[논문]고단백 스낵과 비건 스낵에 대한 선택속성과 구매 행동 연구

박희란; 조미숙

doi:10.7318/kjfc/2021.36.4.373

고단백 스낵과 비건 스낵에 대한 선택속성과 구매 행동 연구
A study on the Selection Attributes and Purchasing Behavior of Protein Fortified Snack and Vegan Snack 원문보기

韓國食生活文化學會誌 = Journal of the Korean Society of Food Culture, v.36 no.4, 2021년, pp.373 - 381

박희란 (이화여자대학교 식품영양학과) , 조미숙 (이화여자대학교 식품영양학과)

Abstract ▼ AI-Helper

The number of vegans has increased rapidly due to religious and ethical beliefs, environmental concerns, health, etc. Also, as interest in healthy and safe food increases, the demand for organic products or nutrition-enhanced products is increasing. Therefore, this study aimed to investigate the selection attributes and purchasing behavior for protein-fortified and vegan snacks. It is anticipated that the results would find use as basic data for developing protein-fortified snacks for vegans that can meet consumer needs and derive marketing strategies. A survey was conducted on 140 consumers. According to the analysis of their purchase behavior, the number of people who had purchased high-protein snacks and vegan snacks was higher than those who did not have prior experience. The reasons for the purchase of protein fortified snacks included 'meal replacement' at 'offline-convenient store/supermarket'. Vegan snacks were purchased for 'ethical beliefs, health, environment' at 'offline-vegan restaurant, bakery'. Both snacks showed above-normal preferences. However, it is necessary to improve taste and flavor when developing these products as these were the factors that negatively impacted the preferences. The attributes were factorized into the 'showing off factor', 'sensory factor', 'credence factor', and 'functional factor' and the 'sensory factor' was considered the most important.

주제어

표/그림 (8)

표 Demographic information of participants
표 Consumer’s purchase behavior about protein fortified snacks
표 Consumer’s perception about protein fortified snacks
표 Factor analysis for the selection attributes of protein fortified snack
표 Consumer’s purchase behavior about vegan snacks
표 Consumer’s perception about vegan snacks
표 Factor analysis for the selection attributes of vegan snack
표 Protein fortified snack and vegan snack attributes

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