초록/요약

This study examined the factors influencing the purchase intention of meat substitutes. A survey was conducted on 589consumers in Korea (297 people) and China (292 people). The perception of meat substitute foods was lower in Koreanconsumers than in Chinese consumers, but there was no significant difference. The purchase intention of meat substitutefoods was lower in Korean consumers than in Chinese consumers (p<0.01). Korean consumers’ perception of meatsubstitute foods was higher in males than in females (p<0.01). The purchase intention of meat substitute foods also showedthe same trend (p<0.001). Chinese consumers’ perception of meat substitute foods was higher in males than in females. The overall purchase intention of meat substitute foods was significantly higher in males than in females (p<0.05). Theperception of meat substitute foods by Korean consumers’ was higher in their 40s and 50s than in their 20s and 30s. Thepurchase intention of meat substitute foods was also high in their 40s and 50s (p<0.01). On the other hand, the perceptionof meat substitute foods by Chinese consumers’ was higher in their 20s and 30s than in their 40s and 50s (p<0.01). Thepurchase intention of meat substitute foods also showed the same trend (p<0.01). Korean consumers’ perception of meatsubstitute foods had a significant positive effect on the purchase intention of meat substitutes (p<0.001). Chineseconsumers’ perception of meat substitute foods also had a significant positive effect on the purchase intention of meatsubstitute foods (p<0.001). Overall, food technology neophobia has a significant negative effect on the purchase intentionof meat substitutes (p<0.05).