대전ㆍ충청지역 소비자의 로컬푸드 인식 유형에 따른 구매행태와 만족에 관한 연구

김종남,구혜경 한국지역사회생활과학회 2020 한국지역사회생활과학회지 Vol.31 No.3

This study confirmed consumers’ perception of local food in Daejeon and Chungcheong Province and classified consumers. Consumers were divided into apathy group, non-trusting group, preference group and high-involvement group. The main influence of local food perception type was satisfaction with the social contribution of local food. In particular, if they were not willing to make additional payments to local food, they were more likely to belong to a non-trust group, and the more satisfied they were with the freshness of local food, the more likely they were to belong to the preference group. The higher the satisfaction level with the safety of local food, the higher the probability of belong to high-involvement group. In order to revitalize local food, it will be necessary to clarify policies that enhance the safety of local food and strengthen PR and consumer education on the social value of local food.

로컬푸드 소비자의 구매동기와 유형화 연구

고주희 ( Ko Juhui ),나종연 ( Rha Jong-youn ) 한국소비자학회 2021 소비자학연구 Vol.32 No.6

Sales for local food have increased noticeably as ethical consumption has gradually expanded to a universal consumption phenomenon, and as consumers' interest in health and safety has increased, leading local food to be accessed through various distribution channels such as online and mobile channels. As the consumption environment and values keep changing, new research on consumers’ purchase motivation and behavior of local food is necessary. Therefore, this study examined three dimensions of purchase motivation; ‘food choice motivation’ in that local food is a kind of food, ‘altruistic motivation’ in that local food has a value that is pro-social and environmentally-friendly, and ‘other-oriented motivation’ in that local food is gaining popularity recently. Local food is beneficial to individuals, society, and the environment, and thus this study discussed methods for further promoting local food consumption based on the characteristics and purchase behavior of each consumer type categorized according to local food purchase motivations. This study conducted a nationwide survey of 528 adult consumers in their 20s to 60s who have purchased local food and then examined their demographic characteristics, purchase motivation for local food, and purchase behavior regarding local food. Using SPSS 25.0, this study examined the overall trend of local food purchase behavior through descriptive statistics and frequency analysis, derived five sub-factors of local food purchase motivation through exploratory factor analysis, and then categorized consumers into six groups through K-means clustering. Then, this study conducted a chi-square test and ANOVA with Duncan’s new multiple range test to identify a significant difference in demographic characteristics and purchase behavior between consumer types. As a result of the analysis, it was found that the overall degree of purchase by local food consumers in Korea is not high. When purchasing local food offline, it was found that large discount stores, small and medium-sized supermarkets, and local food stores were mainly used, and when buying online, online shopping malls and online malls for large discount stores were mainly used. It was also shown that the quality of the product, reasonable price, and convenience of use are considered important when selecting where to buy local food. The purchase motivation appeared in the order of functional motivation, economic motivation, altruistic motivation, access motivation, and other-oriented motivation. Thus, it was confirmed that the quality of local food, such as health, safety, and taste, is the strongest among local food purchase motivations. As a result of categorizing local food consumers into six clusters according to five local food purchase motivations, it was found in the order of ‘various motivation type(30.1%),’ ‘no motivation type(20.1%),’ ‘social and environmental-oriented type(19.3%),’ ‘price-oriented type(11.0%),’ ‘quality-oriented type(9.8%),’ and ‘experience-oriented type(9.7%).’ In addition to demographic characteristics, consumer types were analyzed to have significant differences between groups in overall local food purchase behavior, such as local food purchase level, purchase frequency, purchase cost, and also have differences in purchase channel and diffusion behavior. In conclusion, it was found that consumers with multiple local food purchase motivations have a higher degree of purchase and tend to purchase local food consciously rather than other foods. When the quality of local food is outstanding, some consumers purchase it even if the price is high, so actively promoting the excellence of quality will help improve local food consumption. In addition, local food should be sold on various distribution channels, and it should be promoted to create a consumption environment where its perceived value can be increased.

