농식품의 안전성중시에 따른 소비자의 식품구매 행태분석

Analysis for consumers food purchase behavior with respect to agrifood safety

This paper analyzes consumers consciousness for food purchase behavior in response to increasing food safety issues. As a result from the survey analyzing 20 items scaled by Likert method, we find five primary factors which affects consumers food purchase decision: in the order of importance, food traceability, detrimental ingredients, origin country labelling, safety management, and ingredients. These five factors provide 47.8% explanatory power in explaining the variation of consumers food purchase decision. The result of factor analysis for demographic variables shows significant differences with respect to age, member of household, residence type and the type of store while income, education and occupation do not provide significant differences.