THE RISK PERCEPTION ATTITUDE FRAMEWORK:CONSUMER INVOLVEMENT, PERCEPTIONS OF RISK, AND RESPONSES TO FOOD LABELS

Sujung Nam,Juran Kim,Kyung-Tae Gong 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Introduction Consumers throughout the world, including Asia, are showing increased concerns about food safety. Public policy, industry, and academic researchers are turning increased attention to the effects of food labeling requirements. General food labels provide information about serving size, servings per container, total calories per serving, calories from fat, and minimum daily nutritional value. Consumers must then use the food labeling information to make individual dietary choices. Thus it is appropriate for researchers to ask how consumers formulate product choices and evaluations according to food labeling information including calorie counts and standardized nutritional information (Ford et al. 1996; Keller et al. 1997; Roe, Levy, & Derby 1999). Long-term strategies are critically needed to find ways to protect public health and to assure food safety. Health practitioners and governmental regulators have increased their efforts to address the growing problem by sponsoring programs for food safety and by requiring nutritional labeling. In answer to the need for further research in food consumption behavior (RFC), this study was conducted to investigate how manufacturers might use consumers’ perceptions of risks and involvement for planning the most effective food labeling. Theoretical Framework To find ways to promote general and social marketing healthful consumer use of food labels (Lefebvre, 1988; McDermott, 2000), this study utilizes consumer segmentation techniques in which consumers are categorized according to psychological and demographic profiles (Slater, Kelly, & Thackeray, 2006). That is, they are segmented based on essential homogeneous responses (Forthofer, 2000; Kotler, 1971) and demographic characteristics, including age, gender, income and social class, although demographics may be less effective than psychological differences for predicting responses to health promotions (Lefebvre, 1988; Slater, 1991). The psychographics approach to consumer segmentation, derived from marketing techniques, selects variables that predict health behaviors; that is, consumers are segmented according to how they process communication channel properties and message features (Rimal & Adkins, 2003). By focusing on consumer segmentation we elucidate how consumers react to food labeling designed to promote health and food safety. Consumer segmentation should help us understand why consumers might reject risky unhealthful behaviors and adopt protective healthful behaviors (Slater, 2006). The risk perception attitude framework (Garretson & Burton, 2000; Rimal & Real 2003; Turner, Rimal, Morrison &, Kim, 2006) is a theoretical perspective for segmenting consumers based on their perceptions of risk and their beliefs about personal efficacy. According to the risk perception attitude framework, risk perceptions are usually insufficient to motivate behavior, but when high risk perceptions are coupled with strong efficacy beliefs, people are more motivated to engage in self-protective behaviors. Social cognitive theory and the extended parallel process model also support the importance of efficacy beliefs as moderating risk perception effects on self-protective behavior (Bandura 1986; Witte 1994). Using the risk perception attitude framework for purposes of this study, consumers are classified into four groups according to their risk perception and self-efficacy as indicated by their involvement in health concerns. 1) The indifference group comprises study participants who have low risk perceptions and low involvement; they believe they face few risks, lack control of their actions, and are thus not motivated to undertake protective behaviors. 2) The responsive group comprises study participants who have high risk perceptions and high involvement and thus are motivated to undertake extensive self-protective behaviors. 3) The proactive group comprises participants who have low risk perception but high involvement; they believe strongly in their personal abilities to take control, but perceive low risk and are thus not motivated to engage in self-protective behaviors. 4) The avoidance group comprises study participants who have high risk perceptions and low involvement; they are concerned about the need to counter risks but lack the self-efficacy and involvement to follow recommendations. Research Questions To examine the risk perception attitude framework in the context of research on food consumption behavior (RFC), three central research questions are posed: RQ1: How are consumers classified according to their level of perceived risk and involvement? RQ2: Do different consumer types show different attitudes toward paying higher prices for safer food and toward paying attention to food labels? RQ3: What factors influence consumer classifications? Methods Data for this study came from research on food consumption behavior (RFC) conducted by Korea Rural Economic Institute (KREI) in 2014. In 2013, the KREI began gathering data regarding food consumption behavior to help the food industry develop more efficient use of food resources. RFC data are appropriate because they include data about various consumption patterns regarding food lifestyles, purchases, and food safety. Specifically, RFC for this study, we gathered data for a stratified sampling of 6,311 consumers, 19 to 75-years-old, living in 16 metropolitan city-regions in South Korea. Table 1 shows general features of the research participants. Among the respondents, 44.2% were men; 55.8% were women; 10.7% were 19 to 25-years-old; 37.6% were high school graduates; 46.9% had lower than middle school graduation levels, 21.9% were college graduates, 2.3% had post-graduate levels, 1.1% were uneducated; 36.5% had average monthly family incomes of 200~399; 1.3% had the highest rate of 1000 and more; 1.0% had low to