The purpose of this study is to analyze the LOHAS tendency of new seniors' and its effects on the attitude and purchase intention for environmental-friendly food materials. Data were collected through a questionnaire survey from random sample of 162 senior customers in Seoul and Kyunggi area. The LOHAS tendency of new seniors can be divided into three factors; environmental-friendly, sustainability and sociality. Environmental problems affected the environmental-friendly factor the most while manufacturing techniques for sustainable products and recycling habits were key variables for the sustainability factor. The idea of companies sharing their value system of LOHAS tendency was the most significant for the sociality factor. Each of these LOHAS tendency factors influenced the purchase intention of the new seniors.

• 김영희(숙명여자대학교 일반대학원 외식경영학과) | Kim, Younghee
• 윤혜원( 숙명여자대학교 외식경영학과) | 윤혜원