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2023 Vol.35, Issue 2 Preview Page

Research Article

Analysis of Consumer Awareness, Purchase Experience, and Purchase Intention Factors of Functional Foods
Sun-Hyung Min1
,
Sang Hyeon Lee2*
1Research Associate, Korea Rural Economic Institute, Naju-si, Jeollanam-do 58217, Korea
2Associate Professor, Food and Resource Economics, Korea University, Seoul 02841, Korea
*Corresponding Author
30 June 2023. pp. 162-179
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Abstract

This study analyzed Korean consumers’ behavior towards functional foods, focusing on recognition, purchase experience, and intention. We discovered that consumers that were health-conscious, higher-income, and those anxious about COVID-19 were more likely to recognize and buy functional foods. We observed that positive correlation existed between recognition and purchase experience, and it was stronger in health-concerned consumers and those with ill family members. Age influenced consumers’ preferences, i.e., younger consumers favored vitamins and fermented products whereas older consumers preferred ginseng-based foods. Positive purchasing experiences and marketing strategies, such as product sampling, were found to be crucial in boosting purchase intentions. Bulk purchases and personalized subscriptions were trending among consumers in their 30s. Our study shows the importance of gaining and maintaining consumer trust for sustained market growth.

Keywords
Consumer behavior
Functional foods
Health concerns
Marketing strategies
Purchase intention
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Information
  • Publisher :Agriculture and Life Sciences Research Institute, Kangwon National University
  • Publisher(Ko) :강원대학교 농업생명과학대학 농업생명과학연구원
  • Journal Title :Journal of Agricultural, Life and Environmental Sciences
  • Journal Title(Ko) :농업생명환경연구
  • Volume : 35
  • No :2
  • Pages :162-179
  • Received Date : 2023-05-16
  • Revised Date : 2023-06-08
  • Accepted Date : 2023-06-09
  • DOI :https://doi.org/10.22698/jales.20230013
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