농산물 구매선택 속성이 로컬푸드 직매장 이용에 미치는 영향 연구

정준호,황성혁 한국유통과학회 2016 유통과학연구 Vol.14 No.4

Purpose As consumers’ needs for purchasing fresh and safe food have been bigger in Korea, their interest in local food is also growing recently. So, the number of local food stores has been increased from 3 in 2012 to 103 in 2015. Local food stores should operate a business responding consumers’ needs in order that local food stores are not to be a one-time fad. Therefore, the purpose of this study is to analyze the characteristics of consumers who use a local food store and provide helpful implications to design a strategy for sustainable growth of local food store. Research design, data, and methodology In this study, Probit model was used for empirical analysis in order to examine the effect of purchase choice attributes of agricultural products, consumer's satisfaction, and their demographic factors upon the intention to use a local food store. After estimating coefficients of the probit model, marginal effects were calculated as a standard normal, and cumulative distribution is differentiated with respect to explanatory variables. To collect the data, questionnaire survey was carried out with the consumers using the local food store (Youngjin Nonghyup near to Jeonju city located in Jeollabuk-do). Result The data analysis found that the more consumers are satisfied with local food store, the higher intention they have to use the local food store. In addition, it was known that the factors related to quality of agricultural products and shopping convenience among the purchase choice attributes have a considerable impact on the purchase intention of a local food store. In demographic factors, income was turned out to be an important factor affecting purchase intention of local food. Such a result supports the hypothesis that high income consumers are likely to purchase local food, which is based on the inference that consumers who have a high income tend to pursue wellbeing life. Futhermore, information delivery, through a reputable media source among general factors, was known to play an important role in forming an intention to purchase local food. According to the analysis of marginal effects, probability of purchase intention of a local food store is increased by 11.4%, if a monthly average income of a household is above 4.5 million Won(Korean currency). If purchasing satisfaction with local food stores is high, the probability of purchase intention would be increased by 24.1%. Likewise, such a probability goes up by 8.7%, 5.8%, respectively as an increasing one unit of quality of agricultural products and shopping convenience of local food stores, respectively. Conclusion For attaining sustainable growth in a local food store, it is considered necessarily to establish a proper store operation system to meet consumers' needs, especially for quality and shopping convenience of local food. Moreover, as it was found that appropriate communication through media source has a positive effect on the intention to use local food store, PR activity seems to be necessary to expand the consumers’ demands for local foods.

음식관광 활성화 방안 연구 -로컬푸드를 중심으로-

송현동 한국외식산업학회 2023 한국외식산업학회지 Vol.19 No.5

The purpose of this paper is to present a plan to revitalize food tourism using local food. The awareness of this problem is that first, tourists' preference for food tourism has increased. Second, local governments are increasing their efforts to improve the image of the region and achieve economic effects through revitalizing local tourism. To achieve the research purpose, this study reviewed literature research related to food tourism and measures to revitalize local tourism. Next, we looked at the concept, types, and characteristics of local food. The results of this paper are as follows. This paper suggests that these are necessary in order to revitalize food tourism using local food, first, the operation of a local food experience program linked to local tourism, second, local food development linked to food tourism, third, providing services that meet the needs of tourists, fourth, the promotion of local food branding linked to the region, fifth, continuous promotion for sustainable tourism. This paper is expected to provide policy and practical help to local food-related businesses, tourism companies, and local governments on ways to revitalize local tourism using local food.

로컬푸드와 지역운동 네트워크의 발전

이해진(LEE Hae-Jin),이원식(LEE Won-Sik),김흥주(KIM Heung-Ju) 지역사회학회 2012 지역사회학 Vol.13 No.2

