로컬푸드의 지각된 가치가 재구매 의도에 미치는 영향

Abstract

Since consumers purchase local food directly from the production area, local food can benefit producers considering the economic, cultural, and environmental sustainability of the production area. Local food has various effects such as sustainable agriculture, safe food source, and environmental burden. Research on the values of local food is important because consumers pay for local food and purchase the values. This study is to study the effects of value attributes of local food on purchase intention. Using the behavioral theory, the study planned to analyze the subjects of the survey who were customers that had purchased local food within the past 6 months. The survey was conducted from October 4 to October 13, 2021, and 307 questionnaires were collected. Of the recovered responses, 303 copies were used, excluding 4 insincere ones. The analysis showed that functional values did not have a significant effect on attitude, but emotional values, economic values, and social values showed a significant influence on attitude. In addition, functional and economic values did not appear to have a significant effect on subjective norms, but emotional and social values were found to have a significant influence. Attitude, subjective norms, and perceived behavioral control were found to have a significant effect on repurchase intention.