To contribute to the globalization of Korean food, a Korean food culture publicity event was conducted at Hayabusa Station, Tottori Province, Japan. This study investigated and analyzed recognition and preferences towards Korean food in participants at the event. The method of information acquisition was also analyzed. Most participants had prior experience eating Korean food. As for information, participants responded that they were affected by public media such as dramas, and the most effective way of getting information was participating in lectures. This study also investigated intake of 20 kinds of Korean food and found highest preferences for bibimbap, kimchi, naengmyeon, and galbigui, in that order. The main motive for participating in the Korean food culture publicity event was a desire to experience a new culture. Further, satisfaction, intention to participate, and intention to recommend Korean food were high. These attitudes had significant effects on the intention to visit Korea. In the future, Korean food culture publicity events held in foreign lands can contribute to Korean tourism.

Informative messages on product packages—especially on packages of food products—should be credible. Otherwise, the firm might experience a serious fall in brand equity. However, because nutrition intake and health promotion are “credence attributes”, it isdifficult for consumers to evaluate them. Moreover, if nutrition message or health claims were false or puffery, consumers might suffer a serious health damage. Regarding the problems, in 1991, Japanese Government took the initiative in the world by introducing the FoSHU (Foods for Specified Health Uses) system—a license system in which the government tries to control all health claims on packages of food products launched in the country. It should be noted that there are two factors which can be appeared on packages only with the permission of Japanese Government. One is health claims, of course, and the other is the “FoSHU seal”—a symbolic mark designed for FoSHU foods. Interestingly, these two licensed factors may have different effects on perceived product value in health. In this research, we conducted two studies to examine the difference of the effects on product value in health. The results showed that consumer evaluations of food products are affected by the FoSHU seal. The FoSHU seal has a strong signaling effects on evaluations of the particular food products for specified health uses. On the other hand, unlike the FoSHU seal, approved health claims themselves have no main effects on evaluations of the FoSHU products. This implies that health claims have positive external effects on evaluations of non-FoSHU products in the same category. The results showed that the external effects can be inhabited by product differentiation through the FoSHU seal and./or packaging.

Purpose This study, for the first time attempts to investigate the determinants of the Korean foodservice franchising employing various theories. In addition this study attempts to consider distinguishable foodservice characteristics such as the segment of foodservice and the market demand. This study expects to contribute to the theoretical underpinnings of the foodservice franchising by incorporating distinguishable foodservice characteristics to franchising theories. Method The sample for this study came from uniform franchise offering circular based on Korea Fair Trade Commission. There were 1,598 food service franchisors in uniform franchise offering circular 2009-2011 listing. However, 596 were excluded because of data irregularities remaining 1,002 available for sample. Based on the literature review, we choose seven determinants. The seven determinants were measured as follows. Firm age was measured as two proxy variables. One was measured as the years of franchising business. The other was measured as the years of business. Firm size was measured as total sales. Capital scarcity was measured as the ratio of total debt to total asset. Start-up costs were measured as initial investment. Monitoring costs were measured as the number of major cities franchised units operates. Royalty was measured as sales of a franchised unit. Finally, brand name was measured as advertising expenditures. Results The first proposition (firm age is related to the use of franchising) was supported by the signaling theory and the transaction costs theory instead of the resource scarcity theory. The age (measured as the years of franchising business) had a statistically significant positive relationship with the use of franchising. The second proposition (firm age is related to the use of franchising) was supported by the logic of the resource scarcity. The age (measured as the years of business) had a statistically significant negative relationship with the use of franchising. The third proposition (firm size is related to the use of franchising) was supported by the signaling theory instead of the resource scarcity theory. The firm size had a statistically significant positive relationship with the use of franchising. The fourth proposition (capital scarcity is related to the use of franchising) was not supported by the resource scarcity theory. The capital scarcity had not a statistically significant positive relationship with the use of franchising. The fifth proposition (start-up costs is related to the use of franchising) was not supported. The start-up costs had not a statistically significant either positive or negative relationship with the use of franchising. The sixth proposition (monitoring costs is related to the use of franchising) was supported by the agency theory. The monitoring costs had a statistically significant positive relationship with the use of franchising.. The seventh proposition (royalty is related to the use of franchising) was not supported by the agency theory. The royalty had not a statistically significant positive relationship with the use of franchising. The eighth proposition (brand name is related to the use of franchising) was not supported by the agency theory. Brand name had not a statistically significant negative relationship with the use of franchising. Conclusions Five propositions were found to be statistically significant from eight propositions. The four determinants such as firm age, firm size, monitoring costs, and brand name can affect the use of franchising for the foodservice industry in South Korea. Relating the significant propositions to the diverse theories, there was no one theory that dominated all propositions. The signaling theory was more appropriate for both firm age (the years of franchising business) and firm size while the transaction costs theory was more appropriate for age (the years of franchising business) as well. In addition, the resource scarcity theory was more appropriate for firm age (the years of business). Finally, the agency theory was appropriate for monitoring costs although this theory needed to be ameliorated for brand name.

