ScholarWorks@숙명여자대학교

초록

This study analyzed the consumption behavior of K-Food among MZ generation consumers in the United States by applying the Food-Related Lifestyle (FRL) framework. Based on data collected from 611 respondents, five key food-related value factors—health, price/quality, novelty, taste, and convenience—were identified. A K-means cluster analysis classified the respondents into three groups: Trend-Responsive, Practical Value-Seeking, and Cultural Acceptance. Differences across clusters were also observed in motivations for first trial and exposure channels. The Trend-Responsive group scored high on taste, novelty, and convenience, showing sensitivity to immediate enjoyment and digital trends. The Practical Value-Seeking group emphasized health and price considerations and valued both online and offline experiences through social media and direct encounters. The Cultural Acceptance group was primarily driven by cultural curiosity and showed the highest proportion of vegetarian and vegan consumers, indicating distinctive value-oriented dietary characteristics. These findings demonstrate that K-Food consumption is shaped by heterogeneous motivations and experience pathways across clusters, suggesting that FRL-based segmentation provides a useful framework for understanding K-Food diffusion strategies. Academically, this study expands the scope of K-Food research by applying the FRL model to a global context, while practically, it highlights the need for differentiated marketing strategies and enhanced global promotion through digital platforms.

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