A Study on the Health Functional Food Purchase Intentions of Chinese Consumers in Their 20s and 30s: Focusing on Extended Model of Goal-directed Behavior
Year: 2020
Type: article
Study design: Observational Study
Abstract: Economic growth and income level improvement have improved the quality of life of consumers, and the change of population structure and extension of life expectancy are raising interest in health and food., health functional foods that can supplement various functional nutrients more easily are showing steady growth trend in major markets in the world. In particular, demands for health foods in China are gradually growing with increases in disposable income and economic development and interest is also increasing recently in health functional food, which is allowing for disease prevention and reductions in medical costs after the recent COVID-19 situation. Also, health functional food is no longer consumed only by the middle-aged and the elderly but is now being highlighted as an essential product of those in their twenties and thirties, showing that there will continuously be great demand in the future. Therefore, this study observed health functional food purchase intentions by applying the model of goal-directed behavior, expanded for Chinese consumers in their 20s-30s. In order to analyze the factors affecting the intention of purchasing health functional foods of consumers in their 20s and 30s, a survey was conducted on consumers in their 20s and 30s living in Beijing, China.,A total of 248 copies were used for the final analysis as a result of web surveys conducted through Chinese research companies for 15 days from April 28 to May 13, 2020., For data analysis, statistical processing was conducted using SPSS 24.0 program and AMOS 18.0 program. Research results showed first that, it was confirmed that perceived behavior control, purchasing attitudes, and negative expected emotions, which are variables of model of goal-directed behavior, have effects on health functional food purchasing desires and that purchasing desires have a positive effect on health functional food purchase intentions. Second, food safety perceptions have positive effects on health functional food purchasing attitudes and purchase intentions. Lastly, health functional food familiarity had positive effects on both health functional food purchasing attitudes and purchase intentions. This study will aid in the establishment of marketing strategies that are needed by health functional food-related businesses when they advance into global markets and nationally, it is anticipated to be used as empirical data in the promotion of globalization policies for the health functional food industry. In addition, it is intended to help provide information on health functional foods and provide consumer education for efficient selection and use of health functional foods of consumers in their 20s and 30s.
Authors: Younghee Lee, Mi Hyun Ryu
Language: English
Field: Medicine
Domain: Health Sciences
Open Access status: gold
OpenAlex ID: W2994094747