Seoyoung Park; Dongmin Lee; Jaeseok Jeong; Junghoon Moon

doi:10.5720/kjcn.2019.24.4.300

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Research Article
The Effect of Consumers' Factors of Food Choices on Replacing Soft Drinks with Carbonated Water: Seoyoung Park, Dongmin Lee, Jaeseok Jeong, Junghoon Moon; Korean Journal of Community Nutrition 2019;24(4):300-308.
DOI: https://doi.org/10.5720/kjcn.2019.24.4.300
Published online: August 31, 2019

¹Department of Agricultural Economics and Rural Development, Seoul National University, Korea, Graduate Student.

²Research Institute of Agriculture and Life Sciences, Korea, Research Engineer.

³Graduate School of Pan-Pacific International Studies, Kyung Hee University, Korea, Professor.

⁴Department of Agricultural Economics and Rural Development, Seoul National University, Korea, Professor.

Corresponding author: Junghoon Moon. Department of Agricultural Economics and Rural Development, Seoul National University, 1 Gwanakro, Gwanakgu, Seoul, Korea. Tel: (02) 880-4722, Fax: (02) 873-5080, moonj@snu.ac.kr

• Received: June 11, 2019 • Revised: August 3, 2019 • Accepted: August 3, 2019

This is an Open-Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0/) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.

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Abstract
Acknowledgments
Acknowledgments
REFERENCES

Abstract

Objectives
This research was conducted to identify the consumers' food choice factors that affect the consumers' replacement of soft drinks with carbonated water.
Methods
The present study used secondary data from a consumer panel survey conducted by the Rural Development Administration of Korea, and the data included the panel members' purchase records based on their monthly spending receipts. The survey asked the participants about their food choice factors and their personal responsibility for their health. This survey included independent variables for the consumers' food purchase factors. As a dependent variable, two types of groups were defined. The replacement group included those people who increased their purchase of carbonated water and decreased their purchase of soft drinks. The non-replacement group included those people who did not change their purchase patterns or they increased their purchase of soft drinks and they decreased their purchase of carbonated water. Logistic regression analysis was conducted to determine the consumers' food choice factors that were associated with replacing soft drinks with carbonated water.
Results
The replacement group was significantly associated with (1) a younger age (OR=0.953), (2) being a housewife (OR=2.03), (3) higher income (OR=1.001) and (4) less concern about price (OR=0.819) when purchasing food. This group also showed (5) higher enjoyment (OR=1.328) when choosing food and (6) they took greater responsibly for their personal health (OR=1.233).
Conclusions
This research is the first study to mainly focus on soft drinks and carbonated water. The result of this research showed that young, health-conscious consumers with a higher income and who are more interested in food have more possibilities to replace soft drinks with carbonated water. These research findings may be applied to consumers who have characteristics that are similar to the young health-conscious consumers and the results can help to suggest ways to reduce sugar intake and improve public health. However, this research has a limitation due to the application of secondary data. Therefore, a future study is needed to develop detailed survey questions about food choice factors and to extend these factors to all beverages, including soft drinks made with sugar substitutes, so as to reflect the growth of alternative industries that use artificial sweeteners or different types of sugar to make commercially available drinks.
Keywords: carbonated water; soft drinks; consumer behavior; replacement; food choice factor

Acknowledgments

This work was carried out with the Support of “Cooperative Research Program for Agriculture Science and Technology Development (Project No. PJ01139001)” Rural Development Administration, Republic of Korea.

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Fig. 1

Annual sales of total soft drinks in Korea (Unit: KRW 100 million) [37]

Fig. 2

Annual sales of carbonated water in Korea (Unit: KRW 100 million) [26]

Table 1

General characteristics of subjects stratified according to replacement status

n, number; SD, standard deviation

Values are presented in mean ± SD or n (%)

1) Who increased purchase of carbonated water and decreased purchase of soft drink.

2) Who did not change a purchase pattern or who increased purchase of soft drink and decreased carbonated water.

3) Number of family member

4) Average monthly household income (Unit: KRW 10 thousand)

Table 2

Descriptive statistics of survey variables

Table 3

Loading of survey items

Table 4

Correlation among constructs

1) The diagonal elements are squared roots of AVEs

Table 5

Logit estimates for substitute of carbonated water

1) ^*: p<0.05, ^**: p<0.01

2) Nagelkerke R²=0.115, Hosmer-Lemeshow test p-value: 0.628

Figure & Data

REFERENCES

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The Effect of Consumers' Factors of Food Choices on Replacing Soft Drinks with Carbonated Water

Korean J Community Nutr. 2019;24(4):300-308. Published online August 31, 2019

DOI: https://doi.org/10.5720/kjcn.2019.24.4.300

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The Effect of Consumers' Factors of Food Choices on Replacing Soft Drinks with Carbonated Water

Fig. 1 Annual sales of total soft drinks in Korea (Unit: KRW 100 million) [37]

Fig. 2 Annual sales of carbonated water in Korea (Unit: KRW 100 million) [26]

Fig. 1

Fig. 2

The Effect of Consumers' Factors of Food Choices on Replacing Soft Drinks with Carbonated Water

Table 1

General characteristics of subjects stratified according to replacement status

n, number; SD, standard deviation

Values are presented in mean ± SD or n (%)

1) Who increased purchase of carbonated water and decreased purchase of soft drink.

2) Who did not change a purchase pattern or who increased purchase of soft drink and decreased carbonated water.

3) Number of family member

4) Average monthly household income (Unit: KRW 10 thousand)

Table 2

Descriptive statistics of survey variables

Table 3

Loading of survey items

Table 4

Correlation among constructs

1) The diagonal elements are squared roots of AVEs

Table 5

Logit estimates for substitute of carbonated water

1) ^*: p<0.05, ^**: p<0.01

2) Nagelkerke R²=0.115, Hosmer-Lemeshow test p-value: 0.628

Table 1 General characteristics of subjects stratified according to replacement status

n, number; SD, standard deviation

Values are presented in mean ± SD or n (%)

1) Who increased purchase of carbonated water and decreased purchase of soft drink.

2) Who did not change a purchase pattern or who increased purchase of soft drink and decreased carbonated water.

3) Number of family member

4) Average monthly household income (Unit: KRW 10 thousand)

Table 2 Descriptive statistics of survey variables

Table 3 Loading of survey items

Table 4 Correlation among constructs

1) The diagonal elements are squared roots of AVEs

Table 5 Logit estimates for substitute of carbonated water

1) ^*: p<0.05, ^**: p<0.01

2) Nagelkerke R²=0.115, Hosmer-Lemeshow test p-value: 0.628