Environmental pollution, especially particulate matter, is a significant problem in many large cities around the world. Globally, studies have found a larger incidence of skin problems in the more polluted areas of the world (Lefebvre et al., 2015; Lefebvre et al., 2016). Currently, anti-pollution cosmetics are the hot new trend emerging from Asia. Therefore, this study examines the relation between anti-pollution cosmetics purchase and the perceived risk to skin health owing to particulate matter. The results of study 1 partially support our hypothesis about consumers with higher perception of the risk about particulate matter. Among them, those who saw the product advertising felt response-efficacy, and further, this response-efficacy mediated the relationship between perceived risk and purchase intention. However, there was no significant mediating effect of self-efficacy between perceived risk and purchase intention. Study 2 demonstrates that consumers who have higher perceived risk about particulate matter show higher purchase intention for anti-pollution cosmetics (e.g., POLLUAWAYTM day cream) when they are exposed to prevention-focused message advertisement. In addition, the results of study provide support for our argument that this effect is driven by a process involving response-efficacy. The present research provides evidence for a relationship between perceived risk and regulatory-focused messages on purchase intention. In particular, it reveals a boundary condition for these effects to occur, that is, the extent to which consumers have a higher purchase intention because of response-efficacy. These results provide promising evidence to support the growing field of health-product-related marketing communication.

This study identified the sensory properties of samples of pizza dough at three pizza companies and three masonry oven pizzerias from Seoul, Korea and compared consumer acceptability among panels of university students. Six pizza dough samples were prepared (pan pizzas from Pizza Hut, Mr.pizza, and Dominos pizza, masonry oven baked pizzas from Appleteen, Mr.Lee’s, and Pizza factory). Consumer tests were employed involving 97 Korean consumers. Consumers evaluated overall liking (OL), liking of appearance (APPL), odor (ODL), flavor (FLL), and texture (TXTL), willing to try (WT), and willing to recommend (WR) for the samples using a nine-point hedonic scale. Analysis of variance (ANOVA) indicated that HutP, MrP, and DomP samples had significantly (p<0.05) high scores for roughness, porosity, crust color, grain size, brownness, dairy food aroma, savory taste, and yeast aroma, which had the highest OL, ODL, and FLL scores. LeeP, ATeenP, and PFacP samples had high elasticity, cohesiveness, and adhesiveness. Consumers favored the appearance characteristics and color, dairy product flavor, and savory flavor of the pan pizza and preferred cohesiveness, toughness, and stickiness of masonry oven baked pizza.

The purpose of this study was to analyze factors affecting acceptance of four kinds of dak-jjim samples in third year schoolaged children (n=100). Soy sauce, red pepper paste, Vietnam fish sauce, and star anise were applied to samples for their familiar and exotic characteristics. Significant differences among samples were observed in odor, taste, and acceptance (p<0.001). Soy (Soy sauce sample), RPPaste (Red pepper paste sample), and Soy_FishS (Soy sauce and Vietnam fish sauce sample) samples scored higher than Soy_StarA (Soy sauce and star anise sample) sample. On the other hand, there were no significant differences in intensities of saltiness, sweetness, and hot spicy flavor (p>0.05). Liked attributes in samples were saltiness, sweetness, chicken flavor, potato flavor, moistness of chicken, hot spicy flavor, and color. Disliked attributes in samples were hot spicy flavor, saltiness, and ginger flavor. Significant differences among samples were observed in familiar intensity and willing to try again (p<0.001). Soy, RPPaste, and Soy_FishS samples scored higher than Soy_StarA sample. Panels considered taste (46%) and nutrition (45%). Higher familiar intensity of sample was associated with higher acceptance in samples. In other words, familiarity of food affects acceptance of food. Therefore, familiar ingredients such as soy sauce and chicken can be used for development of Korean menu items considering taste and nutrition with enhanced Korean food acceptance in school-aged children

This study was carried out in order to investigate Korean food acculturation by married immigrant women and how it affects their children’s eating habits. Using an in-depth interview method, 26 domestically residing married immigrant Chinese, Vietnamese, and Indonesian women in Korea were surveyed to investigate adaption to Korean food at the time of their immigration, their current dietary life, their preferred Korean food, major factors in managing their children’s eating habits, etc. The results reveal that depending on the married immigrant women’s country of birth, which plays an important role in a family’s dietary life and health, acculturation phenomena occurred in which the specific eating habits of each country were grafted into Korean food. Furthermore, due to their school-age children’s display of acceptance of both their homeland’s and Korea’s food culture, we believe that this can become a pivot point for non-governmental diplomacy where Korean food can be understood along with the mothers’ countries.