Journal of Nutrition and Health

The Korean Nutrition Society (한국영양학회)
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Meal kit purchasing behavior and relationship with the nutrition quotient of young adults in Chungnam

충남 일부지역 젊은 성인의 밀키트 구매행태 및 영양지수와의 관련성

  • Lee, Eun-Young (Major in Nutrition Education, Graduate School of Education, Kongju National University) ;
  • Kim, Yu-Mi (Department of Food and Nutrition, Kongju National University) ;
  • Choi, Mi-Kyeong (Department of Food and Nutrition, Kongju National University)
  • Received : 2021.09.02
  • Accepted : 2021.10.18
  • Published : 2021.10.31
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Abstract

Purpose: This study aimed at understanding meal kit purchasing behavior and investigating its relationship with the Nutrition Quotient (NQ) of young adults. Methods: We conducted a survey on adults in their 20s and 30s covering their meal kit purchase experience, satisfaction, recognition, and purchase intention, and examined the relationship between the meal kit purchase and their NQ from February to March 2021. Results: Among the 404 subjects, 37.9% of males and 48.0% of females had experience in purchasing a meal kit (p < 0.001). The highest response indicated that the purchase cost of meal kits was 10,000-20,000 Won at a time, and the frequency of purchase was less than once a month. The convenience of cooking was the main reason for the purchase of meal kits, which were consumed mainly in the evening with family. The satisfaction with the purchase experience of a meal kit was rated 3.6 points for males and 3.7 points for females out of 5 points, and the satisfaction experienced by women was significantly higher than men in terms of freshness of ingredients, packaging design, and adequacy of the quantity of content (p < 0.05). Recognition of the meal kit was rated 3.5 points for males and 3.7 points for females out of 5 points. The purchase intention of the meal kit was rated 3.8 points for those with prior purchase experience, 3.2 points for the non-experienced, 3.3 points for males, and 3.6 points for females out of 5 points each (p < 0.001). The NQ score of dietary behavior in females with experience of meal kit purchases was significantly higher than non-experience (p < 0.05). Conclusions: The dietary behavior of female showed a significant difference by the meal kit purchase experience. It is necessary to understand the consumers' meal kit purchasing behavior to enable the development of various health-oriented meal kit products.

밀키트 수요와 시장이 크게 확대되고 있는 시점에서 소비자의 밀키트 구매의도를 파악하고 식품 산업 및 소비자의 올바른 제품 선택을 위한 과학적인 근거자료를 마련하기 위하여 충남 일부지역의 젊은 성인을 대상으로 2021년 2월부터 3월까지 밀키트 구매 경험과 만족도, 인식도, 구매 의도를 분석하고 밀키트 구매 경험과 영양지수와의 관련성을 살펴보았다. 조사대상자 404명 중 남자는 153명 (37.9%)이었으며, 20-24세 181명 (44.8%), 25-29세 109명 (27.0%), 30-39세 114명 (28.2%)이었고, 밀키트 구매 경험이 있는 대상자는 194명 (48.0%)이었다. 밀키트 구매 경험은 남자보다 여자에서 유의하게 높았다 (p < 0.001). 밀키트 구매 금액은 1회 10,000-20,000원 미만이라는 응답이 가장 높았으며, 1달에 1회 미만과 식사용으로 구매하는 비율이 높았다. 밀키트 구매 장소는 대형할인마트가 가장 높았고, 조리의 편리성이 밀키트 섭취의 주된 이유로 나타났으며, 저녁에, 가족과 함께 섭취하는 비율이 높았다. 밀키트의 구매 경험자의 만족도는 5점 만점에 남녀 각각 3.6점, 3.7점이었으며, 재료의 신선함, 포장디자인, 적당한 양에서 여자의 만족도가 남자보다 유의하게 높았다 (p < 0.05). 밀키트 구매 경험자의 밀키트에 대한 인식도는 5점 만점에 남녀 각각 3.5점, 3.7점이었다. 밀키트 구매 의도는 5점 만점에 구매 경험자와 비경험자가 각각 3.8점과 3.2점이었으며 (p < 0.001), 남녀 각각 3.3점, 3.6점이었다 (p < 0.001). 성인 영양지수는 여자의 경우 식행동 항목에서 밀키트 구매 경험자 (45.7점)가 비경험자 (40.7점)보다 유의하게 높았다 (p < 0.05). 본 연구는 대상자의 수가 적고, 성별과 연령 분포가 고르지 못한 제한점을 가지고 있음에도 불구하고 새로운 HMR 유형의 밀키트의 구매행태를 살펴보고 밀키트 구매 경험이 여성의 식행동 영양지수와 유의미한 관련성이 있음을 제시함으로써 앞으로 소비자의 밀키트 구매 행태를 적극적으로 반영하여 궁극적으로 건강지향적인 밀키트 제품을 개발하는데 기여할 수 있을 것으로 기대한다.

Keywords

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