This study compared the use of health functional foods (HFF) by household composition—specifically the presence of minor children—and identified the factors associated with the level of purchase using data from the Food Consumption Behavior Survey 2023 by the Korea Rural Economic Institute. The responses from 3,176 household food purchasers were analyzed, using complex-sample design weights. The primary food purchasers in households with minors (HM) were characterized by a higher proportion of females and purchasers in their 40s–50s, whereas households without minors (HNM) were more often 1–2-person adult households with older purchasers. Both groups reported high rates of home cooking, but HM had a higher shopping frequency. HFF purchases were largely self-initiated rather than gift-driven. The motivations of HFF purchase differed by household type: HM more frequently reported growth/development, learning enhancement, and disease prevention, while HNM emphasized fatigue recovery, health promotion, and disease treatment. The non-use of HFF was most commonly attributed to the lack of perceived needs; information deficits were more salient in HM, whereas cost concerns were stronger in HNM. The average use was 2.2 products per household, with vitamins/minerals, probiotics, omega-3 fatty acids, and ginseng most common. Logistic regression analysis showed that income, interest in health, purchasing method, and product variety were significant predictors of increased HFF spending in HNM, but the explanatory power of the model was not statistically significant in HM. These findings suggest that consumer education and communication strategies regarding HFF should be tailored to the household life cycle and emphasize their safe use, particularly for HM.

This study analyzed online food consumption behaviors by segmenting consumers based on their dietary lifestyles using the Consumer Behavior Survey for Food in 2024 of the Korea Rural Economic Institute. Factor analysis and cluster analysis classfied the dietary lifestyles of the respondents into the ‘convenience and experience-seeking group’, ‘low involvement group’, ‘health-seeking group’, and ‘plan-seeking group’. The highest frequency of online food purchases by respondents was ‘once every two weeks’, and the most common reason for purchasing food online was ‘because it is delivered’. The most frequently used channel for online food purchase was ‘online shopping malls’, with price, quality, and overall satisfaction remaining above average. The analysis of perceptions and behavioral patterns revealed that consumers primarily utilized online food services for their convenience and place significant importance on others’ experiences and verified brands. Among the dietary lifestyle groups, the ‘convenience and experience-seeking group’ showed the highest mean scores across most perceptions and behavioral items. These results confirm that online food consumption varied significantly depending on dietary lifestyle groups, highlighting that dietary lifestyle is a crucial factor for market segmentation and the development of targeted marketing strategies.

This study examines how consumer characteristics–wellness, religiosity, and fashion consciousness–on the perception of modest activewear attributes and purchase intention among Indonesian consumers. It employed the FEA consumer model, which integrates functional, expressive, and aesthetic dimensions for clothing development. A total of 200 responses were collected from adult women in Indonesia through an online survey conducted from October 16 to 25, 2023. Using SPSS 26.0, frequency analysis, factor analysis, multiple regression, and reliability testing were performed. The results indicate that fashion consciousness and physical wellness significantly influence the functional elements of modest activewear, while fashion consciousness and religiosity significantly affect the expressive elements. Furthermore, fashion consciousness, religiosity, and physical wellness all have significant effects on the aesthetic elements, with fashion consciousness emerging as the most influential factor. In contrast, emotional wellness did not show a significant effect. Regarding purchase intention, functional and expressive attributes of modest activewear show significant positive effects, while aesthetic perceptions directly shaped Indonesian women’s purchase decisions. While prior research on modest fashion has largely emphasized religious motivations, this study advances the discourse by integrating wellness and fashion consciousness as equally important drivers. This study analyzes three consumer characteristics within the FEA framework, offering a unique perspective on how lifestyle, fashion, and religiosity influence modest activewear consumption.

본 연구는 지속가능성과 윤리적 소비 확산에 따라 컨셔스뷰티 소비자의 소비가치가 구매행동에 미치는 영향에 대해 알아보고자, 일반적 특성, 소비가치, 구매행동을 포함한 온라인 설문으로 250명을 조 사하였다. SPSS 25.0 통계 프로그램을 활용했으며 빈도분석, 탐색적 요인분석, 기술통계, 상관분석, 다중회 귀분석을 실시하였다. 분석 결과, 컨셔스뷰티 소비자의 소비가치 수준이 높을수록 구매행동이 유의하게 증 가했으며(p<.001), 만족도에는 기능적 가치(β=.356, p<.001), 사회적 가치(β=.217, p<.01), 감정적 가치 (β=.170, p<.05)가, 재구매의도에는 기능적 가치(β=.372, p<.001), 윤리적 가치(β=.269, p<.001), 감정 적 가치(β=.160, p<.05), 사회적 가치(β=.122, p<.05)가, 브랜드 충성도에는 기능적 가치(β=.298, p<.001), 윤리적 가치(β=.259, p<.001), 사회적 가치(β=.196, p<.01)가 각각 통계적으로 유의미한 영향을 보였다. 이러한 결과는 컨셔스뷰티에 대한 소비자의 가치 지향이 실제 구매로 이어짐을 시사하며, 관련 제 품 개발 및 마케팅 전략 수립에 실질적 근거를 제공하고, 향후 연구에서는 연령과 지역을 확대한 표본 설계 를 통해 결과의 일반화 가능성을 높일 필요가 있다.

