식품 소비성향이 HMR 및 식생활 만족에 미치는 영향과 세대의 조절효과 : 2030 세대와 60+ 세대를 중심으로

The HMR(Home Meal Replacement) market is growing rapidly due to the changes in consumer lifestyle and the impact of the pandemic. Focusing on the 2030s and 60 plus seniors, who are emerging as the main consumer groups in the HMR market, this study investigated the effect of food consumption propensity on HMR and food life satisfaction and the moderating effect of generation. Based on previous studies, convenience and value seeking propensities and product safety perception were set as determinants, and the hypotheses were tested using data of the respondents who had HMR purchase experiences from the 「2021 Food Consumption Behavior Survey」. It was found that convenience seeking propensity and product safety perception have significant and positive effects on HMR satisfaction, which impacts food life satisfaction. And it was found that the effect of convenience seeking propensity on HMR satisfaction is significantly greater in the 2030 group, and the effect of product safety perception is significantly greater in the senior group. This study confirmed the need for generational comparison in the HMR market research and provided practical implications to derive customized strategies.