This paper presents the findings of a study on the influence of health consciousness, organic food knowledge, and environmental attitudes on consumer’s attitude towards organic foods. A questionnaire survey was conducted using a sample of 222 respondents and a partial least squares approach was used to validate the research model. Environmental attitude and organic food knowledge are found to have positive influences on consumers’ attitude towards organic foods, which is consistent with research results from prior studies. Our research results also conclude that health consciousness does not show a significant relationship. Several implications of our findings for research and for the continued development of the organic industry in Asia are proposed.

Despite the sales increase of wine in Korea, still fewer Koreans consume wine with Korean food and many Koreans believe that Western food pairs well with wine (Goodman, 2009; Lee, Zhao, & Ko, 2005; Stephens, 2003). This could reduce the opportunities of wine consumption in Korea and critically influence the future growth of Korean wine market. Therefore, this study aimed to develop Korean food and wine pairing criteria. According to the literature review, there is no cultural difference in people’s taste perception, but from the daily diet, people develop different taste preference (Bertino, Beauchamp, & Jen, 1983; Druz & Baldwin, 1982; Laing et al., 1994; Prescott et al., 1993; Prescott et al., 1997, 1998; Yamaguchi, Kimura, & Ishii, 1988). The preference gap is more obvious for beverages than foods (Chung et al., 2012). Food and wine pairing have evolved throughout the Western culinary history. Therefore, the pairing criteria are deeply connected with Western cuisine. As Korean food has its own flavour profile and Koreans have had different dining culture, it is unclear if the criteria are applicable to Korean palates. However, there is scant previous research on Korean food and wine pairing. This is an exploratory study using sequential mixed methods. The qualitative study was done first by performing twelve one-on-one interviewees and one focus group interview. The features influencing Korean food and wine pairing were discovered from the qualitative study. Then, the quantitative study followed by a questionnaire survey of Korean wine consumers. 151 questionnaires were distributed and 138 valid responses were achieved. The qualitative results were tested and generalised from the quantitative study. Hot spiciness, strong flavours and hot food temperature were identified as three unique characteristics. They were all hindrances to wine pairing according to the Western criteria. Wine-friendly Korean dishes commonly did not include those features. However, Korean daily diet has developed Koreans’ different wine preference. There was a segment of Korean wine consumers who enjoy the burning sensation in the mouth and prefer to match tannic red wine to hot spicy dishes. As a result, nine criteria of Korean food and wine pairing were developed. Seven criteria were from the Western criteria that could be applicable to Korean food. Two criteria were newly identified from this research. This study demonstrates Korean food and wine pairing criteria focusing on Koreans’ five primary tastes (e.g. sweetness, sourness, saltiness, bitterness and hot spiciness). However, there are other elements such as textures and flavours generated from a variety of cooking methods, fermented seafood sauces and spices. Thus, further researches are required to complete the criteria. In addition, an experimental study could further confirm the result of this study.