이 논문은 소비자 설문조사를 통해 여름철 대표 과일인 수박과 참외의 소비자 구매 행태와 구매 빈도에 영향을 미치는 요인을 분석하여 수박·참외 산업의 지속 가능한 발전 방향을 탐구하고자 하였다. 소비자 구매 행태를 분석하고, 구매 빈도에 영향을 미치는 주요 요인을 규명하기 위해 순위형 로짓 분석을 실시하였다. 연구 결과에 따르면 수박은 맛, 외형이 가격보다 더 중요한 요소로 나타나, 고당도 수박 생산, 품종 개선 및 유통 방식 개선의 필요성이 제기되었다. 참외는 맛, 신선도, 외형이 구매시 중요한 요소로 분석되었으며, 고령층 소비자에 비해 젊은층 선호도가 상대적으로 낮아 참외 시장 확대를 위해서는 다양한 소비 계층이 관심을 가질 수 있는 차별화된 판매 전략이 필요하다는 점을 시사하였다.

As social media becomes increasingly integrated into daily life, it has reshaped how people communicate and consume advertising. Instagram, a visually-oriented platform, uses advanced targeting and shopping features to deliver personalized advertising, particularly in the fashion retail sector. Grounded in the cognitive-affective-behavioral model and human information processing theory, this study investigates how Instagram’s personalized fashion advertising influences consumer perception and behavior, focusing on recommendation system quality (accuracy, novelty, diversity) and content quality (vividness, diagnosticity). A survey of 403 Korean adults aged 20–69 was conducted to assess causal relationships among these variables. The findings reveal that accuracy and diversity in recommendation systems, along with diagnosticity of content quality, positively influence user satisfaction, which, in turn, influences their click-through and purchase intentions. However, novelty and vividness exhibited no significant effects. Academically, the study contributes to a deeper understanding of the mechanisms underlying personalized advertising on visuallyoriented platforms like Instagram. Practically, it underscores the importance of creating high-quality, personalized content that aligns with user preferences and provides clear product information. Brands can enhance user engagement by designing visually appealing advertisements and optimizing linked web pages to foster emotional bonds with consumers. These strategies can cultivate long-term customer relationships and enhance brand loyalty while maximizing advertising effectiveness on Instagram.

The objectives of the study were to examine food waste generation and reduction efforts at home, and to identify factors affecting the intention to reduce food waste. A total of 3,321 food buyer responses were used from the 2022 Consumer Behavior Survey for Food of the Korea Rural Economic Institute. Statistical methods for a complex sample were applied by using a SPSS program (ver. 26.0). The average daily food waste generation per household significantly differed by the main food purchaser’s age and household size. Plate waste and food waste from preparation were the main types of food waste. A multiple regression analysis revealed that intention to reduce food waste was influenced by the main types of food waste, the average daily amount of food waste, the perceived amount of food waste, and the perceived importance of food waste reduction after adjusting for the age of the main food purchaser and household size. Since the amount of food waste was affected by a series of food behaviors as well as consumer’s intention to reduce waste, empirical research on the types and amounts of food waste generated in Korean households and qualitative research on behaviors and attitude affecting food waste are needed.

This study examined the intake status and the factors affecting intake of functional foods using the data from Consumer Behavior Survey for Food by the Korea Rural Economic Institute. Among the total respondents, 80.4% took functional foods, and the number of respondents who took two types of functional foods was the highest. The main reason for taking functional foods was to prevent disease, and the main places of purchase of functional foods were off-line large supermarkets, on-line shopping malls, and pharmacies. Compared to a year ago, the percentage of increase in functional food purchases this year was higher than the percentage of decrease. The most common reasons for not taking functional foods were ‘not feeling the need’ and ‘not trusting the quality’. As a result of conducting a complex samples logistic regression analysis to identify the factors affecting the intake of functional foods, gender, age, marital status, illness state, alcohol drinking, and convenience-seeking type among dietary lifestyles were significant.

This study compared the dietary perceptions, food labeling behaviors, and purchasing patterns of vegetarians and nonvegetarians. The data from 5,811 adults aged ≥19 years who participated in the 2023 Consumer Behavior Survey for Food were analyzed. The participants were divided into vegetarians and non-vegetarians according to their dietary practices. Vegetarians were further divided into strict, semi, and occasional vegetarians. Non-vegetarians regularly consumed plantand animal-based foods without dietary restrictions. Vegetarians comprised 15.4% of the participants, and health (50.4%) was the primary motivation for adopting a vegetarian lifestyle. Compared to non-vegetarians, vegetarians prioritized their rights and responsibilities as citizens and identified a vegetable-centered diet as the most crucial factor for health. Vegetarians showed greater interest and trust in food labeling than non-vegetarians. Vegetarians selected a wider variety of food and had different purchasing motivations when purchasing eco-friendly foods than non-vegetarians. Vegetarians exhibited higher purchase frequencies across all categories than non-vegetarians and had different reasons for purchasing convenience foods. These findings highlight the diversity of vegetarian dietary motivations and behaviors, emphasizing the need for tailored dietary policies and education.