Heterogeneity in purchasing behavior for eco-friendly labeled food between households with and without children
2021
Kang, M.S. | Nam, K.S. | Ahn, B.I.
While most previous studies have mainly regarded data on consumers’ buying cycle as ordinal ones, we assumed that it captures the number of times that consumers making purchases within a given period of time. In this respect, we used count data models to investigate the differences in factors influencing purchase frequency for eco-friendly labeled food between households with and without children. Main findings of the study are as follows. First, we found that the households with young children purchase eco-friendly labeled food more frequently within a given period of time. Second, we found the differences in purchasing behavior between two groups in terms of three perspectives: (1) loyalty, (2) consumption tendency (cost effectiveness versus satisfaction inclination), and (3) major purchasing items. Based on the results, we presented marketing strategies tailored to each group to expand the demand for eco-friendly food.
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