 문 지 87
• ABSTRACT 93