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A Study on Adolescent Consumers‘ Label Checking Behavior and Repurchase Intention of Processed Food

  • Crisisonomy
  • Abbr : KRCEM
  • 2014, 10(11), pp.345-368
  • Publisher : Crisis and Emergency Management: Theory and Praxis
  • Research Area : Social Science > Public Policy > Public Policy in general

Ryu, MiHyun 1

1건국대학교

Accredited

ABSTRACT

Recently, the proportion of processed food in consumers’ food expense is significantly increased as well as in food purchase. Accordingly, relevant consumption issues and concerns are also rising. This study examines the characteristics of processed food and the behavior of checking the labels of processed food as well as the relationship between these factors and repurchase intention, targeting adolescent consumers who mainly consume processed food as snack. The major analysis results are summarized as follows. First, the behavior of checking the labels of production and expiration dates was shown as high. On the other hand, the behavior of checking the ingredient label, nutrition label, and food additive label was relatively shown as low. Second, the level of adolescent consumers’ repurchase intention of processed food slightly exceeded the average. The possibility to repurchase processed food in the future was relatively high but intention to purchase processed food if possible was relatively low. Third, the study examined the total causal effects of factors that affected repurchase intention of processed food, and found that the intake of processed food showed the largest total causal effect followed by the behavior of checking the labels of processed food, subjective knowledge, objective knowledge, purchase attitude regarding safety and corporate trust. Especially in the case of large intake of processed food, adolescent consumers rather did not check the labels and their repurchase intention was high. This implies that adolescent consumers habitually repeat the purchase of processed food. It is not advisable that repurchase intention is habitually high because consumers are familiar and comfortable with processed food. Therefore, consumer education on this matter should be conducted for consumption behavior that considers food safety.

Citation status

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