외식소비자의 친환경 소비행동과 유기농메뉴 선택의도의 결정요인

초록

The purpose of study is to examine the relationships among a family decision and influence from mass media, food choice motives, environment friendly consumption behavior and the consumer choice intention of Organic menu in the restaurant. In order to collect the data needed for this study, an on-site questionnaire was developed. A convenient sample of 304 subjects was obtained from on-site surveys by face-to-face interview for 12 days. The proposed hypotheses suggested that there are significant and positive relationships between a family decision, influence from mass media and food choice motives. A statistically signficant and positive relationship between food choice motives and environment friendly consumption behavior suggested that ethical and health motives increase the environment friendly consumption behavior.

키워드