비건 제품 네이밍에 따른 지각된 가치가 태도 및 구매의도에 미치는 영향 - 음식유형의 조절효과를 중심으로 -

Abstract

This study examines how the naming of vegan products shapes consumers’ perceived values, attitudes, and purchase intentions within the Value Attitude Behavior (VAB) framework. An experimental survey was administered to adults aged 20 years or older residing in South Korea, and data were collected online from June 11 to June 25, 2025. A total of 582 responses were obtained, and 547 valid cases were used for analysis. The experiment manipulated three naming types (“Bulgogi,” “Bean Meat,” “Alternative Meat”) and two food types (sandwich vs. burger) to assess both main and interaction effects. The findings show that descriptive naming (“Alternative Meat”) elicited the highest perceptions of environmental and animal values, outperforming familiar or culturally embedded labels. Furthermore, the impact of descriptive naming on environmental value was significantly stronger in the burger condition, suggesting that meat-associated menu contexts amplify attribute-based signals. Structural relationships within the VAB pathway were also confirmed: perceived values positively shaped attitudes, which in turn strongly increased purchase intentions. These results highlight the importance of intuitive, attribute-driven naming and the strategic alignment of linguistic cues with menu contexts. This study provides theoretical insights into value-based information processing and offers practical guidance for designing effective naming and communication strategies for meat alternatives.