쌀로 만든 기능성 건면에 대한 고령층 구매의도 연구: 계획적 행동이론 중심으로

Abstract

According to the rapid approach in the super-aged society, silver foods have been actively developed. However, studies on consumer behavior regarding senior-friendly foods with functional ingredients are inadequate. This study elucidates the elderly’s purchase intention of dried rice noodles supplemented with functional ingredients (DRNFI) using the Theory of Planned Behavior (TPB) and the impact of the elderly’s household types on TPB. An online survey was conducted among adults aged 65 and over in South Korea. As a result, the elderly’s purchase intention was statistically significant (p<0.001) on three variables of TPB; attitudes, subjective norms, and perceived behavioral control. The elderly’s household types have no significant effect on TPB. Nevertheless, average monthly income (p<0.001), health concern (p<0.001), and intake frequency of dried noodles (p<0.05) were statistically significant on purchase intention. In conclusion, this research suggests consumers’ positive attitudes, subjective norms, and perceived behavioral control about DRNFI lead to improving purchase intention.