인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 저자정보
피인용 0
초록·키워드
As local food consumption in Korea expands beyond direct-sales stores to dining out, restaurants using local ingredients are emerging as a source of differentiation and a policy focus. However, little is known about which attributes customers perceive in such restaurants and whether they lead to a price premium. Drawing on the theory of consumption values and the means–end model, this study examined how three selection attributes of restaurants using local food—environment/sustainability, safety/reliability, and freshness/quality—affect social value and willingness to pay a premium, and how social value affects willingness to pay a premium. An online survey of adults who had dined at such a restaurant within the past year yielded 291 valid responses, which were analyzed using confirmatory factor analysis and structural equation modeling. All three attributes positively affected social value, with safety/reliability exerting the strongest effect (t=5.002, p<.001), followed by freshness/quality (t=3.558, p<.001) and environment/sustainability (t=3.233, p<.01). Safety/reliability (t=5.743, p<.001) and freshness/quality (t=2.967, p<.01) also positively affected willingness to pay a premium, whereas environment/sustainability did not. Social value positively affected willingness to pay a premium (t=5.795, p<.001), representing the strongest path in the model. These findings extend the theory of consumption values to restaurants using local food and show that attributes customers consider important may differ from those that command a price premium. A price premium rests on verifiable trust in the origin and safety of ingredients and on the social meaning customers find in their consumption, whereas environmental benefits alone do not justify higher prices. The results offer practical implications for marketing restaurants using local food and for policies linking local food with the foodservice sector.
본문·목차
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