어린 자녀 유무에 따른 가구의 친환경 식품 구매 행동 차이 분석

Heterogeneity in purchasing behavior for eco: friendly labeled food between households with and without children

While most previous studies have mainly regarded data on consumers’ buying cycle as ordinal ones, we assumed that it captures the number of times that consumers making purchases within a given period of time. In this respect, we used count data models to investigate the differences in factors influencing purchase frequency for eco-friendly labeled food between households with and without children. Main findings of the study are as follows. First, we found that the households with young children purchase eco-friendly labeled food more frequently within a given period of time. Second, we found the differences in purchasing behavior between two groups in terms of three perspectives: (1) loyalty, (2) consumption tendency (cost effectiveness versus satisfaction inclination), and (3) major purchasing items. Based on the results, we presented marketing strategies tailored to each group to expand the demand for eco-friendly food.