병 유무에 따른 소비자 식품 구매행태 - 친환경 및 기능성 식품 중심으로 -

Abstract

In recent years, economic growth has been slowed and consumer sentiment has been depressed. However, the demand for eco-friendly foods and functional foods is on the rise. This study aims to empirically analyze the factors influencing household’s purchasing behavior of these food by using ordered probit model. We used dataset of the main food shoppers from The Consumer Behavior Survey for Food 2015, surveyed by Korea Rural Economic Institute. Households are grouped according to the presence or absence of disease in the household’s member(s) for the purpose of comparison. We focused on the effect of price sensitivity and the estimation results show that as food expenditure increases the group with disease present in the household members is less likely to purchase functional foods whereas the group without disease in the household members is more likely to purchase functional foods and eco-friendly foods. Subjective food-basket price level is positively related with the purchase of eco-friendly foods in the group without disease present and is not related with the purchase of functional foods.