이 연구는 로컬푸드 연구의 지평을 넓히기 위하여, 로컬푸드 운동이 지역사회의 문제를 해결하고 대안적 지역발전을 추진하는 지역운동으로서의 가치와 의미를 지니고 있음을 밝히고자 하였다. 이를 위해 로컬푸드를 매개로 지역운동을 재조직화하고 로컬푸드 거버넌스와 사회적 경제 네트워크를 형성함으로써 대안적 지역운동을 전개하고 있는 원주의 사례를 분석하였다. 원주 로컬푸드 운동은 원주 지역운동의 특성인 생명농업과 협동조합운동의 역사와 경험으로부터 배태된 것이다. 이러한 로컬푸드 운동의 배태성은 2000년대 이후 지역문제 해결을 위한 젊은 지역운동 리더들의 전략 및 리더십과 결합되면서, 지역운동 네트워크의 조직화로 이어졌다. 이러한 원주의 지역운동 네트워크는 로컬푸드 운동을 통해 협동조합 지역사회, 로컬푸드 거버넌스, 사회적 경제의 지역화라는 새로운 형태의 지역운동으로 발전하고 있었다. 원주 사례는 로컬푸드 운동이 새로운 지역운동의 확산을 가능하게 하는 매개가 될 수 있음을 확인하여 주었다. 로컬푸드 운동의 확장을 통해 지역자립경제, 지역복지, 지역거버넌스, 내생적 지역발전을 구축하는 토대를 만들 수 있는 가능성을 확인한 것이다. 반면에 원주의 로컬푸드 운동 네트워크는 조직, 운동엘리트, 조합원의 범위를 넘어 지역주민의 참여와 지역사회의 발전에 기여하는 데까지 확장되어야 하는 과제를 안고 있었다. 또한 지자체와 로컬푸드 거버넌스를 구축하는 과정에서도 과잉 제도화의 문제에서 벗어날 필요가 있었다. In order to extend the horizon of local-food researches, the study aims to show that local food movements has been working as local-based movements which pursued solutions to problems in local communities and promoted an alternative local development strategy as their core values and rationales. To accomplish this aim, the study analyses the case of Wonju city in which local movements are reorganized around local-food issues and governance structures and social economic networks are beginning to build leading to an alternative local movement. Wonju’s local food movement is embedded within the historical experiences of life-agriculture and cooperatives movement which are decades-long heritages of the local movements in Wonju. The embeddedness of local movement, combined with the strategies and leadership of those young activists of local movements who have been struggling to solve local problems, leads to organization of local movements networks. These networks of local movements in Wonju are developing into a new form of local movement combined with cooperatives communities, local food governances, and localization of social economies through local food movements. The Wonju case has confirmed that local food movements can be a medium by which diffusion of a new form of local movement is to be activated. That is to say, the Wonju case has demonstrated the possibility that an autarky of local economy, local welfare, local governance and endogenous local development can all be built on the same foundation, the expansion of local food movements. However, the case study has also revealed that the local food movements networks in Wonju have to go beyond current boundaries of organization, elite leaders, and rank-and-file members towards attracting residents participation and deriving local communities development. In addition, it has also been shown that the local food movements networks need to overcome the problem of over-institutionalization in the processes of developing local food governance structures with local governments.

로컬푸드의 성공요인에 관한 탐색적 연구

서장원(Seo Jang Won),김동환(Kim Dong Hwan),김신애(Kim Shinae),권기대(Kwon Ki Dae) 한국경영교육학회 2013 한국경영교육학회 학술발표대회논문집 Vol.2013 No.12

본 연구는 로컬푸드(local food)의 성공요인에 관한 탐색적 연구를 위해 충청권 지역을 대상으로 225부의 설문지를 배포·회수·분석하였다. 제안된 3개의 연구가설을 검정한 결과. 첫째, '로컬푸드의 유형(직거래형 지역 내 유통, 유통센터경유 지역 내 유통, 직거래형 지역 외 유통, 상업적 유통)은 로컬푸드 성공요인에 부분적 차이가 나타났다. 특히 CEO 리더십에 대한 로컬푸드 유형은 직거래형 지역 외 유통>직거래형 지역 내 유통>유통센터경유 지역 내 유통>상업적 유통의 순으로 높게 나타났다. 마케팅요인에 대한 로컬푸드 유형은 직거래형 지역 외 유통>직거래형 지역 내 유통>상업적 유통>유통센터경유 지역 내 유통의 순으로 분석되었다. 로컬푸드의 성공은 CEO 리더십과 마케팅요인이 직거래형 지역 외 및 지역 내 유통을 위해 전략의 우선순위를 둬야 한다. 둘째, '로컬푸드의 성공요인은 구매의향에 정(+)의 영향을 미칠 것이다'는 상품요인, 마케팅요인, 로컬원산지요인이 구매의향에 정(+)의 영향관계였다. 로컬푸드의 성공요인은 지역 농산물의 상품요인과 원산지효과를 전략화 해야 비로소 소비자의 구매의향에 직접적으로 마음을 움직일 수 있음을 시사한다. 셋째, '로컬푸드 이미지는 로컬푸드의 성공요인과 구매의향에 조절효과를 낳을 것이다'는 상품요인, 시장요인, 마케팅요인만이 구매의향 간에 조절효과가 있는 것으로 나타났다. 전략적 시사점은 결론에 언급하였다. The purpose of this study is to examine an exploratory analysis on the relationship effect among success factors of local food(i.e., CEO leadership, product factors, market factors, marketing factors and local origin factors), local food image and intentions to purchase local foods. We collected statistically usable data from 225 questionnaire respondents who live in Chungcheong provinces and analyzed them with SPSS 18.0. The results of analyses are as follows. First, pattern of local food had partial difference on the success factors of the local food i.e. CEO leadership & marketing factors. Second, the survey found that success factors of the local food on product factors, marketing factors & local origin effect have a partial effect on intentions to repurchase local food. Finally, hypothesis of third has a partial supported moderating effect regarding local food image between success factors of local food for product, marketing & market factors and intentions to repurchase local food. Consequently, success factors of local food can be justified as a very important factors in improving CEO leadership, product factors, market factors, marketing factors and local origin factors, pattern of local food and intentions to repurchase local food

