Your browser does not support the PubReader view.
Go to this page to see a list of supporting browsers.
The Korean Society for Journalism & Communication (KSJCS)
[ Article ]
Korean Journal of Journalism & Communication Studies - Vol. 68, No. 2, pp.51-99
ISSN: 2586-7369 (Online)
Print publication date 30 Apr 2024
Received 08 Oct 2023 Revised 18 Mar 2024 Accepted 25 Mar 2024
DOI: https://doi.org/10.20879/kjjcs.2024.68.2.002

오늘날 식품의 혁신은 어떻게 커뮤니케이션 되는가 : 대체식품 채택에서 사회규범과 정보행동의 역할을 중심으로

오준혁*** ; 오현정****
***한양대학교 광고홍보학과 석사 ok@hanyang.ac.kr
****한양대학교 광고홍보학과 부교수 hyunjungoh@hanyang.ac.kr
How Food Innovation Is Communicated Today : The Role of Social Norms and Information Behaviors in Adopting Alternative Foods
Junhyeok Oh*** ; Hyun Jung Oh****
***Master of Advertising and Public Relations, Hanyang University, first author jhyeok@hanyang.ac.kr
****Associate Professor, Dept. of Advertising and Public Relations, Hanyang University, corresponding author hyunjungoh@hanyang.ac.kr

초록

본 연구는 혁신확산이론이 디지털 미디어의 발달과 보급에 따른 사회체계와 커뮤니케이션 행동 양상의 변화를 충분히 반영하지 못한다고 지적하며, 혁신확산이론의 이론적 확장을 꾀하였다. 특히, 탄소 배출을 획기적으로 줄일 수 있어 기후위기와 식량 불안정 문제에 대한 해결책으로 주목받으며 식탁 위 혁신으로 불리는 대체식품을 중심으로 탐구하였다. 보다 구체적으로 수용자가 대체식품 섭취를 결정하는 프로세스에서 지각된 혁신특성, 사회규범(명령규범 및 기술규범), 그리고 정보행동(정보추구 및 정보공유)의 영향력을 분석하였다. 이와 함께, 이미 대체식품을 채택한 집단과 그렇지 않은 집단 간 차이도 고려하였다. 708개의 온라인 서베이 데이터를 실증 분석한 결과, 대체식품의 사회규범과 정보행동이 지각된 혁신특성과 섭취의도 간 관계를 순차적 매개하는 것으로 확인되었다. 한편, 대체식품의 지각된 혁신특성은 섭취의도와 사회규범, 정보행동 모두에 긍정적 영향을 미쳤다. 대체식품 사회규범은 정보행동과 섭취의도에, 정보행동은 섭취의도에 정(+)적 영향을 미쳤다. 이러한 영향은 채택 집단과 비채택 집단에서 다소 다르게 나타났는데, 채택 집단에서는 정보행동의 영향이 비교적 적었다. 사회규범 중 기술적 규범의 경우, 두 집단 모두에서 상대적으로 영향이 크지 않은 것으로 나타났다. 본 연구는 혁신확산이론에서의 사회규범과 정보행동의 역할에 관해 논하고 이론을 수정 및 보완, 확장하였다. 이 결과를 통해 대체식품 마케팅 커뮤니케이션 실무자들에게 유용한 실무적 지침을 제공하였으며, 대체식품을 통한 기후위기 및 식량 안보 문제 해결의 실마리를 마련했다는 점에서 의의가 있다.

Abstract

This study seeks to reassess and broaden the Diffusion of Innovations Theory, making it more relevant and useful to studying communication patterns in today's digital world. The concept of alternative foods is central to this study, which is highlighted as a game-changing innovation in the dining industry as well as a viable solution to the pressing challenges of climate change and food security. These alternative food options are praised for their potential to significantly reduce carbon emissions, presenting an eco-friendly alternative to traditional food sources. The current study examines the impact of perceived innovative features of alternative foods, as well as the role of social norms (including both injunctive norms and descriptive norms) and information behaviors (encompassing both the seeking information and sharing of information), on the likelihood of consumers adopting these alternative food options. It further investigates the variations in perspectives between individuals who have already incorporated alternative foods into their diets and those who have yet to do so. By analyzing data from 708 online surveys, this study found that social norms and information behaviors serve as sequential mediators between the perceived innovative qualities of alternative foods and the intentions to consume them. The findings also revealed that the innovative attributes perceived in these foods positively influence consumption intentions, as well as social norms and information behaviors. Additionally, it was observed that social norms concerning alternative foods affect information behaviors and, subsequently, consumption intentions. Notably, the impact of information behaviors on consumption intentions was found to be slightly less pronounced among individuals who have already adopted alternative foods compared to those who have not. Within the realm of social norms, the influence of descriptive norms appears to be minimal across both groups. The outcomes of this investigation propose significant modifications to the Diffusion of Innovations theory, emphasizing the crucial roles played by social norms and information behaviors in the adoption of new technologies or products. These modifications suggest the need for an expanded and more nuanced understanding of the theory to adequately reflect the complexities of communication and social interaction in the digital era. Furthermore, this study provides insightful implications for marketers of alternative foods, offering strategic recommendations for enhancing communication efforts to encourage the wider adoption of these sustainable food solutions. In doing so, the research highlights a potential avenue for resolving environmental and food security issues through the promotion of alternative food.

