친환경 식품의 소비가치에 따른 휴리스틱 선택 행동의 탐색적 연구

The purpose of this study was to investigate the heuristic selection behavior according to the consumption value of eco-friendly food by in-depth interview method. In this study, one-on-one interview method was applied to fifteen participants including general housewives, eco-friendly food members, and food related experts. The results of this study are as follows. First, the consumption value type related to eco-friendly food selection behavior is decomposed as follows. Consumption value of eco-friendly food was influenced by functional value, personal value, social value, environmental value and epistemic value. Second, members of eco-friendly foods and expert interviewers of food were found to have high personal value, social value and environmental value, and general housewife interviewees were found to have higher personal value and exploratory value to acquire information and knowledge of environment-friendly foods. Third, the heuristic selection behaviors showed that the choice of general housewife interviewees was more intuitive and irrational than selecting information or knowledge. In addition, eco-friendly food members and food-related expert interviewees were found to make rational choices of eco-friendly foods, by acquiring knowledge and information on eco-friendliness. Although it is reasonable to make choices based on consumers' consumption values of eco-friendly foods, it has been shown that they use irrational selection behaviors by using various heuristic strategies according to the values they pursue. In addition, the choice of buying or not buying according to food attributes, prices, and individual psychological changes showed that general housewife interviewees performed more irrational choices.