계획된 행동이론(TPB)을 이용한 소비자의 대체육 구매의도에 관한 연구

Based on the theory of planned behavior, this study aims to examine the structural equation model among consumers' concerns and purchase intentions for alternative meats. Data were collected from 300 adults living in Kyeonggi Province. Results show that animal welfare, environmental concern, an...

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Published in농촌지도와 개발 Vol. 30; no. 3; pp. 143 - 155
Main Author 김원빈(Won-Bin Kim), 안주영(Ju-Young An), 엄지범(Ji-Bum Um)
Format Journal Article
LanguageKorean
Published 한국농촌지도학회 30.09.2023
Korean Association of Agricultural Extension
Subjects
theory of planned behavior
consumers’ concerns
mediation effect
alternative meats
intension to purchase
consumer behavior
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ISSN1976-3107

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Summary:Based on the theory of planned behavior, this study aims to examine the structural equation model among consumers' concerns and purchase intentions for alternative meats. Data were collected from 300 adults living in Kyeonggi Province. Results show that animal welfare, environmental concern, and health concern all have a direct and significant effect on purchase intention of alternative meat, and the mediation effect is also significant, indicating a partial mediation effect. The image of a company as caring about animal welfare and contributing to public causes can help sell alternative meats. Media publicity focusing on animal welfare for alternative meats can improve the attitudes of domestic consumers as well as their intention to purchase alternative meat products.
Bibliography:KISTI1.1003/JNL.JAKO202311372136673
ISSN:1976-3107