초록/요약

The number of vegans has increased rapidly due to religious and ethical beliefs, environmental concerns, health, etc. Also,as interest in healthy and safe food increases, the demand for organic products or nutrition-enhanced products is increasing. Therefore, this study aimed to investigate the selection attributes and purchasing behavior for protein-fortified and vegansnacks. It is anticipated that the results would find use as basic data for developing protein-fortified snacks for vegans thatcan meet consumer needs and derive marketing strategies. A survey was conducted on 140 consumers. According to theanalysis of their purchase behavior, the number of people who had purchased high-protein snacks and vegan snacks washigher than those who did not have prior experience. The reasons for the purchase of protein fortified snacks included ‘mealreplacement’ at ‘offline-convenient store/supermarket’. Vegan snacks were purchased for ‘ethical beliefs, health,environment’ at ‘offline-vegan restaurant, bakery’. Both snacks showed above-normal preferences. However, it is necessaryto improve taste and flavor when developing these products as these were the factors that negatively impacted thepreferences. The attributes were factorized into the ‘showing off factor’, ‘sensory factor’, ‘credence factor’, and ‘functionalfactor’ and the ‘sensory factor’ was considered the most important.