푸드리터러시 역량이 외식소비자의 건강지향 및 정보공유행동에 미치는 영향

Abstract

This study aimed to analyze the effects of food literacy on health-oriented behavior and information-sharing behavior among dining-out consumers, and to verify the mediating role of health-oriented behavior. Data were collected from 366 dining-out consumers, and confirmatory factor analysis (CFA) and structural equation modeling (SEM) were conducted using SPSS 26.0 and AMOS 26.0. The results revealed that among the sub-dimensions of food literacy, relational competence had a significant positive impact on information utilization, health food consumption, exercise practice behavior, and health-related consumption attitudes. Functional competence also positively influenced certain sub-dimensions, whereas systemic competence did not have significant effects on most paths. Furthermore, health-oriented behavior significantly affected information-sharing behavior and partially mediated the relationship between food literacy and information-sharing behavior. These findings suggest that improving consumers' relational and functional food literacy can promote healthier lifestyles and enhance information- sharing behaviors in the dining-out context. One practical implication of this study is the necessity to strengthen targeting strategies toward health-oriented consumers. Given that health-oriented behavior promotes information-sharing behavior, foodservice businesses should focus on offering healthy menu options and emphasizing the use of functional food ingredients to attract health-conscious customers and naturally stimulate word-of-mouth (WOM) marketing.