The ability to succeed in a competitive market means to respond flexibly to difficult market demands by setting appropriate price, quality, and not least by creating a favourable environment for cultural, but also attractive shopping at a point of sale. Thanks to the innovative interdisciplinary approach using neuromarketing, we can create effective marketing strategies and thereby stimulate human emotions through which it is possible to achieve an increase in the number of deals, multiply revenue and improve the ability to stimulate a purchase. Commercial spaces are becoming more sophisticated day by day and the results of several surveys of consumer behaviour show that more than half of decisions 50-80% related to purchases are made on the point of sale and 80% are realized on the basis of positive emotions. An emotion is a complex processing of phenomena or situations which is determined by the relationship between their objective characteristics and needs of the subject. The element of lighting in shops also influences positive emotions of consumers being able to increase or decrease the sales. Lighting is the only factor that can be accurately measured and controlled. Accent lighting of a modern shop is largely involved in the overall design and the resultant atmosphere of the shop, playing a crucial role in presenting different kinds of goods. The use of accent lighting can draw the customer's attention to a specific part of retail space and achieve the overall harmonization of the shop. For some goods (fresh unpackaged food) lighting is not only powerful, but also the only marketing tool. The main objective of this paper is to clarify the influence of various types of accent lighting (different colour temperature, intensity) on the brain activity of respondents and their resultant emotional state (arousal / valence). Cortical brain activity was recorded via a wireless 14 channel electroencephalograph. The object of investigation is the impact of accent lighting in the section of fresh food (fruit, vegetables, bread, pastry). In the end of the article we explain how neuroscience can be used for a better understanding of consumer perception of accent lighting in the food market.

During the last decades more and more consumers worldwide, started integrating environmental considerations into daily purchases what leads the so-called ‘green consumer’ to ask for healthier, safer, and better quality food. Nonetheless, a deeper understanding of value dimensions consumers across nations perceive in the context of organic food products is still required to develop successful management strategies which might transfer positive consumer perceptions to satisfaction and resulting buying behavior. Against this backdrop, the present study focuses on a) the antecedents leading to the consumption of organic food products and b) the identification of differences regarding the relative importance of the value-based drivers across US and German consumers

The purpose of this study is to compare and analyze the product image produced by the cinemagraph image and the product image produced by the general image in the electronic trade. The cinemagraph refers to the image with a special characteristic that provides the motion clue by playing the part of the picture endlessly in the form of a video. For this study, we explored how the perceived monetary value, brand attitude, and perceived taste would influence on the purchase intention, and it was analyzed that all of the three factors significantly influenced on the purchase intention. However, it was investigated that the purchase intention of the group watching the image by the cinemagraph was significantlyinfluencedby the perceived monetary value and the perceived taste, and the purchase intention of the other group watching the general image was significantly influenced by the brand attitude and the perceived taste; therefore, it was verified that there was a difference between the group watching the cinemagraph and the group watching the general image. In this result, it could be interpreted that when the people watching the cinemagraph purchase a product in the shopping mall, the price becomes the important requirement, and when the people watching the general image purchase a product in the shopping mall, the brand becomes the important requirement; therefore, these results could provide great implications to the food marketers.

