Korean Journal of Community Nutrition

Research Article

[Korean]
Effect of Type of Nutrition Labeling on the Healthfulness Evaluation and Purchase Intentions of Home Meal Replacements (HMR) in South Korea: Mee-Young Joe; Korean J Community Nutr 2022;27(5):387-396. Published online October 31, 2022; DOI: https://doi.org/10.5720/kjcn.2022.27.5.387

Objectives
The purpose of this study was to examine the effects of the types of nutrition labeling on the processing fluency, health evaluation and purchase intentions of home meal replacements.
Methods
This online experimental study was conducted from December 29 to 31, 2019 and included 134 participants. The research design was 2 (Objective nutrition labeling: present vs. absent) X 2 (Evaluative nutrition labeling: present vs. absent) and each participant was randomly assigned to one of four groups. As stimuli, five types of ready-to-heat foods sold in the market were used.
Results
Processing fluency (4.91 points) and purchase intention (4.13 points) were significantly high when both evaluative nutrition labeling and objective nutrition labeling were presented, and healthfulness evaluation (4.47 points) was significantly high when only evaluative nutrition labeling was presented. All three variables were measured to be high when evaluative nutrition labeling was presented. The evaluative nutrition labeling that visually represented nutritional values was found to be more effective for processing fluency, healthfulness evaluation, and purchase intention than the objective nutrition labeling representing the nutritional value of the product in numbers and proportions.
Conclusions
These results show that it is necessary to develop various types of evaluative nutrition labeling to enable consumers to choose and purchase healthful home meal replacements. Also, consumer education and public campaigns are needed to encourage consumers to select healthier home-cooked meals using nutrition labeling.

Citations

Citations to this article as recorded by

Analysis of Dietary Behavior and Sustainable Dietary Life Competency in Families According to Parents’ Dietary Lifestyle: Using the 2021 Korea Consumer Behavior Survey for Food
Sun A Choi, Jeong Ok Rho
Journal of the Korean Society of Food Science and Nutrition.2023; 52(11): 1179. CrossRef
Study on the consumption practices and Importance-Satisfaction Analysis of meal-kit selection attributes among adults in their 20s and 30s
Se-Eun Kim, Hyun-Joo Bae
Journal of Nutrition and Health.2023; 56(3): 315. CrossRef

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Original Article

[English]
The Structural Correlation between Consumer's Attitudes and Intention of Repurchase of Home Meal Replacement (HMR) according to the Product Categories: Lana Chung, Hae Young Lee, Il sun Yang; Korean J Community Nutr 2007;12(3):344-351. Published online June 30, 2007

Abstract PDF: The purposes of this study were to analyze the consumer inclination to convenience towards HMR in order to verify the structural correlation of the actual state of consumption, and to analyze consequently, the direct or indirect effects among 'frequency of using,' 'preference', 'satisfaction', and 'intention to repurchase'. The subjects were adults in their twenties or older who had used HMRs and lived in Seoul and Gyeonggi Province in Korea. Random sampling of 550 subjects, who were distributed a questionnaire from March 12 to 30, 2005. A total of 451 questionnaires were returned (the return rates were 82%). The main results of this study were as follows : Regarding the types of HMR, 'Ready to eat' had higher preference (3.31), satisfaction (3.33) and 'intention to purchase it again' (3.38) than those of 'Ready to heat' and 'Ready to end-cook.' Consumer inclination to convenience towards HMR was analyzed in order to verify the structural correlation of the actual state of consumption, and consequently, the direct or indirect effects among 'frequency of using,' 'preference', 'satisfaction', and 'intention to repurchase' were analyzed. The gross effect of 'frequency of using' on 'intention to repurchase' was 0.435, the gross effect of preference on 'intention to purchase it again' was 0.659, and the gross effect of satisfaction on 'intention to purchase it again' was 0.772 for 'Ready to eat.' The gross effect of 'frequency of using' on 'intention to repurchase' was 0.448, the gross effect of preference on 'intention to repurchase' was 0.556, and the gross effect of satisfaction on 'intention to repurchase' was 0.654 for 'Ready to heat.' The gross effect of 'frequency of using' on 'intention to repurchase' was 0.432, the gross effect of preference on 'intention to repurchase' was 0.494, and the gross effect of satisfaction on 'intention to repurchase' was 0.608 for 'Ready to end-cook.' To summerize the above results, there was a difference of the structural correlation among component concepts of the actual state of consuming according to the criteria of HMR. Thus, it implied that differentiated sales strategies were needed according to the criteria of HMR.

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