moderate interest in health; 42.8% reported that they bought food two or three times weekly; 0.7% reported buying food once a month. Respondents reported an average 3.93 regarding risk perceptions for food safety. Their reported average level of involvement was 3.32; average of intention to pay higher prices for safe food was 3.37, and their average likelihood of checking food labels was 3.15. Measurement To score education levels, the uneducated group = 1, less than middle school = 2, high school graduates = 3, college graduates = 4, and postgraduates = 5. A five-point Likert-type scale was used to measure participants’ interest in their health (1 = complete indifference to 5 = very much interested). Also a five-point Likert scale was used to measure perceived risk for twelve items related to food safety: foreign substances, pesticide residue, use of antibiotics in livestock and fish, natural toxicity, food additives, heavy metals, endocrine disruptors, bacterial contamination, livestock disease, GMO, irradiation, packing hazards, and allergens (1 = not concerned at all to 5 = very concerned). Involvement was measured for three questions regarding food origin, food materials, and eco-friendly products (1 = not concerned at all to 5 = very concerned). Intentions to pay higher prices for safe food and to check food labels were measured from 1 = not at all to 5 = very positive. Results Four consumer groups were classified according to their level of perceived risk and involvement. We followed previous RPA model studies (e.g., Sullivan et al., 2008; Jo & Yoo, 2011) and classified groups based on median perceived risk and involvement: (≥4.00) for high perceived risk, (<4.00) for low perceived risk, (≥3.333) for high involvement, and (< 3.33) for low involvement. The responsive group had high perceived risk and high involvement; the proactive group had low perceived risk and high involvement; the avoidance group had high perceived risk and low involvement; and the indifference group had low perceived risk and low involvement. Additionally, ANOVA with post-hoc Tukey test was conducted to examine the average difference among the four groups regarding their intentions to pay higher prices for safe food and to check food labels. Multinomial logit regression was performed to discover the factors that influence classification of consumer types. Classification of consumer types according to perceived risk and involvement Table 1 shows the consumer classifications according to the level of perceived risk and involvement: 1,198 participants, 21.8%, were in the indifference group with low perceived risk and low involvement; 1,254 participants, 22.8%, were in the proactive group with low perceived risk and high involvement; 1,125 participants, 20.5%, were in the avoidance group with high perceived risk and low involvement; 1,924 participants, 35.5%, were in the responsive group with high perceived risk and high involvement. Among the four groups, the responsive group had a statistically significant relatively high ratio: χ2 value for group classification was 79.695 (p <.001). Consumer classification differences in purchase intentions to pay higher prices for safe food and to check food labels Table 2 shows differences in intentions to pay higher prices for safe food and to check food labels. The proactive group showed the highest average intentions to pay higher prices for safe food at 3.52, followed by the responsive group at 3.51, the avoidance group at 3.25, and the indifference group at 3.16. The differences among the groups were statistically significant. A Tukey post-analysis showed that the high involvement group, in contrast with the low involvement group, showed higher average intentions to pay higher prices for safe food. Among the low involvement groups, those with high perceived risk had higher average intentions than those with low perceived risk. The responsive group showed the highest average intentions to check food labels at 3.44, followed by the proactive group at 3.43, the avoidance group at 2.74, and the indifference group at 2.27. The differences among the groups were statistically significant. A Tukey post-analysis showed that high involvement groups, in contrast with low involvement groups, showed higher average intentions to check food labels, but no difference was found according to the level of perceived risk. Influential factors of consumer segmentations Table 3 shows the results of examining the factors of gender, age, education, monthly average family income, and interest in health that are typical in consumer segments. Comparing all groups with the responsive group, the indifference group was most likely to comprise young women who had lower educational levels, lower monthly income, and less interest in health. The proactive group was most likely to be made up of men. The avoidance group was most likely to be made of young men who had lower educational levels, lower monthly incomes, and less interest in health. Discussion This study is an investigation of the theoretical framework of risk perception and involvement according to indifference, proactivity, responsiveness, or avoidance consumer segments. The study centrally indicates that the four risk perception–involvement framework groups differ in their perceptions of risk and the extent of their involvement. By revealing the importance of high involvement as a fruitful intervention strategy, the results suggest practical implications for public policymakers and marketers who strive to devise appropriate food labeling. Social cognitive theory has long stressed the importance of enhancing personal involvement (Bandura 1986). That insight can be applied to the risk perception attitude framework for identifying particular audiences who will respond to involvement-enhancing messages. Our findings suggest that a useful strategy in promoting change is to recognize that consumers will react differently according to their tendencies toward indifference, proactivity, responsiveness, or avoidance.