전북지역 대학생의 전라북도 향토 음식에 대한 인식과 의식에 관한 연구

주종재,Choo, Jong-Jae 동아시아식생활학회 2007 동아시아식생활학회지 Vol.17 No.1

'Local food' is defined as food that has been cooked using local specialities or food prepared with the application of special cooking method associated with a particular locale. In Korea, much of what is considered 'traditional food' is derived from local foods. Therefore, much attention has recently been focused on the role of local foods in terms of the development of Korean traditional foods. The primary objective of this study was to characterize the perception concerns regrading Jeollabuk-do local foods held by university students in Jeollabuk-do, a province which is famous for its delicious local foods. The majority of students felt sympathy toward the succession and development of Jeollabuk-do local foods and generally appeared to feel that Jeollabuk-do local food was representative of a vital cultural heritage. Summing up answers to questions regarding the reasons for the succession and development of local food in Jeollabuk-do, it seems clear that in order to augment the popularity of Jeollabuk-do local foods, a variety of schemes should be implemented rather than any specific strategy.

로컬푸드의 성공요인에 관한 탐색적 연구: 충청지역을 중심으로

권기대,서장원,김동환,김신애 한국경영교육학회 2013 경영교육연구 Vol.28 No.5

The purpose of this study is to examine an exploratory analysis on the relationship effect among success factors of local food(i.e., CEO leadership, product factors, market factors, marketing factors and local origin factors), local food image and intentions to purchase local foods. We collected statistically usable data from 225 questionnaire respondents who live in Chungcheong provinces and analyzed them with SPSS 18.0. The results of analyses are as follows. First, pattern of local food had partial difference on the success factors of the local food i.e. CEO leadership & marketing factors. Second, the survey found that success factors of the local food on product factors, marketing factors & local origin effect have a partial effect on intentions to repurchase local food. Finally, hypothesis of third has a partial supported moderating effect regarding local food image between success factors of local food for product, marketing & market factors and intentions to repurchase local food. Consequently, success factors of local food can be justified as a very important factors in improving CEO leadership, product factors, market factors, marketing factors and local origin factors, pattern of local food and intentions to repurchase local food 본 연구는 로컬푸드(local food)의 성공요인에 관한 탐색적 연구를 위해 충청권 지역을 대상으로 225부의 설문지를 배포ㆍ회수ㆍ분석하였다. 제안된 3개의 연구가설을 검정한 결과. 첫째, ‘로컬푸드의 유형(직거래형 지역 내 유통, 유통센터경유 지역 내 유통, 직거래형 지역 외 유통, 상업적 유통)은 로컬푸드 성공요인에 부분적 차이가 나타났다. 특히 CEO 리더십에 대한 로컬푸드 유형은 직거래형 지역 외 유통〉직거래형 지역 내 유통〉유통센터경유 지역 내 유통〉상업적 유통의 순으로 높게 나타났다. 마케팅요인에 대한 로컬푸드 유형은 직거래형 지역 외 유통〉직거래형 지역 내 유통〉상업적 유통〉유통센터경유 지역 내 유통의 순으로 분석되었다. 로컬푸드의 성공은 CEO 리더십과 마케팅요인이 직거래형 지역 외 및 지역 내 유통을 위해 전략의 우선순위를 둬야 한다. 둘째, ‘로컬푸드의 성공요인은 구매의향에 정(+)의 영향을 미칠 것이다’는 상품요인, 마케팅요인, 로컬원산지요인이 구매의향에 정(+)의 영향관계였다. 로컬푸드의 성공요인은 지역 농산물의 상품요인과 원산지효과를 전략화 해야 비로소 소비자의 구매의향에 직접적으로 마음을 움직일 수 있음을 시사한다. 셋째, ‘로컬푸드 이미지는 로컬푸드의 성공요인과 구매의향에 조절효과를 낳을 것이다’는 상품요인, 시장요인, 마케팅요인만이 구매의향 간에 조절효과가 있는 것으로 나타났다. 전략적 시사점은 결론에 언급하였다.

