대체육 구매의도의 영향요인에 관한 탐색적 연구: 축산업에 대한 부정적 인식을 중심으로

This study identifies consumer behavior regarding alternative meat purchases in the context of climate change and the livestock industry. It examines the factors influencing consumers' intentions to purchase alternative meat by exploring the structural relationships between climate change perception, negative perception of the livestock industry, willingness to reduce meat consumption, perceived benefits of alternative meat, and the actual purchase of alternative meat. Additionally, it proposes future directions for developing a more sustainable livestock industry. An online survey was conducted with 1,602 adult participants nationwide. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the survey data, and Importance-Performance Matrix Analysis (IPMA) was employed to identify the key drivers of alternative meat purchase intention. The key findings are as follows: First, consumers' perception and severity of climate change significantly and positively influence their negative perception of the livestock industry. Second, this negative perception of the livestock industry significantly and positively influences their willingness to reduce meat consumption and their perceived benefits of alternative meat. Third, all three factors (negative perception of the livestock industry, willingness to reduce meat consumption, perceived benefits of alternative meat) significantly and positively influence consumers' intention to purchase alternative meat. Based on IPMA, these three factors were identified as the most influential in driving the intention to purchase alternative meat. The study highlights the importance of addressing negative perceptions about the livestock industry and underscores the need for continuous efforts towards more environmentally friendly practices within the industry. It is expected that this study provides valuable insights for the livestock industry regarding consumers' intentions to purchase alternative meat.