본 연구의 목적은 Ajzen(1991)의 계획된 행동이론을 바탕으로 로컬 푸드를 구매와 관련한 기초적인 인지적 근거를 조사하는 것이다. 개방형 문항으로 이루어진 온라인 설문조사를 통해서 163명의 응답자로부터 자료를 수집하였으며, 수집된 로컬 푸드 구매와 관련한 소비자의 핵심적인 행동적 신념, 규범적 신념, 통제적 신념에 대한 자료를 분석하고 평가했다. 응답자들의 가장 핵심적인 행동적 신념은 지역경제 발전에 이바지함으로 나타났으며, 뒤를 이어 신선함, 식품의 원산지와 취급과정에 대한 지식, 환경혜택, 건강혜택으로 나타났다. 규범적 신념으로는 지역 사업가, 지역 농부, 가족, 지역민, 친구의 순으로 로컬 푸드 구매를 지지하는 것으로 나타났다. 반면, 로컬 푸드 구매와 관련한 장애물로는 불편한 로컬푸드 상점의 위치와 영업시간, 높은 가격, 상품의 제한성과 다양성, 구매처에 대한 제한된 지식등이 주로 거론되었다.
본 연구의 목적은 Ajzen(1991)의 계획된 행동이론을 바탕으로 로컬 푸드를 구매와 관련한 기초적인 인지적 근거를 조사하는 것이다. 개방형 문항으로 이루어진 온라인 설문조사를 통해서 163명의 응답자로부터 자료를 수집하였으며, 수집된 로컬 푸드 구매와 관련한 소비자의 핵심적인 행동적 신념, 규범적 신념, 통제적 신념에 대한 자료를 분석하고 평가했다. 응답자들의 가장 핵심적인 행동적 신념은 지역경제 발전에 이바지함으로 나타났으며, 뒤를 이어 신선함, 식품의 원산지와 취급과정에 대한 지식, 환경혜택, 건강혜택으로 나타났다. 규범적 신념으로는 지역 사업가, 지역 농부, 가족, 지역민, 친구의 순으로 로컬 푸드 구매를 지지하는 것으로 나타났다. 반면, 로컬 푸드 구매와 관련한 장애물로는 불편한 로컬푸드 상점의 위치와 영업시간, 높은 가격, 상품의 제한성과 다양성, 구매처에 대한 제한된 지식등이 주로 거론되었다.
The main purpose of this study is to get insight into the essential cognitive basis of local food purchase behavior based on Ajzen's (1991) theory of planned behavior. By asking open-ended questions using an online survey, participants' (n=163) salient behavioral, normative, and control beliefs in r...
The main purpose of this study is to get insight into the essential cognitive basis of local food purchase behavior based on Ajzen's (1991) theory of planned behavior. By asking open-ended questions using an online survey, participants' (n=163) salient behavioral, normative, and control beliefs in regard to local food purchase were assessed and analyzed. The most salient advantage was supporting local economy, followed by freshness, knowledge of where the food came from and how it was handled, environmental benefits, and health benefits. Assessing to consumers' normative beliefs found that local businesses, local farmers, family, local people, and friends were the most frequently mentioned individuals or groups who would approve consumers' local food purchasing. In contrast, the most salient barrier was inconvenient store location and time, followed by higher prices, limited availability and variety, and limited knowledge about where to buy local food.
The main purpose of this study is to get insight into the essential cognitive basis of local food purchase behavior based on Ajzen's (1991) theory of planned behavior. By asking open-ended questions using an online survey, participants' (n=163) salient behavioral, normative, and control beliefs in regard to local food purchase were assessed and analyzed. The most salient advantage was supporting local economy, followed by freshness, knowledge of where the food came from and how it was handled, environmental benefits, and health benefits. Assessing to consumers' normative beliefs found that local businesses, local farmers, family, local people, and friends were the most frequently mentioned individuals or groups who would approve consumers' local food purchasing. In contrast, the most salient barrier was inconvenient store location and time, followed by higher prices, limited availability and variety, and limited knowledge about where to buy local food.
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문제 정의
Therefore, this research investigated consumers’ underlying beliefs of purchasing local food using the framework of the TPB indirect measures.
In order to fill the research gap discussed above, the researchers conducted an elicitation study with 163 respondents from 30 different states to discover consumers’ underlying beliefs of purchasing local food. Thus, the purpose of this study is to get insight into the essential cognitive basis of local food purchase behavior using the TPB elicitation study method.
가설 설정
1. What do you believe are the advantages of purchasing local food?
2. What do you believe are the disadvantages of purchasing local food?
3. Are there any individuals or groups who would approve of purchasing local food?
4. Are there any individuals or groups who would disapprove of purchasing local food?
제안 방법
In conclusion, this study explored U.S consumers’ beliefs regarding purchasing local food with a qualitative method.
In order to fill the research gap discussed above, the researchers conducted an elicitation study with 163 respondents from 30 different states to discover consumers’ underlying beliefs of purchasing local food.
대상 데이터
A total of 163 participants responded to the survey. After collecting all responses, the sentences were picked from the survey first.
This study discovered U.S. consumers’ behavioral, normative, and control beliefs about purchasing local food by conducting an elicitation study with 163 respondents from 30 different states.
이론/모형
The purpose of this study was to get insight into the essential cognitive basis of local food purchase behavior using the TPB elicitation study method. This study discovered U.
성능/효과
The respondents perceived inconvenient store locations and hours were their biggest barrier to purchase local food (62%). This may imply that many people perceive local food is only available at farmers’ markets and the markets are in inconvenient locations with limited hours: “The biggest factor that prevents me from buying local is that the stands either close early in the evening or are only open on certain days,” “In addition, the farmer's market is often during the weekdays during work hours, so it is not possible to visit this market if you are working full time,” “Not enough days for the local farmers markets to open,” “Having to travel too far with the price of gas,” and “Accessibility! If I have to drive 30 minutes to pick up local produce that I could by at a store 5 minutes from my house would be prohibitive.
후속연구
Next, a frequency analysis was done as the guideline provided by Ajzen (2011) and Francis et al (2004) to develop a foundation for a future quantitative study to measure the contribution of the TPB variables toward local food purchase intention. According to van der Pligt and Eiser (1984), each salient belief can be adequately represented by three to five beliefs.
참고문헌 (16)
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