The aim of this study was to investigate the associations among the food choice motive, attitude to the traditional fermented food, and traditional fermented food consumption in high school students. Using a web-based self-completion questionnaire, fo...
The aim of this study was to investigate the associations among the food choice motive, attitude to the traditional fermented food, and traditional fermented food consumption in high school students. Using a web-based self-completion questionnaire, food choice motive, attitude to traditional fermented food, and frequency of traditional fermented food consumption were examined in 319 high school students in Seoul. As follows are the results of this study; first, food choice motives were emerged by seven factors, and labeled as good food, healing, convenience, weight control, familiarity, price, and health. Attitude to the traditional fermented food and consumption behavior of traditional fermented food were emerged as independent factor, respectively. Second, the mean scores of good food, weight control, health, attitude to the traditional fermented food, and traditional fermented food consumption were significantly higher in a group who had a firsthand experience of making a traditional fermented food (p<.05). Third, food choice motives had the significant effect on the attitude to the traditional fermented food (p<.05). Among them, healing had the strongest effect (β=.260), followed by price (β=.247), convenience (β=.220), weight control (β=.133), and good food (β=.117). Fourth, the consumption behavior of traditional fermented food was strongly influenced by the attitude to the traditional fermented food (β=.549). Finally, weight control was the only direct driver for traditional fermented food consumption. Price, healing, health, and convenience acted as indirect drivers for traditional fermented food through the positive attitude to the traditional fermented food. In conclusion, since the formation of the positive attitude to the traditional fermented food is important for the increase of traditional fermented food consumption, the analysis of underlying food choice motive and attitude to the traditional fermented would be essential.