Differences in Consumers’ Preferences for Menu Attributes as They Relate to Consumers’ Level of Food Involvement

우은주,김영국 관광경영학회 2016 관광경영연구 Vol.70 No.-

This study was undertaken in the context of the increase in food service and the importance of understanding consumers’ preferences in terms of food involvement in the food service sector. Therefore, this study is was to identify differences in attributes of take-out menus and the consumer’s level of food involvement. Based on previous studies, this study adopted five key attributes of take-out menus: price, taste of food, convenience, and nutrition, and food involvement as the extent to which people enjoy talking about food, entertain thoughts about food during the day, and engage in food-related activities. Valid responses were collected from 192 consumers who had used take-out food, and they were approached on the streets around shopping malls and restaurants. Although this study found no significant differences between the level of food involvement and price, convenience, or health, it did find differences between the level of food involvement and speed and taste. Findings contribute to advancing knowledge about consumers’ preferences in terms of involvement in the take-out food service sector.

K-food 속성과 맛에 대한 탐색적 연구 : 관여도와 친숙도에 따른 빅데이터 분석

유종혜(Liu, Zhonghui),안순태(An, Soontae),부천초(Fu, Qianchao) 한국광고홍보학회 2020 한국광고홍보학보 Vol.22 No.1

본 연구는 2018년 6월부터 2019년 6월까지 중국 소재 750개 한식당과 한국의 475개 한식당에 대한 중국인 소비자의 온라인 리뷰를 분석하였다. 구체적으로, 빅데이터 분석 기법을 활용하여 중국인 소비자의 한식 관여도와 한식 친숙도에 따른 한식당의 속성과 맛에 대한 감정을 비교하여 살펴보았다. 한식당 속성의 경우, 한식 관여도가 높은 소비자는 한식당의 중심적인 측면(맛, 음식관련 속성)에 대한 평가를 많이 하였고, 한식 관여도가 낮은 소비자는 한식당의 주변적인 측면(맛과 음식 이외의 속성)에 대해 평가를 더 많이 하는 것으로 나타났다. 또한, 한식에 대한 친숙도가 높은 소비자 역시 중심적인 측면에서 한식을 평가하는 경향이 있는 것으로 확인되었다. 한식 맛에 대해서는, 전반적으로 중국 소비자는 자극적인 맛보다는 부드러운 맛을 더 긍정적으로 평가하는 것으로 나타났다. 본 연구는 한식 관여도와 한식 친숙도를 고려하여 중국인 소비자의 한식당 속성과 맛에 대한 감정을 비교 분석하였고, 이러한 결과는 향후 K-food 마케팅 전략 수립과 실행을 위한 유용한 방향성을 제시해 줄 수 있을 것으로 기대된다. This study analyzed Chinese consumers’ evaluation of K-food based on the online reviews of 750 K-food restaurants in China and 475 K-food restaurants in South Korea from June 2018 to June 2019. Using big-data analysis techniques, we compared the online reviews in relation to their K-food involvement and familiarity. Regarding K-food attributes, while consumers with high K-food involvement were more likely to evaluate central aspects of K-food restaurants (attributes such as flavors and tastes), consumers with low K-food involvement tended to evaluate peripheral aspects of K-food restaurants (attributes other than flavors and tastes). Similarly, consumers with high K-food familiarity mentioned more about central aspects of K-food, as opposed to those with low K-food familiarity. Regarding K-food flavors, Chinese consumers showed preference toward mild flavors over strong or intense flavors. Using K-food involvement and familiarity, results provide useful insights for marketing strategies targeting diverse Chinese consumers as well as directions for ‘the globalization of Korean foods.’

