KOREASCHOLAR

Consumption market research was conducted on gradually increasing vegetarians using various selection attributes. Factors were extracted to identify vegetarian selection attributes and to divide the study cohort into groups, continuous variables (health, animal welfare, eco-friendliness, religion, familiarity, convenience, stability, and cost) and categorical variables (age, marital status, vegetarian duration, and vegetarian frequency) were simultaneously subjected to two-step cluster analysis. Cluster 1 contained high proportions of 20-29 and 30-39 year-olds, which are MZ-generation age groups. A high proportion had a vegetarian duration of 1-3 years, and the popular reasons for vegetarian selection were animal welfare and eco-friendliness. Cluster 2 contained high proportions of 50-59 and 40-49 year-olds, and many in this cluster were married, and mean vegetarian duration was ≥15 years. In addition, significant differences were observed between Clusters 1 and 2 in terms of religion, health, familiarity, cost, stability, and convenience. This study should contribute significantly to predicting vegetarian consumers’ selection decisions and consumption behaviors and provide reliable marketing data for foodservice companies that develop vegetarian foods.

I. 서 론
II. 연구 내용 및 방법
    1. 조사대상 및 기간
    2. 조사내용 및 방법
III. 결과 및 고찰
    1. 조사대상자들의 특성
    2. 채식 선택 속성 신뢰도 및 타당성 검증
    3. 채식 선택속성에 따른 집단구분
    3. 군집에 따른 인구통계적 특성 및 채식유형 차이검증
IV. 요약 및 결론
Conflict of Interest
References

• 전도현(서영대학교 호텔조리제빵과) | Do-Hyun Jeon (Department of Culinary & Food Service Management, Seoyeong University)
• 조명대(조선대학교 식품의약학과) | Myoung-Dae Jo (Department of Food and Drug, Chosun University)
• 김선희(대덕대학교 호텔외식조리과) | Seon-Hee Kim (Department of Hotel Culinary of Daeduk University) Corresponding author