Analysis of Food Consumption Behavior of Single-person Households in Consideration of Safety Preference
2022
Kim, J.H. | Lim, S.S.
With the recent rapid increase in single-person households, food companies are releasing small packaging and small-capacity products regardless of product line such as beverages, fresh foods, and home snacks, and food consumption patterns are also changing. Meanwhile, as a series of accidents related to food safety occurred during cost-effective consumption pursuing price-performance, more consumers wanted to choose products that have been proven safe even with higher money due to food safety anxiety. Considering the concept of 'safety' of food, this study by using the 'ordered probit model' empirically investigated whether there is a difference in the degree of preference for safety in food consumption behavior between single-person and multi-person households. Summarizing the results, it was found that women rather than men, and elderly households among young and single-person households had a higher demand for food safety. The results of marginal effects considering food safety variables show that respondents with low frequency of delivery and take-out use are considering food safety more, and that single-person households are considering safety more than multi-person households. In the future, the population structure of Korea will continue to increase in single-person and elderly households, and women's economic activities will also continue to increase. Therefore, the growing home convenience food market needs marketing strategies to secure and emphasize food safety, such as sterilizing treatment technology for hygiene and safe container development from environmental hormones, and needs a lot of support and attention to meet changes in food culture trends and demographic structure.
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