The purpose of this study was to evaluate dietary intake according to the risk of coronary heart disease (less than 10% = low-risk group; 10~20% = middle-risk group) based on Framingham risk score (FRS), on 122 male adult subjects. The body weight and body mass index were not significantly different between the groups, while height of the low-risk group was shown to be significantly high compared to that of the middle-risk group. The daily energy intake was shown to be significantly high in the low-risk group with 1,910.88 kcal, compared to 1,606.63 kcal of the middle-risk group. As a result of analyzing nutrient intake per 1,000 kcal of energy, while the low-risk group had significantly high intake of animal protein, fat, and animal fat compared to the middle-risk group, the intake of plant protein, carbohydrate, and plant iron was found to be significantly low. The daily food intake was shown to be significantly high in the low-risk group (1,445.16 g), compared to the middle-risk group (1,075.12 g). The low-risk group was found to have significantly high intake of sugars, eggs, and beverages compared to the middle-risk group, while mushrooms intake was significantly high in the middle-risk group. Dietary variety score (DVS) was significantly high in the low-risk group with 26.42, compared to 22.66 of the middle-risk group. Dietary diversity score (DDS) was indicated to be significantly high in the low-risk group with 3.70, compared to 3.27 of the middle-risk group. The low-risk group was indicated to have significantly high score in DDS of dairy products and fruit group, compared to the middle-risk group. In the correlation between diversity index of food intake (DVS and DDS) and FRS, DDS was shown to have significantly negatively correlation with FRS after adjusting for confounding factors. To sum up these results, the adult males with low-risk of coronary heart disease had more various consumptions of fruits and milk, compared to the subjects with the middle-risk. The proportion of consuming major food groups such as cereals, meat group, milk, fruits, and vegetables more than a fixed quantity was indicated to be high. Accordingly, dietary habit for intake of various food seems to be necessary, to prevent coronary heart disease.

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.

The aim of this study is to provide the fundamental information on satisfaction for school food service and dietary habits of middle school students in Sejong Special Self-Governing City. Generally, the subjects had a high satisfaction level for school food service. The boys had comparatively more satisfactory days for school food service than the girls. The most dissatisfactory factors of school food service were the taste and variety of menu for the girls, and the time and place for lunch and the service of employee for the boys. The intersexual differences existed with a significant difference in the irregular intake of meals, the reasons to skip meals, and the eating speed. For the boys, the main reason to skip meals was due to lack of appetite, and for the girls, it was the weight-control. The boys finished each meal within 5~10 min and ate more than the amount the girls eat in general. The main components of breakfast for the subjects were a cooked rice, soup, and side dish in 65.9%, and the frequency of skipping breakfast was high with 32.8%, which was once per week. The favorite snacks for the middle school students were cookies and beverages in 29.4%, instant foods in 24.3%, and hamburger and pizza in 21.4%. The intake frequency of snacks was once or twice per week in 46.5% of the subjects. In addition, the subjects had a very high intake frequency of fastfoods with once or twice per week in 72.7%, and the most favorite fastfood was ramen in 57.7%. The subjects in 45.3% took dairy food every day. In conclusion, the middle school students need nutrition education to improve their eating habit and to increase the frequency of breakfast.

The current study investigated the relative effects of viewing motivations on viewing preferences and viewing intentions of television food programs. Data collection was conducted by administering a survey to television food program viewers both on and offline. Viewing motivations were categorized as ‘information’ ‘entertainment’, ‘pass-time’, ‘companionship’, ‘relaxation’, and ‘social interaction’. ‘Information’ and ‘entertainment’ proved to be the most important motivational factors affecting viewing preferences for television food programs. ‘Information’ and ‘social interactions’ were the strongest predictors of viewing intentions of television food programs. However, ‘pass-time’ had a negative influence on both viewing preferences and viewing intentions of television food programs. Furthermore, the results of study verified the moderating effects of food involvement in these relations.

