Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7
-
pISSN : 1226-0533 / eISSN : 2713-6388
- https://journal.kci.go.kr/JTS
KJCKorea
Journal Central
A Study on the Application of Visually Unattractive Food for Sustainable Consumption: Emotional and Cognitive Reactions to Food Shape and Organic Labeling
- Journal of Tourism Sciences
- Abbr : JTS
- 2020, 44(2), pp.181-205
- DOI : 10.17086/JTS.2020.44.2.181.205
- Publisher : The Tourism Sciences Society Of Korea
- Research Area : Social Science > Tourism
- Received : December 18, 2019
- Accepted : February 19, 2020
- Published : March 1, 2020
Lee， Sin-Ae 1, Hwang Johye 1
1경희대학교
Excellent Accredited
ABSTRACT
Recently, food waste generated by food consumption has become an environmental issue. One significant reason for food waste is that consumers are reluctant to buy or consume suboptimal food. However, in Korea there is insufficient research on unattractive-looking food. It is currently unclear which factors explain consumers’ non-preference for suboptimal products. Therefore, this study was conducted as an experimental study designed to find out the difference between consumers' emotional and cognitive responses according to the degree of product shape abnormality, organic labels, health consciousness, and the impact on their purchasing intention. The results were as follows. First, the findings indicated differences among consumers’ positive emotion, negative emotion, and perceived quality concerning food shape (normal, abnormal, extremely abnormal). Second, the results showed a significant interaction effect for food shape and organic labeling. Positive emotion and perceived quality toward an extremely abnormally-shaped apple were higher if an organic label appeared on it. Third, it was shown that positive emotion and perceived quality had a positive (+) effect on purchase intention. Fourth, there was a significant interaction between food shape and health consciousness. Perceived quality toward an extremely abnormally-shaped apple was lower if consumers had a high interest in health consciousness. This study provides academic and practical implications for food research on unattractive products.
Statistics
-
725 Viewed
-
1 Downloaded
Tools
Issue List
Citation status
* References for papers published after 2023 are currently being built.
[journal]
김은경
/ 2015
/
The Effects of Country Image and Wine Image on Consumers’ Wine Preferences and Purchase Intentions
/ 관광학연구
/ 한국관광학회
39(8)
: 291~311
[journal]
최정은
/ 2011
/
The Relationships of Consumers’ Objective Knowledge, Subjective Knowledge, Risk Perception and Purchase Intention of Organic Food : A Mediating Effect of Risk Perception towards Food Safety
/ Culinary Science & Hospitality Research
/ (사)한국조리학회
17(4)
: 153~168
[journal]
김은주
/ 2004
/ 인천시 중장년층남성의 건강증진 행위
/ 지역사회간호학회지
15(3)
: 408~418
[journal]
김정대
/ 2018
/
Factors Influencing Breakfast Consumption Behavior of Office Workers- Focusing on Emotion, Health Concern, and Selection Attribute -
/ 외식경영연구
/ 한국외식경영학회
21(2)
: 183~209
[journal]
농민신문사
/ 2017
/ 유통 & 현장 못난이 과일 구매증가
/ 디지털농업
673
: 102~104
[report]
농촌진흥청
/ 2017
/ 과일 소비트렌드 변화와 과일산업 대응방안
[journal]
박미선
/ 2014
/
Comparison of Consumer's Perceptions of Quality Certified Agricultural Products by Consumer's Health-Concern and Environmental Concern
/ 외식경영연구
/ 한국외식경영학회
17(5)
: 107~132
[journal]
박소진
/ 2007
/
A Study of the Effect of Health Motivation and Environmental Concern on Choosing Organic Food
/ 소비문화연구
/ 한국소비문화학회
10(4)
: 107~126
[journal]
박순주
/ 2016
/
Effects of Perceived Health Status, Health Attitude, and Health Concern on Health Promoting Behavior in Adults
/ 한국콘텐츠학회 논문지
/ 한국콘텐츠학회
16(12)
: 192~202
[journal]
박재홍
/ 2004
/ 우수농산물 관리제도에 대한 소비자, 생산자, 유통업계의 인식에 관한 연구
/ 식품유통연구
21(4)
: 93~110
[journal]
양한빈
/ 2011
/
The Effects of Online Information Characteristics on the Online Word-of-Mouth : The Mediation Effects of Product Involvement and Trust Propensity
