간편조리식품 조리행동의도 연구: 규범활성화이론을 중심으로: 간편조리식품은 책임감, 개인규범을 완화하는 해결책인가?

PERSONAL NORM AND PRO-ENVIRONMENTAL CONSUMER BEHAVIOR: AN APPLICATION OF NORM ACTIVATION THEORY

With the significant growth of the meal kit market, environmental pollution problems caused by meal kit packaging materials are also emerging. Meal kit companies are pressured by society to use more eco-friendly packaging materials. However, doing so would only increase the production costs and sales prices, if consumers turn a blind eye to it. Therefore, for meal kit companies, it is necessary to understand the antecedents to consumers' eco-friendly behavior intentions and react accordingly. For this reason, this study used the VBN model to examine the decision-making process of meal kit consumers that leads from value beliefs and personal norms to eco-friendly behavioral intentions. In addition, the mediating roles of emotional factors (predicted guilt and pride) in the process were considered. To address the research objectives, a survey was conducted amongst adult men and women who purchased meal kits and plan to purchase them in the future. A total of 300 responses were collected from July 11 to 13, 2023. Among them, 249 (83.0%) suitable responses were analyzed. Descriptive statistics analysis and structural equation modeling analysis were performed using SPSS and AMOS programs. The analysis results are as follows. First, the values of meal kit consumers had significant effects on outcome perception, responsibility attribution, individual norms, and purchase intentions. Second, there were significant mediating effects of anticipated guilt and pride in the relationship between personal norms and the intentions to purchase eco-friendly meal kits. The analysis results emphasized the importance of values, beliefs, personal norms, and anticipated emotions in strengthening the eco-friendly behavioral intentions of meal kit consumers. It is suggested that meal kit companies should invest in monitoring and managing consumers' ecological values, personal norms, and emotional factors at the marketing level.

Purpose As the global food system seeks sustainable solutions, valorising food by-products into functional ingredients offers promise. The study aims to investigate the behavioural intentions behind consumer choices of upcycled food products by integrating the norm activation theory (NAT) and the theory of reasoned action (TRA) to offer a comprehensive understanding. Design/methodology/approach A survey of 600 Australian consumers was analysed using AMOS 28 and SPSS. Measurement invariance testing ensured construct comparability across food neophobia segments (high, medium and low). Cluster analysis was used to identify distinct consumer profiles. Finally, multi-group structural equation modelling assessed whether key relationships differed across segments. Findings The ascription of responsibility emerged as a strong predictor of both social and personal norms. Sensory attitudes, social norms and personal norms were found to mediate the relationships. Neophobic consumers displayed varied responses, while Gen X participants showed lower purchase intentions primarily due to concerns around food quality. Additionally, an increase in age and religious commitment was associated with reduced willingness to purchase upcycled foods across different categories. Originality/value This convergence suggests a potential theoretical extension, where integrating personal moral norms from NAT with attitudinal components of TRA could offer a more comprehensive framework for predicting sustainable food-related behaviours. The findings provide actionable insights for practitioners, policymakers and upcycled product developers seeking to promote upcycled food consumption. By advancing the theoretical integration of NAT and TRA, this research lays the groundwork for future cross-cultural studies and real-world interventions aimed at improving consumer intake of upcycled functional foods.

Meal kits in the family setting: Impacts on family dynamics, nutrition, social and mental health

Objective: The objective of the study is to analyze the factors that shape tourists' environmentally responsible behavior. The proposed research model integrates norm activation theory, stakeholder theory, and a utilitarian perspective. From the norm activation theory perspective, two variables, namely awareness of consequences and ascribed responsibility, are included in the model as antecedents of personal norms. Destination social responsibility, as a stakeholder effort to promote environmental protection, can strengthen the influence of personal norms on environmentally responsible behavior. Furthermore, the utilitarian perspective in the form of perceived value, which is the benefit that tourists obtain from traveling to a destination, is also a moderating influence of personal norms on environmentally responsible behavior. Methodology: This study involved 255 respondents who had visited Yogyakarta. Data were processed using Smart-PLS to determine the relationships between variables. Finding: The results show that awareness of consequences and ascribed responsibility are factors in forming personal norms. Personal norms have a positive influence on environmentally responsible behavior. Furthermore, the data supported the role of perceived value as a moderator. However, destination social responsibility does not moderate the influence of personal norms on environmentally responsible behavior. Conclusion: The study concludes that the norms activation theory holds that personal norms are antecedents to environmentally responsible behavior. Personal norms’s influence on environmentally responsible behavior is strengthened by perceived value.