This research investigated the relationship among Korean Wave Cultural Contents consumption of Korean food, Korean products, and Learning of the Korean language. The survey targeted non-Koreans who were either interested in or experienced Korean Wave Cultural Contents. Exactly 61.3% of subjects had traveled to Korea. The most common method of experiencing the Korean Wave was via the Internet (57.7%), followed by TV (21.1%) and Mobile (7.7%). The most popular Korean Wave Contents were K-pop (35.2%) and TV Dramas (31.0%). Movies were preferred in the Americas (3.63±0.83) and Asia (3.63±1.09), whereas K-pop was preferred in Asia (3.68±1.12) and games preferred in Europe (2.50±1.56). Regarding Korean food, most participants had tasted Kimchi (81.7%), followed by Bulgogi (74.6%), Bibimbap (66.9%), and Galbi (66.2%). According to the country-by-country survey, in the case of Galbi (p<0.05), Bibimbap (p<0.05), and Bulgogi (p<0.05), Asians had more experiences with Korean food compared to those from other regions. Meanwhile, in the case of satisfaction of Korean food, Bulgogi (4.22±1.05) was ranked highest, whereas Kimchi (3.85±1.15) was ranked lowest. According to the region-by-region survey, those from Oceania and other regions preferred Kimchi (4.25±0.71) and Bulgogi (4.50±4.50) while the Americas preferred Galbi (4.82±0.39) and Bibimbap (4.54±0.81). Bulgogi (2.76±0.06) was highly ranked as a representative Korean Food while Kimchi (2.44±0.71) was ranked the lowest. This research explained that among Korean Wave Cultural Contents, movies and music positively influenced on the ‘Image of Korea’, movies and K-pop effected ‘Purchasing intention of Korean products’, and TV Dramas, movies, and K-pop effected ‘Purchasing intention of Korean Food’.

This paper reviewed the effects of job characteristics(role conflicts, emotional labor, job importance and job autonomy) on satisfaction and stress, and the moderating effect of social support. Based on 2,982 questionnaires among raw data of Korea Safety and Health Agency's national survey, the results of multiple regression analysis appeared as follow; 1) role conflict effect negatively on job satisfaction, and emotional labor, job importance and job autonomy effect positively on job satisfaction. 2) role conflict effect positively on stress, and emotional labor, job importance and job autonomy effect negatively on stress. 3) social support moderates positively 2 relationships-between role conflict and job satisfaction, between job autonomy and job satisfaction, but moderates negatively between job autonomy and stress.

This study was done to analyze the contents of minerals and to investigate the ratio of measured values to labeled values and to analyze the ratio of calcium to other minerals in 68 specimen with minerals - fortified commercial beverages, noodles, cereals and grain products. Content of calcium, iron and zinc in samples after microwave digestion was analyzed with an ICP-OES. The measured values of calcium were ranged 82.2~293.1% of the labeled values in 38 samples composed calcium - fortified commercial beverages, noodles, cereals and grain products. The measured values of iron and zinc were ranged 83.3~301.0%, 90.1~314.1% of the labeled values in minerals - fortified commercial beverages, noodles, cereals and grain products, 42, 24 samples. The Ca : Fe ratios were 90.55 (50.55~220.64) in fruit & vegetable juice, 850.41 in fruit & vegetable beverage, 553.49 in blended beverage, 179.07 (118.37~238.01) in soy milk, 204.39(41.64~397.52) in noodle, 296.97(121.64~868.88) in fried noodle, 30.89(15.69~ 62.05) in cereal and 7.73(0.22~49.92) in grain product. The Ca : P ratios were 1.44(0.96~1.98) in fruit & vegetable juice, 1.92 in fruit & vegetable beverage, 1.66 in blended beverage, 4.23(2.25~7.72) in soy milk, 1.14(0.28~1.97) in noodle, 1.88(1.17~2.42) in fried noodle, 1.29(0.87~2.92) in cereal and 0.30(0.06~1.57) in grain product. The Ca : Mg ratios were 1.85(0.87~5.04) in fruit & vegetable juice, 28.72 in fruit & vegetable beverage, 2.97 in blended beverage, 5.27(2.93~9.36) in soy milk, 3.97(1.34~7.57) in noodle, 6.77(4.63~10.78) in fried noodle, 4.40(2.30~12.55) in cereal and 1.17(0.23~7.48) in grain product. These results suggest calcium contents and the ratio of calcium contents to other minerals in calcium-fortified food products should be strictly controlled. Moreover, to avoid problems with Excessive nutrition, there must be initiatives for better understanding on food labelling and nutrition for fortified food.