국가 이미지가 K-Food 관여도, 한식이미지, 한식관광의도에 미치는 영향관계 - 현지 중국인을 대상으로 -

박진현,황조혜 한국관광학회 2015 관광학연구 Vol.39 No.3

The Food ''Hallyu'' that started with K-DRAMA and K-POP is now gaining more momentum, spreading to China. The purpose of this study is to develop a new variable called "K-FOOD Involvement" and to examine the relative effects of Affective and Cognitive Country Image on K-FOOD Involvement, Korean Food Image and Food Tourism Behavioral Intention. The convenience sample consists of 257 Chinese residents in Beijing and Shanghai in China. Descriptive statistic, Factor Analysis, Reliability Analysis and Structural Equation Modeling were used to examine the relationships among the study variables. The results were as follow: First, Affective Country Image has positive effects on K-Food Involvement and Korean Food Image while Cognitive Country Image does not have significant effects on those variables. Second, K-Food Involvement has a positive effect on Korean Food Image, which, in turn, has a positive effect on Korean Food Tourism Behavioral Intention. The current study also provides academic and practical implications for food tourism research and the food tourism industry. 최근 K-DRAMA, K-POP에 의한 한류열풍과 동시에 “치맥”과 같은 K-FOOD가 인기를 얻고 있다. 따라서 본 연구의 목적은 이러한 음식한류현상을 반영하는 “K-FOOD 관여도”라는 새로운 변수를 도출하고 국가이미지의 하위차원인 인지적 이미지와 정서적 이미지의 상대적 영향력을 비교함으로써, 국가이미지가 K-FOOD 관여도, 한식이미지, 한식관광의도에 미치는 영향을 연구하고자 하였다. 편의표본추출법으로 중국 북경과 상해에 거주하는 현지 중국인들을 대상으로 온라인 조사를 실시하였고 총 257부가 최종분석에 사용되었으며 빈도분석, 요인분석, 신뢰도분석 및 구조방정식모델분석을 실시한 결과는 다음과 같다. 첫째, 국가 정서적 이미지는 K-FOOD 관여도에 정(+)의 영향을 미치고 국가 인지적 이미지는 K-FOOD 관여도에 유의한 영향을 미치지 않는다. 둘째, 국가 정서적 이미지는 한식이미지에 정(+)의 영향을 미치고 국가 인지적 이미지는 한식이미지에 유의한 영향을 미치지 않는다. 셋째, K-FOOD 관여도는 한식이미지에 정(+)의 영향을 미치고 이에 따른 한식이미지가 한식관광의도에 정(+)의 영향을 미친다. 이러한 결과는 새로운 변수의 도출, 국가이미지 구성요소간의 상대적 영향력 비교 및 K-FOOD 관여도와의 관계에 대한 이론적 시사점과 외식업체들의 마케팅전략수립을 위한 실무적 시사점을 제시하였다.

한식 선택속성이 한식 관여도와 만족도에 미치는 영향

박정미 (사)한국조리학회 2022 한국조리학회지 Vol.28 No.8

The purpose of this study is to investigate the effect of Korean food selection attributes on Korean food involvement and satisfaction. As a result, it was intended to provide marketing strategy measures for consumer decision-making research to Korean food-related companies and people who wants to sell Korean food. In order to achieve this research purpose, an online survey was conducted on consumers who recently purchased Korean food menus, and a SPSS 24.0 statistical program was used for statistical analysis, and frequency analysis was conducted for the general characteristics of the sample. As a result of analyzing the study, first, it was found that among the selection attributes of Korean food, the selection attributes of health pursuit, practicality, and quality had a significant positive (+) effect on Korean food involvement. Second, a significant positive (+) influence relationship was derived between Korean food involvement and satisfaction. Finally, among the selection attributes of Korean food, only practicality and health pursuit resulted in significant results in satisfaction. This means that the selection attributes that consumers consider when purchasing Korean food are affected by individual experience or interest. These studies reflecting modern characteristics are expected to present academic implications for conducting similar studies in the future through theoretical verification along with practical strategy derivation.