/ 인터넷전자상거래연구
/ 한국인터넷전자상거래학회
11(1)
: 31~53
[journal]
예종석
/ 2010
/
The Effects of Perceived Quality Factors on the Customer Loyalty: Focused on the Analysis of Difference between PB and NB
/ 유통연구
/ 한국유통학회
15(2)
: 1~34
[journal]
이상엽
/ 2011
/
A Study on the Relationship between Health Concern and Purchase Behavior of the Environmental Friendly Agricultural Products
/ 한국자치행정학보
/ 한국자치행정학회
25(1)
: 77~100
[journal]
이수형
/ 2013
/
The Effect of Extrinsic Cues on Consumer’s Evaluation and Purchase Intention of Eco-friendly Product - Focusing on Dishwashing Detergent’s Eco-mark -
/ 환경교육
/ 한국환경교육학회
26(1)
: 128~143
[journal]
이학식
/ 2010
/
The Influences of the Fit and Quality of Parent Brand on Extended Brand Evaluation: In the Context of Pioneer and Follower Brands
/ 상품학연구
/ 한국상품학회
28(5)
: 109~124
[journal]
이환의
/ 2012
/
The Structural Relationship of Perceived Value, Perceived Quality, Environmental Committment, Purchasing Attitude and Purchasing Intention of Organic Food Consumer
/ 관광학연구
/ 한국관광학회
36(3)
: 295~318
[journal]
장정윤
/ 2015
/
Influence of Bakery Selection Attributes on Choice of Bakery Store Type - Focus on Health Consciousness -
/ 호텔경영학연구
/ 한국호텔외식관광경영학회
24(1)
: 105~126
[thesis]
조은희
/ 2018
/ 못난이 과일의 판매촉진과 인식 변화를 위한 아이덴티티 디자인 연구
/ 석사
/ 국민대학교
[journal]
진양호
/ 2016
/
Analysis of Purchasing Behavior of Foodservice Customers Using the Extended Theory of Planned Behavior : Focused on Environment Friendly Agricultural Product
/ 관광연구저널
/ 한국관광연구학회
30(1)
: 151~162
[journal]
하주영
/ 2013
/
Health Perception, Health Concern, and Health Promotion Behavior of the Elders
/ 노인간호학회지
/ 한국노인간호학회
15(3)
: 277~285
[web]
한국경제
/ 2018
/ “못생겨도 괜찮아” B급의가치
/ https://www.hankyung.com/economy/article/2018100388341
[web]
한국농정신문
/ 2018
/ ‘인증 중심’ 친환경농정, 생협 생산자-소비자 관계도 왜곡
/ http://www.ikpnews.net/news/article-View.html?idxno=36138
[journal]
Aaker, D.
/ 1990
/ Consumer Evaluations Of Brand Extensions
/ Journal of Marketing
54(1)
: 27~41
[book]
Allen, J.
/ 2002
/ Festival and special event management
/ Wiley
[journal]
Aschemann-Witzel, J.
/ 2017
/ Consumer behaviour towards price-reduced suboptimal foods in the supermarket and the relation to food waste in households
/ Appetite
116
: 246~258
[journal]
Batra, R.
/ 1986
/ Affective responses mediating acceptance of advertising
/ Journal of Consumer Research
13(2)
: 234~249
[book]
Blackwell, R. D.
/ 2001
/ Consumer behavior
/ Harcourt College Publishers
[journal]
Brown, E. M.
/ 1968
/ Influence of training, method, and relationship of the halo effect
/ Journal of Applied Psychology
52(3)
: 195~199
[journal]
Chandon, P.
/ 2013
/ How package design and packaged-based marketing claims lead to overeating
/ Applied Economic Perspectives and Policy
35(1)
: 7~31
[journal]
Chandon, P.
/ 2007
/ The biasing health halos of Fast‐Food restaurant health claims : Lower calorie estimates and higher side‐dish consumption intentions
/ Journal of Consumer Research
34(3)
: 301~314
[journal]
Chen, M.
/ 2007
/ Consumer attitudes and purchase intentions in relation to organic foods in taiwan : Moderating effects of food-related personality traits
/ Food Quality and Preference
18(7)
: 1008~1021
[journal]
Chryssohoidis, G.
/ 2005
/ Organic consumers’ personal values research : Testing and validating the list of values(LOV)scale and implementing a value-based segmentation task
/ Food Quality and Preference
16(7)
: 585~599
[journal]
De Hooge, I. E.
/ 2017
/ This apple is too ugly for me! : Consumer preferences for suboptimal food products in the supermarket and at home : Consumer preferences for suboptimal food products in the supermarket and at home
/ Food Quality and Preference
56
: 80~92
[journal]
Dodds, W.
/ 1991
/ Effects of price, brand, and store information on buyers' product evaluations
/ Journal of Marketing Research
28(3)
: 307~
[journal]
Donovan, R. J.
/ 1994
/ Store atmosphere and purchasing behavior
/ Journal of Retailing
70(3)
: 283~294
[book]
Fishbein, M.