The objective of this study was to investigate the total sugar content of cooked rice (e.g. Bokkeumbap, Deopbap,Bibimbap, Gimbap, Chobap) and side dishes (Jjigae, Kimchi, Jangajji) by using HPLC analysis. Samples were col-lected from six regions in Korea (Seoul, Gyeonggi-do, Chungcheong-do, Gangwon-do, Jeonla-do, Gyeongsangdo).In cooked rice, the total sugar content in Bibimbap (8.537g/100g), Jangeo-deopbap (3.207g/100g), and Saladgim-bap (2.394g/100g) was higher than that of other cooked rice. Also the analysis results showed that the total sugarcontent of cooked rice with spice and sauce added was a little higher than that of other kinds of cooked rice. Fromthe analysis of Jjigae, it was shown that Doenjang-jjigae (1.805g/100g) from the Jeonla-do region had the highesttotal sugar content while there was no difference in total sugar content from the other regions. In case of Kimchi,that from Jeonla-do and Gyeongsang-do was very sweet, salty, and spicy, and the total sugar content was higherthan that from the other regions. The highest total sugar content among the analyzed Kimchi was in Godeulppaegi-kimchi with a value of 8.188g/100g. In addition, the total sugar content in Jangajjie, as a pickle among side dishes,was shown to be higher than that of the other side dishes with the highest range among Jangajjie of 32.865g/100gto 41.846g/100g being found in Maesil-jangajji.

The objective of this study was to investigate the total sugar content in take-out foods by using HPLC analysis.Samples of take-out food were collected from six regions in Korea (Seoul, Gyeonggi-do, Chungcheong-do, Gang-won-do, Jeolla-do, Gyeongsang-do). The samples consisted of 30 main dishes (12 Chinese dishes and 18 flour-baseddishes) and 19 desserts (11 rice cakes and 8 breads). In case of Chinese food, the maximum total sugar content ofTangsuyuk, Ganjajang, Jajangmyeon, and Gun-mandu was 10.346g/100g, 2.409g/100g, 1.589g/100g, and 1.988g/100g respectively. The total sugar content in seasoned Chinese food with sauces was higher than that of the otherChinese food. In case of flour-based food as a main dish, flour-based food seasoned with red pepper paste and manysauces such as Tteokbokki, Naengmyeon, and Guksue had a higher total sugar content than Mandutguk, Tteok-manduguk, and Udong. In particular, Hoe-naengmyeon had the highest total sugar content of 7.194g/100g. Also,desserts (rice cakes and breads), except for Garaetteok, had a high total sugar content with the highest in Glutinousdoughnut and Glutinous rice tteok with red bean paste, which among all the regions analyzed had a maximum totalsugar content of 19.602g/100g from Gyeongsang-do and 30.339g/100g from Seoul respectively.

Curcuma, which is well known for its characteristic flavor, was fermented with lactic acid bacteria from kimchi, andthe taste and biological activities were examined in order to investigate its use as a health food ingredient. Althoughthe general composition of the fermented curcuma was similar regardless of lactic acid bacteria used for fermenta-tion, the overall acceptability of the curcuma fermented with Lactobacillus plantarum (CLp) was better than that ofthe other samples. Taste sensing tests showed that the higher overall acceptability of CLp stemmed from an increasein umami and sourness and a decrease in astringency with CLp. There were no statistical differences in curcumincontent, DPPH radical scavenging activities, and hydroxyl radical scavenging activities among the curcuma samples;however, CLpe, an extract of CLp, revealed dose dependent inhibition on the production of PG-E2 from RAW cells.Consequently, CLpe may be suitable for use in processed foods in order to provide health benefits without loweringtheir sensory qualities.