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College Student Consumers’ Safety Pursuit Behavior at the Purchase of Ready-to-eat Food

  • Crisisonomy
  • Abbr : KRCEM
  • 2013, 9(4), pp.59-82
  • Publisher : Crisis and Emergency Management: Theory and Praxis
  • Research Area : Social Science > Public Policy > Public Policy in general

Ryu, MiHyun 1

1건국대학교

Accredited

ABSTRACT

To meet the needs of consumers seeking simplicity and ease, a variety of ready-to-eat food circulate and consumers' consumption is also increasing in the meantime. However, safety is becoming more important since ready-to-eat food without further heat treatment process. Therefore, this study focused on understanding college students', who consuming more ready-to-eat foods, safety seeking behavior when they purchasing. This study aims to figure out college student consumers’ safety pursuit behavior at the purchase of ready-to-eat food. First of all, the article examines college student consumers’ safety-related characteristics and degree of safety pursuit behavior regarding ready-to-eat food in detail and suggests how to enhance it by figuring out safety pursuit behavior areas showing low practice by college student consumers. Also, after figuring out variables affecting their safety pursuit behavior, this study intends to use it as foundational data for consumer education needed to induce their ready-to-eat food safety pursuit behavior for each area. Major research findings were as follows: First, their safety pursuit behavior at the purchase of ready-to-eat food showed an average level, but the level of label-checking behavior was rather lower than that of food freshness and hygiene-checking behavior. Seen from the items separately, expiration date-checking behavior was the highest level, however, place of origin label-checking behavior and so on indicated the lowest level of all. Second, regarding the variables affecting their safety pursuit behavior at the purchase of ready-to-eat food, the importance of ready-to-eat food safety exerted the greatest effect, and the next were search for food safety information, food safety knowledge, and ready-to-eat food safety-related perceived risk in order. In other words, they showed more positive safety pursuit behavior when they perceived the importance of ready-to-eat food safety more, searched for food safety information more actively, showed higher recognition on ready-to-eat food safety-related risks, and had more food safety knowledge. According to the results, we need the consumer education which ensure college student consumers to check food labels when they purchase ready-to-eat food, also to increase awareness about the importance of food safety. In order to provide food safety and injury information to consumers actively, political countermeasures should be needed through expanding agencies and public relations for the center.

Citation status

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