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The Effect of Consumers’ Consciousness on Healthy Eating on Purchasing Meat Products

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주제분류관광학

초록

본 논문은 건강한 식습관에 대한 인식에 영향을 받은 소비자들의 축산물 제품 구매 패턴을 다룬다. 본 연구를 통해 소비자들은 건강한 식습관에 대한 인식에 따라 육류제품 유형(신선 또는 가공)과 축종(적색육 또는 백색육)에 따라 구매패턴을 다르게 보였다. 먼저 적색육의 경우, 건강한 식습관에 대한인식이 높은 소비자들은 베이컨과 소시지를 먹지 않지만, 신선 육류 제품은 건강한 식습관에 대한 인식과 무관한 것으로 나타났다. 반면 백색육의 경우, 건강한 식습관에 대한 인식이 높은 소비자들은닭가슴살, 일반닭, 토종닭을 선호하지만 가공육 제품은 무관한 것으로 나타났다. 따라서, 본 연구는건강한 식습관에 대한 소비자들의 인식에 따라 육류 제품 구매 패턴이 달리 나타날 수 있다는 점을시사한다. 소비자의 구매 패턴을 분석하기 위해 농촌진흥청 소비자 패널 구매 자료를 활용했고, 건강한 식습관에 대한 인식도 파악을 위해 추가 조사를 실시했다. 본 연구를 통해 건강한 식습관에 대한인식도가 육류 제품 구매에 있어 유의미한 변수로 확인되었으며, 해당 연구가 함축하는 바를 마케팅으로 활용할 수 있는 점에 대해 논의한다.

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