로컬푸드와 친환경식품에 대한 인식과 소비행태에 대한 연구

정재란(Jae-ran Jung),김태희(Tae-Hee Kim),배혜진(Hae-Jin Bae) 한국조리학회 2017 한국조리학회지 Vol.23 No.2

본 연구의 목적은 로컬푸드와 친환경식품에 대한 최근 소비자들의 인식과 소비행태에 대한 실증조사를 진행하는 것이다. 서울, 경기지역을 중심으로 로컬푸드와 친환경식품에 대해 들어보거나, 구매해 본 경험이 있는 소비자 266명을 대상으로 설문을 실시하였고, 모든 자료의 통계분석은 SPSS(Version 23.0) 프로그램을 이용하여 빈도, 백분율 등의 기술적 통계 값을 산출하였고, 카이스퀘어 검정을 실시하였다. 로컬푸드 구매장소는 대형마트/슈퍼, 로컬푸드매장, 친환경식품 구매장소는 대형마트/슈퍼, 친환경식품 전문샵순으로 많이 구매하는 것으로 나타났다. 소비자들이 가장 많이 구매하는 로컬 푸드는 과일, 채소 순으로 나타났고, 친환경식품의 경우 채소, 과일의 순서로 많이 구입하는 것으로 나타났다. 로컬푸드를 구매하는 이유 1순위는 “신선하고 품질이 우수할 것 같아서”가 가장 높게 나타났고, 친환경식품을 구매하는 이유 1순위는 “농약이나 첨가제로부터 안전한 것 같아서”가 가장 높게 나타났다. 또한 카이스퀘어 검정을 통해 로컬푸드와 친환경식품을 들어보고, 구매해본 경험 모두, 여성이 남성보다, 미혼이 기혼보다, 연령대가 낮아질수록 구매 경험이 높아지는 것으로 나타났다. 연구결과를 통해 로컬푸드와 친환경식품이 분명히 다른 개념임에도 불구하고, 소비자들의 인식에는 두 식품의 차이를 명확히 구분하지 못하고 있는 것으로 나타났다. 따라서 소비자교육을 통해 로컬푸드와 친환경식품에 대한 올바른 정의와 인식을 갖도록 해야 하며, 식품 구매 시 올바른 선택을 할 수 있도록 도와야 할 것이다. The purpose of this study was to conduct an empirical survey on consumer perception and consumption behavior in relation to local food and eco-friendly food. The survey was conducted using 266 consumers who have heard about or purchased local foods and eco-friendly foods centering on Seoul and Gyeonggi–do, and statistical analysis was carried out using SPSS (Version 23.0) to generate descriptive statistical values such as frequency and percentage and implement a Chi-square test. The results showed that consumers purchased local food in large shopping malls, supermarkets, and local food stores, whereas eco-friendly food were usually bought in large shopping malls, supermarkets, and eco-friendly food specialty stores. For local food, consumers bought fruits the most, followed by vegetables, whereas for eco-friendly food, consumers purchased vegetables the most, followed by fruits. The top reason for purchasing local food was its “fresh and high quality,” whereas the top reason for buying eco-friendly food was “safety from pesticides and additives.” According to results of the Chi-square test, women, unmarried people and younger people turned out to have more experiences in purchasing local foods and eco-friendly foods compared to men, married people and older people, respectively. Although local and eco-friendly food were completely different concepts, results of the study show that consumers were not able to make a clear distinction between the two. Consumer education, therefore, should involve defining the two types of food and spreading awareness on local and organic food to help them made the right choices when buying food.

로컬푸드에 대한 가치인식이 구매 및 체험에 미치는 영향

원미경 ( Mi Keyoung Weon ),박영희 ( Young Hee Park ),이연정 ( Yeon Jung Lee ) 한국식생활문화학회 2015 한국식생활문화학회지 Vol.30 No.1

This study was conducted to examine the effects of local food value perception on purchasing and experience in consumers. χ 2-test, ANOVA, and linear regression analysis were conducted. The findings are summarized as follows: The most common place for buying agricultural products was ‘hypermarkets’ (41.7%), and the most important factor for purchasing local food was ‘local government’s certification products’ (23.7%). The most important value recognition item for local food was ‘I think that local food is a high-quality agricultural products.’ (3.74 points), followed by ‘I think that local food have a value of respect for customers’ (3.61 points) and ‘I have a faith for the local food.’ (3.61 points) in that order. The main tourism experience activity was ‘food experience’ (49.0%), and information source of local food experience tourism was ‘mass media (TV, newspapers, etc.)’ (37.3%). As age increased, experience of local food also increased. The most effectual value recognition item for purchasing local food was ‘I think that local food have a value of respect for customers’. The most effectual value recognition item for increasing intake experience of local food was ‘I think that the local food is high-quality agricultural products’.