/ 1975
/ Belief. Attitude, Intention and Behavior: An Introduction to theory and research reading
/ Addison-Wesley
[journal]
Gotlieb, J. B.
/ 1994
/ Consumer satisfaction and perceived quality: Complementary or divergent constructs?
/ Journal of Applied Psychology
79(6)
: 875~885
[journal]
Grankvist, G.
/ 2001
/ The importance of beliefs and purchase criteria in the choice of eco-labeled food products
/ Journal of Environmental Psychology
21(4)
: 405~410
[journal]
Grunert, K.
/ 2004
/ Consumer perception of meat quality and implications for product development in the meat sector—a review
/ Meat Science
66(2)
: 259~272
[book]
Hawkins, D. I.
/ 1983
/ Consumer behavior:Implications for marketing strategy
/ Business Publications
[journal]
Jaeger, S. R.
/ 2018
/ Buy, eat or discard? A case study with apples to explore fruit quality perception and food waste
/ Food Quality and Preference
69
: 10~20
[book]
Kader, A. A.
/ 2002
/ Postharvest technology of horticultural crops
/ University of California, ANR Publication
[book]
Kotler, P.
/ 1984
/ Analysis, planning, and control
/ Prentice-Hall
[journal]
Lee, H.
/ 2018
/ Will an organic label always increase food consumption? It depends on food type and consumer differences in health locus of control
/ Food Quality and Preference
63
: 88~96
[thesis]
Lee, H. J.
/ 2018
/ The consumption and sales pattern of ugly apples in south korea
/ University of Kentucky
[journal]
Loebnitz, N.
/ 2018
/ The impact of abnormally shaped vegetables on consumers’ risk perception
/ Food Quality and Preference
63
: 80~87
[journal]
Loebnitz, N.
/ 2015
/ Who buys oddly shaped food and why? Impacts of food shape abnormality and organic labeling on purchase intentions
/ Psychology & Marketing
32(4)
: 408~421
[journal]
Newsom, J.
/ 2005
/ The health consciousness myth : Implications of the near independence of major health behaviors in the North American population
/ Social Science & Medicine
60(2)
: 433~437
[journal]
Olson, J. C
/ 1978
/ Inferential belief formation in the cue utilization process
/ Advances in Consumer Research
5
: 706~713
[journal]
Oliver, R.
/ 1980
/ A cognitive model of the antecedents and consequences of satisfaction decisions
/ Journal of Marketing Research
17(4)
: 460~469
[journal]
Oliver, R. L.
/ 1993
/ Cognitive, affective, and attribute bases of the satisfaction response
/ Journal of Consumer Research
20(3)
: 418~430
[journal]
Padel, S.
/ 2005
/ Exploring the gap between attitudes and behaviour
/ British Food Journal
107(8)
: 606~625
[journal]
Pappu, R.
/ 2005
/ Consumer-based brand equity : Improving the measurement-empirical evidence
/ Journal of Product & Brand Management
14(3)
: 143~154
[journal]
Richardson, P.
/ 1994
/ Extrinsic and intrinsic cue effects on perceptions of store brand quality
/ Journal of Marketing
58(4)
: 28~
[journal]
Roe, B.
/ 1999
/ The impact of health claims on consumer search and product evaluation outcomes : Results from FDA experimental data
/ Journal of Public Policy &Marketing
18(1)
: 89~105
[journal]
Rundmo, T.
/ 2002
/ Associations between affect and risk perception
/ Journal of Risk Research
5(2)
: 119~135
[journal]
Schifferstein, H. N. J.
/ 1998
/ Health-related determinants of organic food consumption in the netherlands
/ Food Quality and Preference
9(3)
: 119~133
[journal]
Scott, C. A.
/ 1981
/ Consumer behavior
/ Journal of Marketing
45(1)
: 160~162
[journal]
Van Giesen, R. I.
/ 2019
/ Too ugly, but I love its shape : Reducing food waste of suboptimal products with authenticity(and sustainability)positioning
/ Food Quality and Preference
75
: 249~259
[journal]
Verbeke, W.
/ 2009
/ Consumer appeal of nutrition and health claims in three existing product concepts
/ Appetite
52(3)
: 684~692
[journal]
Wansink, B.
/ 1996
/ Advertising strategies to increase usage frequency
/ Journal of Marketing
60(1)
: 31~46
[journal]
Westbrook, R. A.
/ 1991
/ The dimensionality of consumption emotion patterns and consumer satisfaction
/ Journal of Consumer Research
18(1)
: 84~91
[journal]
Zeithaml, V.
/ 1988
/ Consumer perceptions of price, quality, and value : A means-end model and synthesis of evidence
/ Journal of Marketing
52(3)
: 2~22