Consumers’ Attitudes and Purchase Behavior of HMR (Home Meal Replacement) Using Locally Sourced Food

Jong-Youn Rha, Yun-Ok Chun, Bohan Lee, Juhui Ko, Jisu Jang, Hyeon-Gyeong Won
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引用次数: 6

Abstract

ABSTRACT The home meal replacement(HMR) market is growing rapidly, but consumers have been dissatisfied with safety and nutrition of HMR. On demand side, HMR has been positioned as a convenient meal replacement but its nutrition and safety has been questioned by consumers. On supply side, the food industry has been challenged to find sustainable way of sourcing and producing. The issue of using local food and food self-sufficiency has gained more attention with COVID-19. This study aims to explore the attributes that are related to consumers’ trust and purchase intention of HMR using locally sourced food. An online survey was conducted with 807 Korean consumers. Factor analysis and structural equation modeling were used. The result showed three subdimensions of attributes: products, ingredients and retail attributes. Only ingredients attributes had direct effect on consumers’ purchase intention. However, when mediated by consumer trust, all three dimensions had positive indirect effect on purchase intention.
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消费者对本地食物替代家庭膳食的态度及购买行为
摘要:家庭代餐(HMR)市场正在快速增长,但消费者对其安全性和营养不满意。在需求端,HMR被定位为方便的代餐产品,但其营养和安全性受到了消费者的质疑。在供应方面,食品工业面临着寻找可持续采购和生产方式的挑战。新型冠状病毒感染症(COVID-19)疫情期间,利用当地粮食和粮食自给自足的问题受到了更多关注。本研究旨在探讨消费者对本地食材HMR的信任与购买意愿的相关属性。对807名韩国消费者进行了在线调查。采用因子分析和结构方程模型。结果显示了属性的三个子维度:产品、成分和零售属性。只有食材属性对消费者购买意愿有直接影响。但在消费者信任的中介作用下,三个维度均对购买意愿有正向的间接影响。
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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