관광객의 지역음식 소비행동과음식 관여도 및 음식 신공포증의 관계분석

남장현(Jang Hyun Nam),김영국(Yeong Gug Kim) 한국호텔외식관광경영학회 2012 호텔경영학연구 Vol.21 No.5

In general, food-related personality traits, such as food neophobia and food involvement, are stable characteristics and that individuals who are more highly involved with food are better able to discriminate between foods. From this point of views, this study assumed the important role of food-related personality traits of food neophobia and food involvement on local food experience at a tourist destination. Therefore, this study attempted to examine food involvement and food neophobia in tourists` experience of local food products. Also the current study is to identify tourists` tendency towards food neophobia and of food involvement, considering arguments that tourists seem to show neophilic tendencies, liking for novel food flavours, and high food-involved individuals may be more inclined towards new food experiences. The population was set as British tourists who had tasted local food during their holiday, since this study intended to consider food involvement and food neophobia to examine the difference of food experience amongst local foods regarded as unfamiliar, a little unfamiliar, and familiar to British tourists. The analysis found that travellers, who had eaten local foods in their destination, had neophilic tendencies, and they are also highly-involved in food. the findings of this study suggest that food neophobia and food involvement can be predictors of tourists` behaviour related food consumption. limitations and future research directions of the study were also discussed.

음식관광지로서 국내광역시에 대한 포지셔닝과 인식차이

정의석,황조혜 한국관광학회 2018 관광학연구 Vol.42 No.5

As the experience economy through food tourism has increased, local governments have developed various food festivals to encourage local economies through food tourism. However, there is a lack of research to compare the perceptions of food tourism destinations. The purpose of this study is to examine the differences in Seoul residents’ perceptions according to their food involvement and how they perceive the metropolitan cities in Korea as food tourism sites. For this purpose, visualization of the perceptions was accomplished through positioning and surveying the perceptions of the six metropolitan cities. In addition, the differences between the perceptions of the six major metropolitan cities were verified and the perceptions differed among the high and low involvement groups according to food involvement. As a result of the analysis, Busan was found to be higher than the other metropolitan cities in food material recognition, food culture recognition, food recognition, and tourism resource recognition factors. Also, it was found that the group with high food involvement had a higher perception of food tourism sites than the group with low food involvement. This study suggests that government officials and local industries should cooperate to develop tourism products linked to food and to promote local food tourism by encouraging participation and revisitation of people with high food involvement. 음식관광을 통한 체험경제가 확대되고 중요해짐에 따라 각 지자체에서는 음식관광을 통한 지역경제 활성화를 위해 다양한 음식축제를 개발하여 방문을 유도하고 있으나 음식관광지로서 다양한 지역의 인식을 비교하는 연구는 부족한 실정이다. 이에 본 연구에서는 서울특별시의 거주민이 국내 광역시를 음식관광지로서 어떻게 인식하고 있는지와 음식관여도에 따른 인식의 차이를 검증하였다. 이를 위해 서울특별시 거주민을 대상으로 설문자료를 수집하여 음식관광지로서 6대 광역시의 인식 차이를 비교하였고, 포지셔닝을 통해 지역 유사성에 대한 차별성을 측정하고 시각화 하였다. 또한 음식관여도에 따라 고관여 집단과 저관여 집단으로 나누어 각 집단별로 인식의 차이를 검증 하였다. 분석결과 부산광역시가 식재료인식, 식문화인식, 음식인식, 관광자원인식 요인 모두 다른 광역시에 비해 가장 높은 지역으로 확인 되었고, 대전광역시는 4가지인식 모두 가장 낮은 지역임이 확인 되었다. 지역 유사성 인식은 부산광역시, 울산광역시, 대구광역시를 비슷하게 인식하고 나머지 인천광역시, 광주광역시, 대전광역시는 음식관광지로 차별적으로 인식한다기 보다는 별개의 지역으로 인식하고 있어 지리적으로 근접한 지역을 비슷하게 인식하고 있는 것으로 확인 되었다. 또한 음식관여도가 높은 집단이 낮은 집단에 비해 음식관광지로서의 인식이 높은 것으로 확인 되었다. 본 연구의 결과로 부산광역시를 제외하고 각 광역시 별 특화된 음식이나 지역음식축제의 인식이 서울특별시 거주민에게 크게 인식되고 있지 않음이 확인 되었다. 이에 행정담당자와 지역 산업관계자들이 협력하여 음식과 연계한 관광 상품을 개발하고 지역음식의 다양한 체험과 경험의 빈도를 높여 참여와 재방문을 이끌어 지역 음식관광 활성화에 도움이 되는 시사점을 제시한다.

