An increasing trend embracing the 2030 generation mindset through the new word ‘newtro’, which means reinterpreting the past and selling it in the present, has been gaining traction. The 2030 generation who seek new experiences and desserts is growing. The unique dessert market is expected to continue to grow in the future. Thus, this study devised a pine needle madeleine. Madeleines were made by varying the proportions of pine needle powder added to 0%, 1%, 3%, 5%, and 7%, and specific gravity, moisture, color, physical properties, and antioxidant properties were measured. The L-value decreased significantly (p<0.001) as the amount of pine needle powder added increased, and the a-value increased (p<0.001). The total polyphenol content, DPPH, and ABTS gradually increased significantly (p<0.001). Through this study, it was possible to confirm the quality and characteristics of madeleines using pine needle powder, which has excellent antioxidant properties, and it will become basic data for the development of various desserts using pine needle powder.

This study aims to investigate what selection attributes of customer value are more crucial when consumers choose the dessert at convenience store, which is the fastest growing retail format in Korea recently. Factors considered to be important when customers buy dessert, such as economics, diversity, convenience, and safety were examined and also relationship between customer value and satisfaction was analyzed. The survey was conducted through online (including SNS) from April 6, 2019 to April 30, 2019. A total of 303 questionnaires were used for empirical analysis. Factor analysis was performed to verify the validity and reliability of the measured variables. And the structural equation model (SEM) was used as a statistical method for hypothesis testing. As a result, factors as ‘diversity’, ‘safety’ were revealed to significantly affect hedonic customer value, while ‘convenience’ was shown to affect utilitarian customer value significantly. In addition, the path that customer value leads to satisfaction was also found to be significant. The result of the study suggests that selection attributes of convenience store dessert and providing meaningful implications of related hedonic and utilitarian values when customers purchase dessert at convenience store. This study provided practical implications for managers of the fiercely competitive dessert industry.