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Analysis of food choice motivation according to health consciousness of overseas consumers: focus on American and Japanese consumers
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해외 소비자의 건강관심도에 따른 식품선택 동기 분석: 미국 및 일본 소비자를 중심으로

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Type
Academic journal
Author
Seo-Hyun Lee (국민대학교) Jae-Yoon Ryoo (국민대학교) Min A Lee (국민대학교)
Journal
The Korean Nutrition Society Journal of Nutrition and Health Vol.53 No.4 KCI Accredited Journals SCOPUS
Published
2020.8
Pages
431 - 444 (14page)

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Analysis of food choice motivation according to health consciousness of overseas consumers: focus on American and Japanese consumers
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Purpose: The purposes of this study were to understand the health interest of consumers in the United States and Japan and thus understand the motivation of food choices, in order to provide basic data on the country’s strategy based on healthy and correct food choices in the future.
Methods: A customer survey was conducted in 2019 from October 18 to 31, and it targeted 115 American and 120 Japanese local consumers between the ages of 20- to 64-years-old. Eight questions were formed using General Health Interest. Based on food choice motivation, 27 questions were reconstructed and asked about demographic information. All data were analyzed by SPSS Statistics (ver. 25).
Results: Health consciousness was categorized into 2 types: nutrition-seeking type and preference-seeking type. Based on these 2 factors, customers were grouped into 3 clusters: healthy dietary life-seeking group, nutrition balance-seeking group and health indifference group. Food choice motivation was categorized into 4 types: health, efficiency, value, and mood. All 3 groups showed a high tendency for efficiency in common. The results show that consumers want higher satisfaction with their time and money invested in food consumption. It is believed that the focus and investment of market segmentation strategy should be focused on product development, especially for American and Japanese consumers who are interested in health.
Conclusion: The results of this study reflect consumer needs that can assist in the selection of healthy and correct foods in the future.
#health interest #food choice motivation #market segmentation strategy #American consumers #Japanese consumers

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References (37)

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Kim HR / 2016 / Dietary guidelines for the WHO, the US and Japan and their policy implications / Health Welf Policy Forum (234):81~93 google schola Ministry of Agriculture, Food and Rural Affairs (KR) / 2018 / Status of the market for each processed food item: source market google schola Steptoe A / 1995 / Development of a measure of the motives underlying the selection of food : the food choice questionnaire / Appetite 25(3):267~284 google schola Shepherd R / 1999 / Social determinants of food choice / Proc Nutr Soc 58(4):807~812 google schola 박소진 / 2007 / 건강동기와 환경에 대한 관심이 유기농 식품 선택에 미치는 영향 연구 / 소비문화연구 10(4):107~126 dbpia

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UCI(KEPA) : I410-ECN-0101-2020-594-001155609