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Impact of External Eco-friendly Cues in Food Product Package on Perceived Consumption Value: The Moderating Effect of Product Type and Environmental concern
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식품 패키지의 외관적 친환경 단서에 따른 소비가치 인식: 제품유형과 환경관심도의 조절효과

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Type
Academic journal
Author
Kim, Beom-Jin (경희대학교) Hwang, Jo-Hye (경희대학교)
Journal
Korean Hospitality and Tourism Academe Korean Journal of Hospitality & Tourism Vol.30 No.2(Wn.130) KCI Accredited Journals
Published
2021.2
Pages
75 - 93 (19page)
DOI
10.24992/KJHT.2021.2.30.02.75

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Impact of External Eco-friendly Cues in Food Product Package on Perceived Consumption Value: The Moderating Effect of Product Type and Environmental concern
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Abstract· Keywords

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As the use of food product packages that cause packaging waste is continuously increasing, the need for eco-friendly packages is increasing. Despite the active development and launch of eco-friendly products using colors and labels in the food industry, there is little research related to this topic. Therefore, this study aims to investigate the difference in consumption value according to the external eco-friendly cues of food product packages classified into eco-friendly levels by using colors and labels, which are visual attributes of packages, and to investigate the difference in consumption value according to product types and environmental concern. The experimental stimulus fabricated by the presence and absence of color and label was produced to study consumer response. In order to enhance the external validity of the study, the products used in the experiment were selected as two types of utilitarian products and hedonic products. A survey was conducted on domestic consumers over the age of 20 years through an online research company. Finally, 240 responses were analyzed using SPSS 23.0 to frequency analysis, reliability analysis, factor analysis, one-way ANOVA, and two-way ANOVA. The results showed that the functional value, emotional value, epistemic value, and social value differed according to the external eco-friendly cues of the food product packages, and the product types had a significant impact on consumer responses, resulting in a significant interaction effect on functional value. In addition, environmental concerns had significant interaction effects on functional, emotional, cognitive, and social values. Therefore, this study is valuable in that it expanded the scope of the food industry research by subdividing the type of packages using colors and labels, which were limited in previous studies. Also, this study suggests practical implications for food product-related marketing for companies by enhancing its understanding of consumer awareness according to the appearance of food product packages using colors and labels.

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구 방법
Ⅳ. 분석결과
Ⅴ. 논의 및 결론
참고문헌
국문초록

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