음식관광 관여도와 동기가 참여활동과 만족도에 미치는 영향

이덕순 ( Duk Soon Lee ) 대한관광경영학회 2013 觀光硏究 Vol.28 No.5

본 연구는 관광객들의 음식에 대한 관여도와 동기가 참여활동과 만족에 미치는 영향에 대한 연구를 통해 지자체의 음식관광 활성화 방안을 제시하고 이를 토대로 관광객들의 음식관광 만족을 높이고자 하는데 그 목적이 있다. 실증분석을 통해 본 연구에서 제시한 연구문제를 검증한 결과는 다음과 같다. 첫째, 음식관광 관여도는 음식관광 참여활동에 영향을 미치는 것으로 나타났다. 그 중 지역음식에서 자기표현, 음식체험에서 사회적 유대는 영향을 미치지 못하는 것으로 나타났다. 둘째, 음식관광 동기는 음식관광 참여활동에 영향을 미치는 것으로 나타났다. 그 중 지역음식에서 문화, 체험 및 행복, 음식체험에서 고유음식은 영향을 미치지 못하는 것으로 나타났다. 셋째, 음식관광 참여활동은 음식관광 만족도에 영향을 미치는 것으로 나타났는데 그 중지역음식이 음식체험보다 영향력이 큰 것으로 나타났다. 연구의 결과를 통한 시사점은 첫째, 지자체는 지역음식의 맛과 문화 등 다양한 부분을 관광객들이 인지하고 관심을 가질 수 있는 홍보를 통하여 관광객들이 관광지를 방문하기 이전에 지역의 음식에 충분히 관심을 가질 수 있도록 유도해 나가야 한다. 둘째, 지역의 음식이 관광객들에게 지역문화를 이해할 수 있고, 행복감을 주며 지역고유의 특색을 경험할 수 있다는 감성적 홍보를 통해 관광객들의 동기를 자극함으로써 음식관광 참여활동을 이끌어 내야 한다. 셋째, 음식관광객들의 만족도를 높이기 위하여 관광객들이 지역을 방문하였을 때지역음식을 체험할 수 있는 프로그램 및 행사를 시행하고 또한 지역고유음식점들의 홍보를 통해 관광객들이 지역음식을 맛볼 수 있는 기회를 최대한 많이 제공해 나가야 한다. The purpose of this study to propose policy alternatives to promote the food tourism of municipal government and to raise the tourists` satisfaction with food tourism by examining the effect of motive and involvement on the satisfaction and participation activity in food tourism. The following results were obtained. First, the involvement in food tourism influences the participation activities in food tourism. For the local foods, the kind of the foods did not affect the participation activities in food tourism. For the food experiences, the locality did not affect the participation activities in food tourism. Second, the motive of food tourism influences the participation activities in food tourism. For the local foods, food quality and charm did not affect the participation activities in food tourism. Third, the participation activity in food tourism affected the satisfaction with food tourism. The effect of local foods was larger than that of food experience. This study shows that the motive and involvement in food tourism can influence the participation activities in food tourism. The policy implication of this result is that the implement of promotional marketing stimulating the motive and involvement in food tourism of food tourists visiting Jeonju city area can act as good policy measures that can raise the satisfaction with the food tourism in Jeonju city area. Thus, Jeonju city should stimulate the interests and motives of the Jeonju food tourists by the promotion of the images and the tastes of various Jeonju foods. The involvement in food tourism can influence the satisfaction with the Jeonju food tourism. The policy implication of this result is that the participation activity in Jeonju food tourism can raise the satisfaction of the Jeonju food tourists. Thus, Jeonju city can advertize the Jeonju food and raise the satisfaction of the Jeonju food tourists by implementing the programs and events where Jeonju city tourists can taste and buy Jeonju foods.

식품 관여도에 따른 유기농 식품 수용과 저항이 구매의도에 미치는 연구

박명은(Myeongeun Park),김선옥(Sunok Kim),유소이(Soye You) 한국소비문화학회 2022 소비문화연구 Vol.25 No.2

