동물복지인증식품구매에 대한 고객의 기대가치와 태도 및 구매의도에 관한 연구: VAB모델을 기반으로

Given the increased consumption of animal welfare certified food, it is necessary to better understand what values can lead more consumers to have positive attitudes and purchase intention. This study was designed to identify important determinants of consumer attitudes and intentions to purchase animal welfare certified food products. Particularly, three dimensions of consumer expected value (essential, social and emotional value) were tested in association with consumer attitudes towards animal welfare authentication food. In addition, consumer price sensitivity and its role as a moderator on the relationships between consumer expected value and their attitudes regarding animal welfare certified food. Results found that essential value and emotional value had a significantly positive effect on consumer attitudes towards animal welfare certified food, while social value showed no such effect. Further it was found that the higher the consumer's positive attitude toward animal welfare certified food, the higer the purchase intention. Also, this study found that the positive effect of essential value on consumer attitudes was significantly affected by levels of price sensitivity. More specifically, a positive effect of essential value on consumer attitudes was found to be stronger in the low price sensitivity group than in the high price sensitivity group. Our findings indicate that developing effective production processes and marketing strategies is critical to improve essential and emotional values of animal welfare certified food.