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A Study on the Effect of Buying Behavior on Menu Selection of Environmental Friendly Food Purchaser

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2013, 37(9), pp.339-356
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Sung-Pil Hahm 1

1경성대학교

Accredited

ABSTRACT

In the recent years, the golden age of the environmental friendly food market seems to be coming and has come to a heated competition in Korea in the near future. This study attempted to identify the dimensions of buying behavior attributes of environmental friendly food purchasers and to investigate how the dimensions affect their restaurant menu selection. importance Data were collected from 202 environmental friendly food purchasers. Research findings revealed that 16 buying behavior attributes turned out four dimensions of food health, food trusty, self management, and food properness. In addition, 7 menu selection attributes turned out two dimensions of food substantiality, and customer needs reaction. The hypothesized relationships were measured using SPSS 21.0 through multiple regression analysis. This study concluded with the implications of the study and future research areas. The result could be also applied to improve the restaurant business performance.

Citation status

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