Keywords:

Diffusion of Innovations Theory, Alternative Foods, Social Norms, Information Behaviors, Serial Multiple Mediating Effect

키워드:

혁신확산이론, 대체식품, 사회규범, 정보행동, 순차적 매개효과

Acknowledgments

This article was modified from the first author’s 2024 master’s thesis (advisor: corresponding author) in the Department of Advertising and Public Relations at Hanyang University(본 논문은 제1저자의 한양대학교 일반대학원 광고홍보학과 석사학위 논문(지도교수: 교신저자)을 수정 및 보완한 것임).

This work was supported by the research fund of Hanyang University(본 연구는 한양대학교 교내연구지원 사업으로 연구됨)[HY-2023-1791].

References

  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. [https://doi.org/10.1016/0749-5978(91)90020-T]
  • Ajzen, I. (2002). Constructing a TPB questionnaire: Conceptual and methodological considerations. Retrieved 8/7/23 from https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=0574b20bd58130dd5a961f1a2db10fd1fcbae95d
  • Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.
  • Augusta, E. D., Mardhiyah, D., & Widiastuti, T. (2019). Effect of country of origin image, product knowledge, brand familiarity to purchase intention Korean cosmetics with information seeking as a mediator variable: Indonesian women’s perspective. Dermatology Reports, 11(s1), 7-10. [https://doi.org/10.4081/dr.2019.8014]
  • Bartol, M. K., & Srivastava, A. (2002). Motivation and barriers to participation in virtual knowledge-sharing comminities of practice. Journal of Leadership and Organization Studies, 9(1), 64-75.
  • Berry, F. S., & Kim, D. J. (2010). Innovation and diffusion theory in policy research. The Korea Association for Policy Studies, 19(4), 75-114.
    Frances S. Berry·김대진 (2010). 정책혁신과 확산 연구의 과거, 현재 그리고 미래. <한국정책학회보>, 19권 4호, 75-114.
  • Cha, D. P. (2002). A study of the impact of mass media on the publics’ problem recognitions and information seeking behaviors based on the types of issues. Korean Journal of Broadcasting and Telecommunication Studies, 16(3), 458-489.
    차동필 (2002). 쟁점유형별 공중의 문제인식 및 정보추구행동에 미치는 매스 미디어의 영향에 관한 연구. <한국방송학보>, 16권 3호, 458-489.
  • Cho, S. W. (2021). Understanding and the reasons for ESG management. Food Industry and Nutrition, 26(2), 1-4.
    조상우 (2021). ESG의 이해와 ESG 경영을 해야 하는 이유. <식품산업과 영양>, 26권 2호, 1-4.
  • Choi, J. H., & Kim, H. Y. (2022). Innovation gap hypothesis: Theoretical integration of diffusion of innovation theory and knowledge gap hypothesis. Journal of Practical Research in Advertising and Public Relations, 15(2), 206-229.
    최준혁·김혜영 (2022). 혁신격차가설: 혁신확산이론과 지식격차가설의 이론적 통합. <광고PR실학연구>, 15권 2호, 206-229.
  • Choi, J. H., & Noh, G. Y. (2016). The influence of social norm perception, assessment orientation, and perceived benefits of drinking to social relationships on college students’ drinking behaviors. Journal of Public Relations, 20(3), 60-83.
    최정화·노기영 (2016). 사회적 규범 인식, 평가 성향, 음주의 사회적 편익인식이 대학생들의 음주 행위에 미치는 영향. <PR연구>, 20권 3호, 60-83. [ https://doi.org/10.15814/jpr.2016.20.3.60 ]
  • Choi, M. D., Seo, P. K., Choi, M. I., & Paek, H. J. (2014). Factors associated with health-specific tv viewing intention: Application of the technology acceptance model. Korean Journal of Journalism & Communication Studies, 58(6), 362-389.
    최믿음·서필교·최명일·백혜진 (2014). 확장된 기술수용모형(TAM)을 적용한 TV 건강 프로그램 시청의도 분석. <한국언론학보>, 58권 6호, 362-389.
  • Choi, Y. S., Park, G. J. & Nam, J. J. (2022). Effect of alternative protein food market growth on green house gas emissions in livestock sector. Journal of Climate Change Research, 13(3), 299-304.
