This study was conducted to investigate whether there were differences in eco-friendly food, home meal replacement (HMR) purchases, and eating-out behavior according to the level of agri-food consumer competence. The data for the study were extracted from main food consumers (n=3,321) in the 2022 Food Consumption Behavior Survey. The competence index was divided into awareness-attitude-practice items, and three groups were classified by competence level. The results showed an agri-food consumer competency score of 70.62, with the highest score for awareness (73.96), followed by practice (69.28) and attitude (66.18). The frequency of purchasing eco-friendly food was higher in the excellent group compared to other groups, and quality and price satisfaction was higher with higher competency (p<0.001). Regarding HMR, the results showed that the shortage group had the lowest HMR consumption rate, and satisfaction decreased as competence decreased (p<0.001). The main reason for eating-out was to enjoy food in all groups (59.0%), followed by a lack of cooking time in the excellent group (15.7%) and hassle with food preparation in the moderate and shortage groups (17.3%, 16.6%) (p<0.001). In short, agri-food consumption competency showed differences by contents and components, and differences in food purchases and eating-out behavior by competency level were found.

The rise of social media has brought the existence of “foodie” and “food bloggers” in the culinary business. The word “foodie” refers to those who highly favor and engage with food and spend a substantial amount of time collecting culinary experiences and visiting famous restaurants, while a food blogger is an individual or a foodie who uses a communication platform to share recipes and passion for food through reviews based on his or her experience. Culinary businesses use food bloggers to help promote their products and encourage consumers to try their products, which are believed to be effective as the viewers or the followers tend to take their recommendations.

The influence of the food value consumption type of MZ generation on food choice attribute and sustainable food consumption behavior was studied using structural equation modeling. A survey was conducted on April 11~17, 2022, among panels aged 20 to 39. A total of 350 valid replicates (100%) were analyzed using statistical program SPSS The validity of the measurement instrument was verified through exploratory factor analysis and confirmatory factor analysis. The data reliability was confirmed using Cronbach’s alpha coefficient. The hypothesis was verified by performing path analysis through structural equation modeling using AMOS. Regarding the influence of food choice characteristics on sustainable food consumption behavior, health has a significant positive (+) effect on the selection consumption behavior of certified food and local food. Among food value consumption categories social value consumption has a significant negative (－) influence on the consumption behavior of certified food and the choice of local food. Ethical value consumption has a significant positive (+) influence on the selection consumption behavior of certified food and local food. This study is significant because it has identified sustainable food consumption behaviors that domestic consumers can adopt daily. It can use as baseline data for preparing political and institutional measures.

The purpose of study was to examine the factors influencing fast food consumption in Korean adolescents. The analysis was conducted using cross sectional study data from the 16th Korea Youth Risk Behavior Web-based Survey in 2020. A total 54,948 middle and high school students participated in this study. The subjects in the analysis were 28,353 males and 26,595 females, 28,961 middle school and 25,987 high school students. In total, 56.6% Korean adolescents consumed fast food once or twice weekly and 25.4% consumed fast food more than three times weekly. Logistic regression analysis revealed that fast food consumption was significantly associated with dietary behavior such as lower breakfast intake (OR: 0.930, 95%CI: 0.891~0.970, p<0.001), higher soda drinks consumption (OR: 2.563, 95%CI: 2.452~2.678, p<0.001), and higher sweet drinks consumption (OR: 1.898, 95%CI: 1.818~1.982, p<0.001). For psychological and health behavior factors, fast food consumption was also significantly associated with higher perceived stress (OR: 1.239, 95%CI: 1.163-1.321, p<0.001), higher smoking (OR: 1.300, 95%CI: 1.164~1.453, p<0.001), higher drinking (OR: 1.193, 95%CI: 1.112~1.280, p<0.001), higher depression experience, higher loneliness experience, and lower subjective health, In conclusion, fast food consumption in Korean adolescents was associated with undesirable dietary habits and psychological and health behavior, suggesting that appropriate education programs are necessary to reduce such behavior.

Foods play important roles in Chinese gift giving behavior; they contain abundant symbolic and semiotics meanings. Typical food products are exchange during festivals, commercial intercourse, and other social intercourse occasion. The purpose of study is to investigate how the meanings and values of food gifts affect gift-giving behavior under Chinese cultural context. Qualitative in-depth interviews are applied, eighteen participants from food gift industry, academic field and consumers are invited in the study, and qualitative data analysis framework is designed based on Sheth’s consumption values theory. We find that food gifts cover function value, emotional value, social value, epistemic value and conditional value. Gift values are explained by givers and recipients during gift-giving process. Gift-giving occasion, gift-giving purpose, relationship between givers and recipients are influence the value of gift. Study provides some practical recommendation for food products design and marketing.

The purpose of this study was to analyze middle students' carbonated beverages selection and consumption behaviors depending on their food-related lifestyle. Data was collected from 307 middle students in Incheon region through a self-administered questionnaire. According to the results of the factor analysis, food-related lifestyle showed that the average is more than 3.0, 0.800 in Cronbach alpha coefficient. There were significant differences in carbonated beverages preference according to health seeking, easy seeking, popularity seeking, and safety seeking type (p<0.05). Also easy seeking and popularity seeking type lifestyle showed significant differences in the reason to drink carbonated drinks (p<0.05), especially school canteen amenities tended to pursue the highest fashion. A significant significance positive result of the consumption of carbonated beverages (p<0.01) was shown for the easy seeking type. A significant positive result of the consumption of carbonated beverages (p<0.01) was shown for the taste seeking and safety seeking type. Analysis of the relationship between carbonated beverage consumption, and form factor showed a high correlation coefficient of 0.617 and with brand design, while the taste and the price were (p<0.05) 0.446, and 0.437 in order to design and calories, respectively.

The aim of this study was to classify Korean consumers based on their food-related lifestyle type, and to investigate the relationship between sushi consumption and food-related lifestyle type. Self-reported questionnaires were completed by 300 Korean adults. The SPSS 18.0 program was used to analyze the samples. Data was analyzed by frequency, descriptive factor, reliability, cluster analysis, ANOVA, and chi-square test. A factor analysis extracted four factors comprising foodrelated lifestyle, which we named Health-seeking (factor 1), Taste-seeking (factor 2), Convenience-seeking (factor 3), and Economy-seeking (factor 4). According to a cluster analysis based on those four factors, consumers were classified into three clusters. Cluster 1 was the Taste and Health-seeking cluster, Cluster 2 was the Convenience-seeking cluster, and Cluster 3 was the Passive Eating Habits cluster. The results also indicated that the selection attributes of each cluster were significantly different in terms of perception, the global state of sushi, sushi preference, frequency, companions, place of sushi consumption, and preference for different sushi sub-ingredients. Based on these results, consumer characteristics in the sushi market are discussed.

The Purpose of this paper is to analysis on consumer’s purchasing behavior and intention of local food. To analysis consumer’s purchasing behavior, a series of homemaker surveys were conducted. The sample size of the survey is 416 respectively. As a survey result, consumer’s purchasing behavior shows that purchasing ratio of local food and buying place is various type. By decision tree model analysis showed that consumer’s purchasing intention is enough to establishing local food system in region. Therefore, strategies for regional consumption are needed expression of the place city and county of origin, diversification of purchasing item and buying area, and sustainable improvement for safety and trust on local food.