건강과 환경에 대한 관심은 유기농산물을 구입하는 대표적인 동기로 알려져 있다. 이러한 관점에서 한때 틈새시장으로 자리했던 유기농 식품은 건강과 관련된 삶의 질 추구 및 생태적 환경 보호 측면에서 시장에서 상당한 소비자 관심을 끌고 있다. 이에 본 연구는 식품 관여도 수준에 따라 소비자를 고관여와 저관여 소비자로 유형화하고, 유기농 식품에 관한 소비자 가치와 구매의도 간의 관계를 통합적으로 이해하고자 계획적 행동이론(Theory of Planned Behavior)과 행동추론이론(Behavioral Reasoning Theory)을 결합한 확장 모형을 통해서 제품 수용과 저항 이유들이 건강에 대한 소비자 가치와 구매의도를 파악하는 과정에서의 영향력을 분석하였다. 분석을 위해 온라인 조사전문업체의 패널을 활용하여 전국의 20세 이상 성인을 대상으로 설문조사를 실시하였고, 총 275부의 설문응답이 최종 분석에 활용되었다. 유기농 식품에 대한 소비자 가치와 구매의도 간의 관계를 파악하기 위해 빈도분석, 탐색적 및 확인적 요인분석, 상관관계 분석, 다중집단분석을 실시하였다.분석 결과 저관여 소비자의 경우 유기농 식품에 대한 소비자 가치가 소비자 태도에, 소비자 태도와 지각된 행동통제가 구매의도에 통계적으로 유의한 영향을 주는 것으로 나타났다. 반면, 고관여 소비자는 건강에 대한 소비자 가치는 소비자 태도, 위험장벽, 수용이유(영양성분, 생태복지)에, 수용이유는 소비자 태도에, 소비자 태도와 지각된 행동통제는 구매의도에 통계적으로 유의한 영향을 주는 것으로 나타났다. 두 집단 모두 건강에 대한 소비자 가치는 유기농 식품에 대한 소비자 태도에 강한 유인으로 작용함을 확인하였다. 본 연구는 고관여 소비자의 경우 유기농 식품을 구매하는데 있어서 수용이유 등이 구매의도에 있어서 중요한 요인임을 파악하였고, 식품 관여도 수준에 따라 집단을 유형화 하여 유기농 식품 구매에 대한 태도-의도의 소비자 차이에 대한 구매행동을 이해하고 설명하였다는 점에서 의의를 지닌다. This study segmented consumers into high- and low-involvement consumers according to the level of food involvement. In order to understand the difference between consumer attitudes and purchasing behaviors regarding organic food, consumer value explained the purchasing behavior of organic food by integrating the causes of product acceptance or resistance into the consumer decision process. To this end, through an extended model that combines theory of planned and behavioral reasoning theory, the consumer value for health and the consumer purchase behavior process for organic food were comprehensively understood. For analysis, a panel of online survey companies was used. A survey was conducted on 20-year-old adults nationwide, and a total of 275 survey responses were used for the final analysis. In order to understand the relationship between consumer value and purchase intention for organic food, frequency analysis, exploratory and confirmatory factor analysis, correlation analysis, and multi-group analysis were conducted. As a result of the analysis, in the case of low-involvement consumer purchasing behavior, the consumer value of organic food influenced consumer attitudes, and consumer attitudes and perceived behavioral controls had a statistically significant effect on purchase intention. In the case of high-involvement consumer purchasing behavior, consumer value for health influenced consumer attitudes, risk barriers, and reasons for acceptance (nutritional content, ecological welfare), and consumer attitudes and perceived behavioral controls were found to have a statistically significant effect on purchase intention. Both groups confirmed that consumer value might act as a strong attraction for consumer attitudes. This study found that the reason for resistance and the reason for acceptance are important factors in purchasing intention when purchasing organic food by consumers. It might be useful in that it understood and explained the purchasing behavior of consumer differences in attitudes to organic food purchase by categorizing groups according to the level of food involvement.