    최윤실·박건진·남재작 (2022). 대체단백질식품의 시장점유 시나리오별 축산부문 온실가스 배출량 추정. <한국기후변화학회지>, 13권 3호, 299-304. [ https://doi.org/10.15531/KSCCR.2022.13.3.299 ]
  • Chow, W. S., & Chan, L. S. (2008). Social network, social trust and shared goals in organizational knowledge sharing. Information & Management, 45(7), 458-465. [https://doi.org/10.1016/j.im.2008.06.007]
  • Cialdini, R. B., Reno, R. R., & Kallgren, C. A. (1990). A focus theory of normative conduct: Recycling the concept of norms to reduce littering in public places. Journal of Personality and Social Psychology, 58(6), 1015-1026. [https://doi.org/10.1037/0022-3514.58.6.1015]
  • Davis, F. D., Jr. (1985). A technology acceptance model for empirically testing new end-user information systems: Theory and results. Unpublished doctoral dissertation, Massachusetts Institute of Technology, Cambridge, MA.
  • Deutsch, M., & Gerard, H. B. (1955). A study of normative and informational social influences upon individual judgment. The Journal of Abnormal and Social Psychology, 51(3), 629-636. [https://doi.org/10.1037/h0046408]
  • Doran, R., & Larsen, S. (2016). The relative importance of social and personal norms in explaining intentions to choose eco-friendly travel options. International Journal of Tourism Research, 18(2), 159-166. [https://doi.org/10.1002/jtr.2042]
  • Elihu, K. (1974). Utilization of mass communication by the individual. In J. G. Blumler & E. Katz (Eds.), The uses of mass communications: Current perspectives on gratifications research (pp. 19-32). Beverly Hills, CA: Sage.
  • Fishbein, M., & Ajzen, I. (2006). Predicting and changing behavior: The reasoned action approach. New York, NY: Taylor & Francis.
  • Fishbein, M., Ajzen, I., & Belief, A. (1975). Intention and behavior: An introduction to theory and research. Boston, MA: Addison-Wesley.
  • Göckeritz, S., Schultz, P. W., Rendón, T., Cialdini, R. B., Goldstein, N. J., & Griskevicius, V. (2010). Descriptive normative beliefs and conservation behavior: The moderating roles of personal involvement and injunctive normative beliefs. European Journal of Social Psychology, 40(3), 514-523. [https://doi.org/10.1002/ejsp.643]
  • Ha, S. J. (2023, January 25). “What do substitute meatballs taste like”…Shinsegae ‘enters the fray’ with vegan restaurants. The Korea Economic Daily. Retrieved 8/7/23 from https://www.hankyung.com/economy/article/202301251769i
    하수정 (2023, 1, 25). “대체육 미트볼은 무슨 맛일까”…신세계, 비건 레스토랑 ‘참전’. <한국경제>.
  • Han, D. H. (2023, March 2). Gen MZ’s value spending, veganism, and interest in eco-friendly alternatives. SeoulilboESG. Retrieved 8/7/23 from http://www.seoulilbo.news/news/articleView.html?idxno=2091
    한동헌 (2023, 3, 2). MZ세대 가치소비와 비건니즘 영향, 친환경 대체식품 관심 증대. <서울일보ESG>.
  • Han, Y. J., & Ha, J. Y. (2019). Factors affecting the use of user generated content on the web: Media use motivation, personal tendency, and perceived characteristics of the personal broadcasting. Korean Journal of Broadcasting & Telecommunications Research, 107, 152-190.
    한영주·하주용 (2019). 미디어 이용 동기, 개인적 성향, 인지된 개혁의 특성이 1인 방송 시청에 미치는 영향: ‘이용과 충족’ 이론과 ‘개혁의 확산’이론을 중심으로. <방송통신연구>, 107호, 152-190.
  • Hayes, A. F. (2012). PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modeling. Lawrence, KS: University of Kansas.
  • Heath, Y., & Gifford, R. (2002). Extending the theory of planned behavior: Predicting the use of public transportation. Journal of Applied Social Psychology, 32(10), 2154-2189. [https://doi.org/10.1111/j.1559-1816.2002.tb02068.x]
