The purpose of this study is to clarify the concept of mindfulness and examine its effects on climate-friendly food perception and choice, thereby uncovering climate-friendly food by parsing out the different effects of mindfulness vs. mindlessness and exploring the key consumer outcomes. The value of this study lies in clarifying the role of climate-friendly food and mindfulness in perceived food value and food choice. This study provides a framework for examining the effects of climate-friendly food and mindfulness, thereby shedding light on climate-friendly food and discovering perceived climate-friendly food value and food choice as main outcomes. This study contributes to the literature on value by clarifying the concept of mindfulness and the relationships between perceived food value and food choice. The findings also offer practical implications for how marketing strategies for value work more effectively and cater to different types of mindfulness.

본 연구의 목적은 한국 외식기업의 해외시장 진입유형 선택의 결정 요인을 제도이론을 적용하여 검증하는 것이 다. 외식기업에게 중요한 시장지원제도인 지적재산권 보호, 무역 자유, 투자 자유가 진입유형 선택에 어떻게 영향 을 미치는지 분석하였다. 통제와 자원투입 수준에 따라 진입유형을 거래형, 제휴형, 투자형으로 구분하여 순서형 로지스틱 회귀분석으로 검증한 결과는 다음과 같다. 첫째, 현지의 지적재산권 보호 제도가 취약할수록 통제와 자 원투입 수준이 높은 진입유형을 선택하는 것으로 나타났다. 이는 외식기업의 경영 성과에 중요한 지적재산권이 제대로 보호되지 않을 경우 기업은 이를 보호하기 위해 투자 부담이 증가하더라도 통제력이 높은 진입유형을 선 택하기 때문인 것으로 해석된다. 둘째, 무역 자유 제도가 엄격하게 시행될수록 통제와 자원투입 수준이 높은 진 입유형을 선택하는 것으로 나타났다. 외식업은 음식의 맛과 가격이 중요하므로 한국에서와 동일한 맛을 외국에서 구현하기 위해서는 식재료의 반입 가능성과 조달 비용이 매우 중요하다. 따라서 자유무역이 보장되면 필수 식재 료를 한국에서 직접 반출하여 맛과 가격경쟁력을 확보하려는 유인이 작용하는 것으로 볼 수 있다. 이렇게 거래를 내부화 하려는 것은 한식 식재료들이 해외 시장에서 활발하게 거래되는 품목이 아니기 때문에 현지에서 구하기 어려울 뿐 아니라 가격도 매우 비싸기 때문이다. 셋째, 투자 자유 제도에 대한 가설은 유의확률이 높아 채택되지 않았는데, 이는 외식기업의 특성상 마스터 프랜차이즈 계약을 하더라도 본사의 통제력이 상당 정도 확보되기 때 문인 것으로 유추된다. 본 연구는 한국 외식기업이 해외시장에 진출할 때 현지의 시장지원제도에 따라 진입 전략 에 변화를 준다는 것을 실증적으로 규명했다는 점에서 중요한 의미를 갖는다.

There is a growing interest in exploring attribute non-attendance (ANA) in choice experiments. This study applied Random Response Share (RRS) approach for investigating inattention choice in choice experiments and assessed its out-of-sample predictive performance using 60 months of choice experiment data from 61,592 U.S households. Our results suggest that the RRS is not likely to be a dominant strategy to the conventional multinomial logit model in terms of the out-of-sample forecasting accuracy. However, the RRS could be a way to deal with attribute nonattendance when also considering the socio-economic characteristics of respondents.

In today's affluent food environment, investigating factors that facilitate resistance in the face of barriers to health goals may be vital for achieving successful promotion and regulation of health. This study was implemented to investigate the effect of self-compassion on the evaluation and choice of healthy vs. unhealthy food. In Study 1, participants (N = 101) primed with self-compassion evaluated unhealthy food more negatively than those primed with self-esteem. As predicted, however, there was no difference in attitude toward healthy food between the two priming conditions. In Study 2, participants (N = 54) were asked to choose between healthy and unhealthy food and then their self-compassion was measured. Results show that participants with high self-compassion chose healthy food more often than unhealthy food, while those with low self-compassion chose unhealthy food more than healthy food. The implications of the findings are discussed in terms of health campaign strategies and further research into the relation between self-compassion and health behaviors.

We examined whether hybrid consumers exist in the commodity food market by comparing food products in general, fresh pork and precooked pork patties using an online questionnaire (N=200). The same consumers changed their selection criteria depending on the type of commodity food product they were considering, reflecting hybrid consumer attitudes.

This study aimed to identify the effects of health-related menu choice attributes on customer behavioral intentions at wellbeing restaurants and analyze the moderating effects of food involvement and trust, which can influence customer preference and their intentions to visit well-being restaurants. This study designed a survey, and 351 respondents who have eaten at well-being restaurants completed the questionnaire. Exploratory factor analyses were conducted to identify underlying dimensions related to health-related menu choice attributes, food involvement, and customer behavioral intentions toward well-being restaurants. The three factors regarding health-related menu choice attributes and the three factors related to food involvement were identified. In order to test the relationships between health-related menu choice attributes and behavioral intentions as well as to investigate the moderating effects of food involvement and trust, hierarchical regression analyses were conducted. Results indicated that the three factors of health-related menu choice attributes were significantly and positively related to behavioral intentions. Among food involvement factors, dining environment and cooking were significantly related to behavioral intentions toward well-being restaurants. Trust had a significant influence on behavioral intentions. Results showed that food involvement and trust could moderate the effects of health-related menu choice attributes on behavioral intentions toward well-being restaurants.

Due to an overall increase of income, the general standard of living has improved and people have begun to be interested in being more healthy in their lives. This tendency has affected the food market, especially in relation to organic and eco-friendly food. Thus, the overall market size for those products has grown to give more choices to consumers. To examine the effect of the motive for choosing certain food products on the actual attitude and intent to purchase the products, a survey was given to 330 people living in Seoul, which resulted in 235 usable responses. The content of the questionnaire consisted of 18 questions on food choice motives, 3 questions on the attitude toward organic foods and 3 questions on the intention of purchasing for organic foods. The SPSS 12.0 statistics program was used to analyze of following: frequency analysis, factor analysis, reliability analysis, t-test, one way ANOVA and regression analysis. Five factors of food choice motives were obtained from the analysis: health, convenience, price, familiarity and environmental protection. The regression analysis showed that food choice motive, health and environmental protection factors have a positive relationship with organic food attitudes and organic food attitudes have a positive relationship with the intent to purchase organic food.

The principal objective of this study was to assess the effects of food involvement moderating the relationship between food choice motives, including health concerns, weight control and ethical concern, and fruit consumption. A total of 290 questionnaires were completed. Moderated regression analysis was utilized to assess the relationships among variables. The results of the study showed that the results of data analysis also indicated good model fit. The direct effects of health concerns on fruit consumption were statistically significant in Models 1 and 2. However, the direct effects of ethical concern on fruit consumption were statistically significant in Model 3. As had been expected, the interaction of ethical concerns and food involvement exerted a significant effect on fruit consumption in Model 3. However, the interaction of health concern and food involvement, as well as weight control and food involvement exerted no significant effects on fruit consumption. Moreover, ethical concerns about fruit consumption exerted a significant negative effect at the low level and a positive effect at the high level of food involvement, except in cases in which the level of food involvement was medium. The results of this study revealed that fruit marketers should attach importance to the interaction effect of food involvement in order to better understand the elements of market demand and customer loyalty.