MZ 세대와 기성세대의 채식기반식품 인식 및 소비행동 비교

Abstract

This study was conducted to analyze generational differences in consumer behavior regarding plant-based foods and provide strategic baseline data for the future expansion and development of the plant-based food market. An analysis of perceptions and attitudes toward plant-based foods revealed that the MZ generation had a higher level of understanding and interest in plant-based foods than the older generation. However, they also shared concerns about nutritional imbalances. An analysis of the importance of plant-based food selection attributes revealed that hygiene, quality, freshness, taste, production method, and ingredients were highly important. The MZ generation also placed greater importance on food additives than the older generation. An analysis of satisfaction with plant-based food selection attributes revealed high satisfaction with quality, taste, freshness, and hygiene. Overall, the MZ generation was found to be less satisfied than the older generation. The IPA results for plant-based food selection attributes revealed that the MZ generation ranked variety and price in Quadrant II, a focus area for improvement, highlighting the need to develop a diverse product lineup tailored to the price-performance-sensitive MZ generation. Both generations were found to be sensitive to price, highlighting the urgent need for strategic planning to ensure price competitiveness. Therefore, when developing plant-based foods, efforts should be made to secure price competitiveness, ensure diversity, and build consumer trust in ingredients and additives.