배양육 레스토랑 이미지의 선행 및 후행변수에 관한 연구: 친환경적 식생활 라이프스타일을 중심으로

Abstract

The purpose of this study is to identify the importance of consumer’s dietary lifestyle in the context of the cultured meat restaurants. First, this study explored how the consumer’s dietary lifestyle affects the image of cultured meat restaurants. Second, this study examined the role of the image of cultured meat restaurants in forming intentions to use and word-of-mouth intention. For this, a total of 299 data were collected using the online questionnaire method in Korea. The results are as follows. First, among the consumer’s dietary lifestyle, diversity, and plan-oriented factors had a significant effect on the image of cultured meat restaurants. Second, the image of cultured meat restaurants had a positive effect on intentions to use and word-of intention. Based on the results of this study, theoretical and practical implications are discussed later in this study.