유전자변형(GMO) 표시방법 프레이밍이 소비자의 위험지각과 구매의도에 미치는 영향

김영주 ( Kim Youngju ),석관호 ( Suk Kwanho ) 한국소비자학회 2019 소비자학연구 Vol.30 No.6

본 연구는 GMO식품 표시방법이 GMO원료를 포함하는 GMO식품과 GMO원료를 사용하지 않은 일반식품 평가에 미치는 영향을 고찰하였다. 동일한 식품이라도 GMO 표시방법에 따라 소비자에게 전달되는 원료에 대한 정보가 달라지며, 이는 소비자가 제품을 평가하는 데 영향을 미칠 수 있다. 본 연구는 식품 원료를 표시하는 데 있어서 두 가지 프레임의 영향을 검증하였다. 속성존재 프레임(presence frame)이 사용되는 경우에는 GMO식품에는 “GMO”라는 라벨이 표시되고, 일반식품에는 GMO와 관련된 정보가 제시되지 않는다. 반대로 속성부재 프레임(absence frame)이 사용되는 경우 일반식품에는 “Non-GMO”라는 표시가 사용되지만 GMO제품에는 관련 정보가 표시되지 않는다. 본 연구는 GMO표시방법이 소비자의 제품 평가에 미치는 영향에 대한 가설을 제시하고, 두 실험을 통해 이를 검증하였다. 실험 1의 결과는 동일한 GMO식품이라도 속성존재 (vs. 부재) 프레임의 경우에 지각된 위험과 구매의도가 더 부정적이라는 것을 보여주었다. 그러나 일반식품에서는 정보 표시방법의 효과가 나타나지 않았다. 실험 2에서는 개인 특성 변수인 건강관여도(health motivation)의 조절 효과를 검증하였으며, GMO정보 제시방법의 효과는 소비자의 건강관여도가 높을수록 강한 것으로 나타났다. 본 연구는 GMO원료 표시방법이 소비자의 제품지각 및 구매의도에 미치는 영향을 검증했다는 점에서 소비자교육과 공공정책 결정에 시사점을 줄 것으로 기대된다. This research examines the effects of GMO (genetically modified organisms) food labeling on the evaluations of foods that either contain or do not contain GMO ingredients. Although there has been no conclusion about the debates on whether GMO foods are harmful to health, consumers tend to believe that GMO can potentially cause health problems. Therefore, consumers have negative attitudes towards GMO products that are perceived to be high in health risk. An important issue that is related to risk perception is how to communicate whether a food product contains GMO ingredients or not. Information about food ingredients are presented by food labels, and there are different methods to label GMO ingredients. The current research compares between two labeling methods for communicating GMO ingredients. An attribute “presence” frame presents GMO foods with “GMO” label and Non-GMO foods (that do not contain GM ingredients) without any related labels. On the other hand, an attribute “absence” frame presents Non-GMO foods with “Non-GMO” label and GMO foods without any labels. Therefore, the information that describes the same type of food differs depending on which frame is used to communicate GMO ingredients, which in turn can affect consumer evaluation of the GMO and Non-GMO foods. We test the influence of GMO labeling on perceived health risk of the food and purchase intention of the food. We expect the influence labeling on purchase intention is mediated by perceived risk. We hypothesize that purchase intentions of GMO and Non-GMO foods are affected by GMO label framing (H1), the influence of labeling on purchase intention is mediated by perceived health risk (H2), and the labeling effect is stronger for consumers with higher (vs. lower) level of health involvement (H3). H1 predicts that the influence of GMO labeling on purchase intention will differ for GMO foods and Non-GMO foods. Specifically, it is predicted that consumer evaluation of GMO foods is more negative for attribute presence frame than attribute-absence frame. Because negative product information tends to draw more consumer attention and have stronger influence on product evaluation (i.e., negativity bias), the “GMO” label of the presence-frame should decrease consumer preference for GMO foods. For Non-GMO foods, it is expected that the effects of GMO labeling on consumer evaluation is weaker than those for GMO foods. This prediction is based on the logic that the influence of positive (vs. negative) information on product perception and evaluation is weaker. In addition, because Non-GMO (vs. GMO) foods are more common, “Non-GMO” label is less diagnostic. H2 predicts that the influence of GMO labeling on purchase intention is mediated by perceived health risk of the food. H3 is about the moderating role of consumer health involvement. It is expected that the GMO labeling effect is stronger for consumer with higher (vs. lower) level of health involvement because they tend to pay more attention to and influenced more by food labels. The research hypotheses were tested in two experiments. Experiment 1 tested the influence of GMO labeling (i.e., attribute presence vs. absence) on consumer purchase intention of GMO and Non-GMO orange juice product. Perceived health risk was measured as potential mediator. The results supported our hypotheses. The attribute presence (vs. absence) frame increased perceived risk and decreased purchase intentions of the GMO food. However, the influence of GMO labeling on perceived risk and purchase intention was not significant for the Non-GMO food. Perceived health risk mediated the influence of labeling on purchase intention. Experiment 2 tested the moderation effect of health involvement in the effects of GMO labeling on purchase intention for GMO and Non-GMO Cajun nuts. The results show that the impact of GMO labeling on consumer purchase intention was moderated by consumer health involvement. That is, the effects of GMO information presentation method on purchase intention were stronger (weaker) when consumers' health involvement level is higher (lower). The findings of this research present implications for public policy and consumer education. Consumer perception and purchase of foods can be influenced by the law or regulations about GMO ingredients, which should be taken into consideration in public policy decisions. Another important implication is for consumer education. Consumer may be able to make a better decision by understating that their perception and purchase decision can be affected the way the food information is presented.