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식품 관여도에 따른 유기농 식품 수용과 저항이 구매의도에 미치는 연구

The Relationship between Consumers’ Acceptance and Resistance and Purchase Intention of Organic Food for High- and Low-food Involvement Consumers

유소이|김선옥|박명은
한국소비문화학회|2022.06|소비문화연구 (Journal of Consumption Culture)|제25권 제2호|pp. 87-114|DOI 10.17053/jcc.2022.25.2.005

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키워드

organic foodtheory of planned behavior유기농 식품소비자 수용consumer acceptance행동추론이론food involvement계획적 행동이론소비자 저항식품 관여도consumer resistancebehavioral reasoning theory

초록

건강과 환경에 대한 관심은 유기농산물을 구입하는 대표적인 동기로 알려져 있다. 이러한 관점에서 한때 틈새시장으로 자리했던 유기농 식품은 건강과 관련된 삶의 질 추구 및 생태적 환경 보호 측면에서 시장에서 상당한 소비자 관심을 끌고 있다. 이에 본 연구는 식품 관여도 수준에 따라 소비자를 고관여와 저관여 소비자로 유형화하고, 유기농 식품에 관한 소비자 가치와 구매의도 간의 관계를 통합적으로 이해하고자 계획적 행동이론(Theory of Planned Behavior)과 행동추론이론(Behavioral Reasoning Theory)을 결합한 확장 모형을 통해서 제품 수용과 저항 이유들이 건강에 대한 소비자 가치와 구매의도를 파악하는 과정에서의 영향력을 분석하였다. 분석을 위해 온라인 조사전문업체의 패널을 활용하여 전국의 20세 이상 성인을 대상으로 설문조사를 실시하였고, 총 275부의 설문응답이 최종 분석에 활용되었다. 유기농 식품에 대한 소비자 가치와 구매의도 간의 관계를 파악하기 위해 빈도분석, 탐색적 및 확인적 요인분석, 상관관계 분석, 다중집단분석을 실시하였다.분석 결과 저관여 소비자의 경우 유기농 식품에 대한 소비자 가치가 소비자 태도에, 소비자 태도와 지각된 행동통제가 구매의도에 통계적으로 유의한 영향을 주는 것으로 나타났다. 반면, 고관여 소비자는 건강에 대한 소비자 가치는 소비자 태도, 위험장벽, 수용이유(영양성분, 생태복지)에, 수용이유는 소비자 태도에, 소비자 태도와 지각된 행동통제는 구매의도에 통계적으로 유의한 영향을 주는 것으로 나타났다. 두 집단 모두 건강에 대한 소비자 가치는 유기농 식품에 대한 소비자 태도에 강한 유인으로 작용함을 확인하였다. 본 연구는 고관여 소비자의 경우 유기농 식품을 구매하는데 있어서 수용이유 등이 구매의도에 있어서 중요한 요인임을 파악하였고, 식품 관여도 수준에 따라 집단을 유형화 하여 유기농 식품 구매에 대한 태도-의도의 소비자 차이에 대한 구매행동을 이해하고 설명하였다는 점에서 의의를 지닌다.

Abstract

This study segmented consumers into high- and low-involvement consumers according to the level of food involvement. In order to understand the difference between consumer attitudes and purchasing behaviors regarding organic food, consumer value explained the purchasing behavior of organic food by integrating the causes of product acceptance or resistance into the consumer decision process. To this end, through an extended model that combines theory of planned and behavioral reasoning theory, the consumer value for health and the consumer purchase behavior process for organic food were comprehensively understood. For analysis, a panel of online survey companies was used. A survey was conducted on 20-year-old adults nationwide, and a total of 275 survey responses were used for the final analysis. In order to understand the relationship between consumer value and purchase intention for organic food, frequency analysis, exploratory and confirmatory factor analysis, correlation analysis, and multi-group analysis were conducted. As a result of the analysis, in the case of low-involvement consumer purchasing behavior, the consumer value of organic food influenced consumer attitudes, and consumer attitudes and perceived behavioral controls had a statistically significant effect on purchase intention. In the case of high-involvement consumer purchasing behavior, consumer value for health influenced consumer attitudes, risk barriers, and reasons for acceptance (nutritional content, ecological welfare), and consumer attitudes and perceived behavioral controls were found to have a statistically significant effect on purchase intention. Both groups confirmed that consumer value might act as a strong attraction for consumer attitudes. This study found that the reason for resistance and the reason for acceptance are important factors in purchasing intention when purchasing organic food by consumers. It might be useful in that it understood and explained the purchasing behavior of consumer differences in attitudes to organic food purchase by categorizing groups according to the level of food involvement.

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