식품소비자의 가치가 지속가능성 식품의 구매의도에 미치는 영향: 지속가능성 인증표시 인지의 조절효과와 매개효과 검증 = The effect of food consumers’ values on purchasing intention of sustainable foods: moderating effect and mediating effect of recognition of sustainability certification indication

다국어 초록 (Multilingual Abstract)

The concept of sustainability has recently emerged as an important issue in many areas including the food industry. The purpose of this study was to investigate the direct effect of food consumers’ values on purchasing intention of sustainable foods from the perspective of sustainable consumption being closely related to ethical consumption. Also this paper tries to verify the indirect effect and moderating effect of recognition of sustainability certification as it is considered the best way for consumers to identify brands with sustainable attributes. Data were collected through a questionnaire survey from a random sample of 327 food consumers in Seoul and Kyunggi-do. The collected data were analyzed using the statistical package SPSS 20.0. It was observed that purchasing intention of sustainable foods was positively influenced by the values of universalism, self-direction and benevolence. On the contrary, the values of achievement-power and hedonism influenced negatively. In addition, a partial moderating effect and a partial mediating effect of recognition of sustainability certification between food consumers’ value and purchasing intention was found. The findings of this study suggest that marketers of sustainable food products implement effective marketing strategies based on analysis of personal values and that relevant government departments provide education programs or conduct campaigns for raising food consumers’ awareness of sustainability certification indication. Limitations and future research directions were also discussed.

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