못난이 푸드(Ugly Food)의 흠집이 지각된 품질, 진정성, 구매의도, 프리미엄 지불의사에 미치는 영향 : 유기농 라벨과 환경관심도를 조절변수로 = The Effect of Defect of Ugly Food on Perceived Quality, Authenticity, Intention to Purchase, and Willingness to Pay Premium: Organic label and Environmental Concerns as Moderating Variables

다국어 초록 (Multilingual Abstract)

The foods that consumers do not purchase will lead to food waste and environmental problems. Due to COVID-19, consumers have become highly interested in the environment and this connects to an eco-friendly attitude. Thus, this study aimed to identify the relationship between authenticity, perceived quality, purchase intention, willingness to pay premium prices, organic labels, and environmental concerns of ugly food appearance for sustainable consumption. Apple was selected to represent the visually unappealing (ugly) food and the study was divided into normal and defective type of apples. The results showed that, when there is a defect of the food's appearance, the consumers’ buying habits demonstrated a lower belief in authenticity, perceived quality, purchase intention, and willingness to pay a premium price. However, consumers’ responses changed positively when organic labels were represented. Additionally, the authenticity and perceived quality affected purchase intention and willingness to pay a premium. Finally, environmental concerns were divided into three groups to verify the moderating effect of the relationship between food appearance and consumer response, and there was a significant interaction effect on perceived quality and purchase intention. This study expanded the scope of ugly food research on the subject of defects and confirmed that authenticity and organic labels can be used as variables to promote sustainable consumption. The study also offers valuable insights for food marketers to understand a willingness of environmentally conscious consumers to pay premium prices, thus increasing sales in the future.

국문 초록 (Abstract)

소비자가 구매하지 않는 식품은 음식물 쓰레기로 이어지며 이러한 음식물 쓰레기 배출과 식량 낭비는 환경문제로 이어질 수 있다. 코로나 19로 인해 소비자들은 가치 소비에 관심이 높아지며 친환경적 소비 태도를 보인다. 이에 이 연구는 단순히 못생겼다는 이유만으로 버려지는 못난이 푸드의 지속가능한 소비 장려를 위해 못난이 푸드 외관과 진정성, 지각된 품질, 구매의도, 프리미엄 지불의사와 유기농 라벨, 환경관심도의 관계를 파악하고자 하였다. 못난이 푸드를 대표하는 사과를 선정해 외관을 일반과 흠집으로 구분하여 소비자의 반응에 대한 연구를 진행하였다. 분석결과, 첫째, 푸드 외관에 흠집이 있을 때 푸드에 대한 진정성과 지각된 품질을 낮게 인식하며, 낮은 구매의도와 프리미엄 지불의사를 나타냈다. 둘째, 일반 사과와 흠집 사과에 유기농 라벨을 제시한 경우 소비자들의 반응은 긍정적으로 변화하였다. 셋째, 못난이 푸드에 대한 진정성과 지각된 품질이 구매의도 프리미엄 지불의사에 정(+)의 영향을 미치는 것으로 나타났다. 마지막으로 환경관심도를 3집단으로 구분하여 푸드 외관과 소비자 반응의 관계에서 환경관심도의 조절효과를 검증한 결과, 지각된 품질과 구매의도에 유의한 상호작용효과가 나타났다. 이 연구는 못난이 푸드 외관의 주요 특징 중 하나인 흠집을 주제로 못난이 푸드 연구의 범위를 확대하였으며 지속가능한 소비를 촉진하기 위한 변수로 진정성과 유기농 라벨을 활용해 소비자의 인식을 높일 수 있는 것을 확인하였다. 또한, 프리미엄 지불의사를 활용해 식품업자의 매출 상승에 도움을 줄 수 있는 자료를 제공하고 환경관심도를 통해 소비자를 세분화하였다는 점에서 가치를 가진다.

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