식품소비가치가 로컬푸드와 친환경식품에 대한 태도와 구매의도에 미치는 영향

As consumers’ interest in local and organic food increases, more and more research has been conducted on this topic in various fields in domestic academia. Although local food and organic food have different concepts, many researchers use the terms interchangeably. However, as they have different concepts, consumers may have different food consumption values, so to speak, different value elements influencing their attitudes to local food and organic food. Accordingly, the purpose of this study was to verify causal relationships between food consumption values and attitudes to local food and organic food. this was achieved through empirical analysis by inducing new expanded model adding ethical consumption and food safety caution as new food consumption value variables. Ethical consumptio and food safety caution have not been previously studied in spite of their importance to collectivism and ecology which have been commonly used in previous studies as food consumption value variables. For the empirical analysis of the study, 266 consumers in Seoul and Gyunggi area who have heard of local food and organic food and who have purchased those foods were sampled as subjects of the study. A survey was performed on the subjects and collected materials were analyzed for reliability and validity and then four hypotheses were verified. Study results showed that collectivism, ecology, ethical consumption and food safety caution had significant positive effects on attitude to local food and organic food. Additionally, when they had positive attitude to local food and organic food, they had significantly positive purchase intention. This study presented theoretical implications and practical implications in that it expanded theoretical model by inducing new elements as food consumption value factors on local food and organic food.