KOREASCHOLAR

This study examined the factors influencing the purchase intention of meat substitutes. A survey was conducted on 589 consumers in Korea (297 people) and China (292 people). The perception of meat substitute foods was lower in Korean consumers than in Chinese consumers, but there was no significant difference. The purchase intention of meat substitute foods was lower in Korean consumers than in Chinese consumers (p<0.01). Korean consumers’ perception of meat substitute foods was higher in males than in females (p<0.01). The purchase intention of meat substitute foods also showed the same trend (p<0.001). Chinese consumers’ perception of meat substitute foods was higher in males than in females. The overall purchase intention of meat substitute foods was significantly higher in males than in females (p<0.05). The perception of meat substitute foods by Korean consumers’ was higher in their 40s and 50s than in their 20s and 30s. The purchase intention of meat substitute foods was also high in their 40s and 50s (p<0.01). On the other hand, the perception of meat substitute foods by Chinese consumers’ was higher in their 20s and 30s than in their 40s and 50s (p<0.01). The purchase intention of meat substitute foods also showed the same trend (p<0.01). Korean consumers’ perception of meat substitute foods had a significant positive effect on the purchase intention of meat substitutes (p<0.001). Chinese consumers’ perception of meat substitute foods also had a significant positive effect on the purchase intention of meat substitute foods (p<0.001). Overall, food technology neophobia has a significant negative effect on the purchase intention of meat substitutes (p<0.05).

Abstract
I. 서 론
II. 연구 내용 및 방법
    1. 조사대상 및 기간
    2. 연구 내용
    3. 분석 방법
III. 결과 및 고찰
    1. 조사대상자의 일반적인 특성
    2. 국적에 따른 차이
    3. 한국과 중국 소비자의 성별에 따른 차이
    4. 한국과 중국 소비자의 연령에 따른 차이
    5. 인식과 태도가 육류대체식품의 구매의도에 미치는 영향
IV. 요약 및 결론
References

• Zhao Yaxin(이화여자대학교 식품영양학과)
• 오지은(이화여자대학교 신산업융합대학) | Ji Eun Oh (College of Science & Industry Convergence, Ewha Womans University)
• 조미숙(이화여자대학교 식품영양학과) | Mi Sook Cho (Department of Nuritional Science and Food Management, Ewha Womans University) Corresponding author