업사이클링 푸드의 소비가치가 소비자의 구매태도와 구매의도에 미치는 영향

A Structural Relationship among Consumers' Consumption Values, Purchase Attitudes, and Purchase Intentions toward Upcycled Food Products

This study aims to examine the structural relationship among consumers' consumption values, purchase attitudes, and purchase intentions toward upcycled food products. Survey data were collected from 400 consumers aged 20 and older between June 11 and June 20, 2024. The results revealed that functional value, ethical value, exploratory value, and situational value positively influenced purchase attitude, while social value, ethical value, exploratory value, and purchase attitude significantly influenced purchase intention. Purchase attitude, driven by ethical and exploratory values, was identified as a key factor explaining purchase intention. Based on these findings, the study suggests that developing innovative and original products is essential to attract consumer attention and stimulate the consumption of upcycled food. Additionally, marketing strategies that emphasize ethical responsibility and environmental benefits should be implemented. Furthermore, strengthening ESG management through sustainable business models, such as eco-friendly packaging and transparent information, can enhance positive consumer attitudes and lead to increased product purchases.