외식 소비자의 푸드 리터러시 역량이 비건식품에 대한 태도와 구매의도에 미치는 영향
The Impact of Food Literacy on Foodservice Consumers’ Attitudes toward Vegan Foods and Their Purchase Intentions
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개념
키워드
Food literacy, Foodservice consumers’, Attitudes toward vegan foods, Purchase intentions., Food literacy, Foodservice consumers’, Attitudes toward vegan foods, Purchase intentions.
초록
This study aims to clarify the role of food literacy among foodservice consumers and to conduct an empirical study on their attitudes toward vegan foods and purchase intentions, with the goal of applying the findings to real-world situations and providing a foundation for marketing and empirical research. A survey was conducted among general adult diners aged 20 to 69 living in Seoul and Gyeonggi Province who either purchase or are aware of vegan foods, and a total of 279 valid responses were used in the analysis. The collected data were analyzed using SPSS 25.0. The study found that, among the subdimensions of food literacy among foodservice consumers, relational and systemic competencies had a significant effect on attitudes toward vegan foods, whereas functional competency was found to have a negative (–) effect and was therefore rejected. Furthermore, attitudes toward vegan foods were found to influence purchase intentions. These results suggest that food literacy among foodservice consumers plays a significant role in shaping their attitudes toward vegan foods, and that these attitudes influence their purchase intentions. Food literacy among foodservice consumers can be utiliz