Balancing awareness and responsibility: Cognitive mechanisms shaping electric vehicle purchase intentions

Does haze pollution promote the consumption of energy-saving appliances in China? An empirical study based on norm activation model

The role of value, belief and norm in shaping intentions to use residential rooftop solar for environment sustainability

Problem awareness does not predict littering: A field study on littering in the Gambia

On a global scale, households are purchasing from meal kit delivery services like HelloFresh and Goodfood at an ever-growing rate. A meal kit promises beginner cooks and busy individuals an affordable, convenient, and approachable option for meal planning and preparation. This paper investigates how meal kit delivery services align and position themselves against other food industry players such as grocery stores, grocery delivery platforms, and online food delivery services, using HelloFresh as a case study. Meal kit delivery services are platforms which operate by intermediating between various parties and generate profit by the expansion of their customer bases through their networks. The goal of this paper is to explore the marketing strategies employed by HelloFresh to yield profit through platform growth and global dominance objectives. To pursue this goal, a walkthrough method on the HelloFresh user interface and a discursive analysis of various company reports and news articles from HelloFresh were conducted. By leveraging the benefits of convenience, affordability, and availability of meal kits, it was found that HelloFresh does not compete with its competitors, but rather with grocery stores, grocery delivery platforms, and online food delivery services. I argue that HelloFresh’s competition strategy successfully positions its services as a desirable alternative to consumers while capturing profit through various avenues and masking shortcomings with its competitors. The findings of this study aim to assist platform scholars with understanding the marketing strategies and multiple avenues of profit generation on meal kit platforms.

Home chef meal kits: Product attributes, perceived value and repurchasing intentions the moderating effects of household configuration

Consumer demand for meal kits is high and rapidly increasing. The aim of this study was to investigate the status of food and nutrition labeling with focus on the energy, sugars, and sodium levels of meal kit products sold in Korea. This investigation was conducted by visiting the official websites of manufacturers, and the data obtained were compared and evaluated by meal kit and storage types. Prices, total servings, weights, recipes, and cooking times were labeled on more than 90% of all 497 products examined, but only 228 (45.9%) provided nutrition labeling. The percentage of nutrition labeling was the highest for rice dishes at 62.5%, followed by side dishes (48.3%), soups (45.6%), and noodles (37.0%). In addition, the nutrition labeling percentage was significantly higher for refrigerated products (48.9%) than frozen products (46.1%). Average meal kit price and number of servings were 14,670 won and 1.9, and average meal weight and cooking time were 571.3 g and 10.5 min, respectively. Average calorie contents were 129.3 kcal/100 g, and 392.9 kcal/serving. The energy and carbohydrate contents per serving of noodles were significantly higher than those of other products, and the sodium contents of side dishes were significantly lower than those of other meal kits. In particular, average meal kit sodium content was high at 162.6% of the reference value (1/3 of the adequate intake for Korean adults). Furthermore, average sodium content per serving was significantly higher for frozen than refrigerated products. These results show meal kit products with appropriate calorie, sugars, and sodium contents and labeled with nutritional contents should be provided for consumers.

Caregiver and Pediatrician Perspectives on a Meal Kit Delivery Program for Children With Food Insecurity and Obesity: A Qualitative Analysis.

The objective of this study was to examine the relationships among environmental and health values, ecological worldview, perception of consequences, the ascription of responsibility, and personal norms in the context of the value-belief-norm (VBN) model and how compatibility influences the intentions and behaviors of Chinese youth regarding the use of hydroponic farming technology. The study employed a survey questionnaire to collect data from the target population. The sample size was determined through a power analysis to ensure sufficient statistical power for the analysis. A total of 727 potential respondents' responses were analyzed using SmartPLS (4.0) to perform structural equation modeling. The results confirmed that environmental, emotional, and health values significantly associated with individuals' ecological worldviews. There was an interconnection between ecological worldview, awareness of consequences, and ascription of responsibility, and all three significantly influenced personal norms. The key determinants of the intentions and behaviors to adopt hydroponic farming technology are personal norms and technology compatibility. Therefore, to promote and motivate the interest and intention to use hydroponics among unemployed youth, government agencies, and related companies should focus on providing technology-related and pro-environmental information and training. This is expected to increase the acceptance and awareness of hydroponics among this group, thus increasing the adoption rate of hydroponics.

PurposeThis study aims to investigate the moderating effect of sustainability app on environmental citizenship behavior on the basis of norm-activation model.Design/methodology/approachA questionnaire survey, which comprises five variables (i.e. awareness of consequences, ascription of responsibility, personal norms, environmental citizenship behavior in a private sphere and environmental citizenship behavior in a public sphere) measured through 16 items, was conducted in the USA by using Amazon Mechanical Turk. With 549 valid respondents’ answers in hand, the collected data were analyzed applying a multi-group structural equation modelling technique with IBM SPSS AMOS 23 software program.FindingsThe results revealed that there is a positive and significant relationship between awareness of consequences, ascription of responsibility, personal norms and environmental citizenship behavior in both private and public sphere. Furthermore, this study attested that sustainability apps utilization has a moderating effect on the predictors of environmental citizenship behaviors.Originality/valuePast studies have seldom examined the contribution of mobile apps to environmental sustainability. This paper enriches the extant academic literature in the field of technology for behavior change, and bears significant implications on how sustainability apps can be adopted by governments, policymakers, organizations and teacher educators to engage people and stimulate environmental citizenship behaviors.