뉴시니어 소비자의 로하스(LOHAS) 성향이 친환경 식자재 태도 및 구매에 미치는 영향 연구

Abstract

The purpose of this study is to analyze the LOHAS tendency of new seniors’ and its effects on the attitude and purchaseintention for environmental-friendly food materials. Data were collected through a questionnaire survey from random sampleof 162 senior customers in Seoul and Kyunggi area. The LOHAS tendency of new seniors can be divided into three factors;environmental-friendly, sustainability and sociality. Environmental problems affected the environmental-friendly factor themost while manufacturing techniques for sustainable products and recycling habits were key variables for the sustainabilityfactor. The idea of companies sharing their value system of LOHAS tendency was the most significant for the socialityfactor. Each of these LOHAS tendency factors influenced the purchase intention of the new seniors.