구매빈도와 소비가치에 따른 중국 소비자의 식물성 대체육 지속구매연구

초록

This study analyzed the impact of purchase frequency and consumption value on the purchase intention of plant-based alternative meat among Chinese consumers through a survey. The findings are as follows, First, health value, situational value, functional value, and ecological value were found to significantly influence the intention for repeat purchases, in that order. Marketing strategies focused on health improvement, functional characteristics, and environmental benefits are necessary. Second, consumers who own pets showed a higher intention for repeat purchases of plant-based alternative meat. Therefore, developing targeted marketing strategies that emphasize the benefits of animal welfare is effective. Third, repeat buyers tend to place greater importance on ecological value. Marketing that actively highlights the environmental contributions of plant-based alternative meat is essential.

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