소비자의 식품안정성 인식과 식품표기가 온라인 식품 구입 행태에 미치는 영향

Effects of Consumer's Recognition of Food Safety and Food Label on Online Food Purchasing Behavior

This study aims to determine the impact factors of consumers' food safety awareness and food marking on online purchases through PLS-SEM analysis. Using The Consumer Behavior Survey for Food 2020(KREI), the impact of food safety and food labeling on online food purchases was analyzed for consumers who purchased food online among food main buyers. Consumers who do not purchase food online did not purchase food for safety reasons, and consequently food safety and food labeling have been proven to be important factors in online food purchases. Therefore, there should be ways to reduce food harm and change awareness, and sharing information that can reduce food safety anxiety.