Rha Jong-Youn, Lee Bohan, Nam Youngwon, Yoon Jihyun
Department of Consumer Science, Seoul National University, Seoul 08826, Korea.
Research Institute of Human Ecology, Seoul National University, Seoul 08826, Korea.
Nutr Res Pract. 2021 Dec;15(Suppl 1):S94-S109. doi: 10.4162/nrp.2021.15.S1.S94. Epub 2021 Sep 23.
BACKGROUND/OBJECTIVES: The coronavirus disease 2019 (COVID-19) outbreak has dramatically changed nearly every aspect of our lives. Although Dietary lifestyle includes attitudes and behaviors to meet their most basic needs, but few studies have examined the pattern of changes in dietary lifestyle driven by COVID-19. This study explores changes in dietary attitudes and behaviors among Korean consumers after COVID-19.
SUBJECTS/METHODS: An online survey was conducted with 549 Korean adults aged 20 and older to identify general demographics and changes in dietary attitudes and behaviors. Data were collected from Oct 12 to Oct 18, 2020. Frequency, percentage, and mean values were calculated and a K-means cluster analysis was performed to categorize consumers based on the 5S of dietary attitudes (i.e., savor-oriented, safety-oriented, sustainability-oriented, saving-oriented, and socializing-oriented).
Findings indicate consumers considered safety, health, and freshness to be most important when choosing groceries and prepared meal such as home meal replacement and delivery food. Among the types of services, a large proportion of consumers increased their delivery and take-out services. Regarding retail channels, the increase in the use of online retailers was remarkable compared to offline retailers. Finally, consumers were classified into four segments based on changes in dietary attitudes: "most influenced," "seeking safety and sustainability," "abstaining from savor and socializing," and "least influenced." Each type of consumer exhibited statistically significant differences by sex, age, household composition, presence of disease, and perceived risk of COVID-19.
This exploratory study provides initial insights for future research by identifying various aspects of dietary attitudes and behaviors among Korean consumers after COVID-19.
背景/目的：2019年冠状病毒病（COVID-19）疫情极大地改变了我们生活的几乎方方面面。尽管饮食生活方式包括满足最基本需求的态度和行为，但很少有研究探讨由COVID-19驱动的饮食生活方式的变化模式。本研究探讨了COVID-19疫情后韩国消费者饮食态度和行为的变化。
对象/方法：对549名20岁及以上的韩国成年人进行了一项在线调查，以确定一般人口统计学特征以及饮食态度和行为的变化。数据收集于2020年10月12日至10月18日。计算了频率、百分比和平均值，并进行了K均值聚类分析，以根据饮食态度的5S（即注重品味、注重安全、注重可持续性、注重节约和注重社交）对消费者进行分类。
研究结果表明，消费者在选择食品杂货和预制餐（如家庭代餐和外卖食品）时，认为安全、健康和新鲜最为重要。在各类服务中，很大一部分消费者增加了外卖和外送服务的使用。在零售渠道方面，与线下零售商相比，在线零售商的使用增长显著。最后，根据饮食态度的变化，消费者被分为四类：“受影响最大”、“寻求安全和可持续性”、“放弃品味和社交”以及“受影响最小”。每种类型的消费者在性别、年龄、家庭构成、疾病状况以及对COVID-19的感知风险方面均表现出统计学上的显著差异。
这项探索性研究通过识别COVID-19疫情后韩国消费者饮食态度和行为的各个方面，为未来研究提供了初步见解。
