말고기에 대한 소비자 태도와 구매의도

• 영문명: (Consumer Attitudes and Purchase Intentions toward Horse Meat)
• 발행기관: 한국농식품정책학회
• 저자명: 전성원(Seong-Won Jeon) 최승철(Seung-Churl Choi) 김기현(Ki-Hyun Kim)
• 간행물 정보: 『농업경영.정책연구』농업경영·정책연구 40권 3호, 566~591쪽, 전체 26쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2013.09.30

영문 초록

This study is to identify attitudes and purchase intentions of consumers for horse meat in korea. To do this, we focus on what factors determine the consumer’s attitude, and apply the theory of planned behavior (TPB) to analyze consumer purchase intentions. As a result, among food choice motives, health, mood, natural content, environmental protection and political values toward foods have weak correlation with consumer attitudes toward horse meat. Neophobia and General knowledge of horse meat are related to consumer attitudes, but subjective norm and perceived behavioral control are found to do not influence on purchase intentions. Overall, consumers have slightly positive attitudes to horse meat, while they show somewhat negative purchase intentions to horse meat

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅴ. 분석 결과

Ⅵ. 요약 및 결론

키워드

Horse Meat Food Choice Motives Food Neophobia Theory of Planned Behavior(TPB)