  • Hwang, H. J. (2017, November 24). Innovation requires overcoming the resistance of the ‘unfamiliar’. LG Business Research. Retrieved 8/7/2023 from https://www.lgbr.co.kr/report/view.do?idx=19590
    황혜정 (2017, 11, 24). 혁신, ‘낯섦’의 저항 극복할 수 있어야. <LG경영연구원>.
  • Jang, Y. J., & Kim, Y. W. (2016). The influences of cues to action, fear, and trust in government on risk perception and behavior intention: Focus on Japanese fishery products intakes after the Fukushima Daichi nuclear disaster. The Korean Journal of Advertising, 27(8), 7-32.
    장유진·김영욱 (2016). 행위단서, 공포 및 정부신뢰도가 위험인식 및 행동의도에 미치는 영향: 원전사고 이후 일본산 수산물 섭취이슈 중심 분석. <광고학연구>, 27권 8호, 7-32. [ https://doi.org/10.14377/KJA.2016.11.30.7 ]
  • Jeong, I. K. (2019). The influence of norms in social media on the recognition of offline norms. Korean Journal of Journalism & Communication Studies, 63(4), 123-158.
    정일권 (2019). 소셜미디어에서의 직·간접적 탈규범 경험이 청소년의 사회 규범 인식에 미치는 영향. <한국언론학보>, 63권 4호, 123-158. [ https://doi.org/10.20879/kjjcs.2019.63.4.004 ]
  • KATI (Korea Agro-Fisheries & Food Trade Corporation) (2022, March 4). Japan expands SDGs food market. KATI. Retrieved 8/7/23 from https://kati.net/board/exportNewsView.do?board_seq=94770&menu_dept2=35&menu_dept3=71
    한국농수산식품유통공사 (2022, 3, 4). 일본, SDGs식품 시장 확장. <농식품수출정보>.
  • Kim, G. J. (2010). Meta analysis on diffusion of innovation in the field of communication. Korean Journal of Journalism & Communication Studies, 54(2), 31-56.
    김광재 (2010). 혁신의 확산 연구에 대한 메타분석: 언론학 분야를 중심으로. <한국언론학보>, 54권 2호, 31-56.
  • Kim, G. J., & Park, J. G. (2011). Intellectual structure of innovation diffusion research in the communication discipline. Korean Journal of Broadcasting and Telecommunication Studies, 25(6), 52-87.
    김광재·박종구 (2011). 저자동시인용 분석방법을 이용한 혁신확산 연구의 지적구조. <한국방송학보>, 25권 6호, 52-87.
  • Kim, H. J. (2019). Roles of risk perception, fear, and anger in information behaviors about nuclear energy based on Risk Information Seeking and Processing (RISP) model. Korean Journal of Journalism & Communication Studies, 63(2), 7-45.
    김효정 (2019). 위험인식, 두려움, 분노가 원자력정보 탐색과 처리, 공유 의도에 미치는 영향: 위험정보탐색처리(Risk Information Seeking and Processing) 모델을 중심으로. <한국언론학보>, 63권 2호, 7-45. [ https://doi.org/10.20879/kjjcs.2019.63.2.001 ]
  • Kim, H. J., Seo, J. H., Won, D. J., Han, N. R., Lee, J. Y., Kim, M. H., ... & Kang, M. S. (2022). Comparison of physicochemical properties of seed protein in soybean cultivars. Journal of the Korean Society of Food Science and Nutrition, 51(10), 1048-1055.
    김현주·서정현·원동재·한나래·이진영·김미향·이유영·강문석 (2022). 콩 단백질의 품종별 이화학적 특성 비교. <한국식품영양과학회지>, 51권 10호, 1048-1055. [ https://doi.org/10.3746/jkfn.2022.51.10.1048 ]
  • Kim, H. Y. (2022). The effect of consumer values and expected value for alternative meat on perceived consumer effectiveness, attitude, purchase intention, and intention to pay premium price - The moderating effects of food neophobia -. FoodService Industry Journal, 18(1), 169-185.
    김현영 (2022). 소비자 가치관과 육류대체식품에 대한 기대가치가 지각된 소비자효과성, 태도, 구매의도 및 가격프리미엄 지불의사에 미치는 영향 - 푸드 네오포비아 수준에 따른 조절효과를 중심으로. <한국외식산업학회지>, 18권 1호, 169-185.
  • Kim, J.-N., & Grunig, J. E. (2011). Problem solving and communicative action: A situational theory of problem solving. Journal of Communication, 61(1), 120-149. [https://doi.org/10.1111/j.1460-2466.2010.01529.x]
  • Kim, K. Y., & Kyung, S. B. (2018). The effect of Social Network Service (SNS)-based food content information quality on user satisfaction, intention to use, and information sharing intention. International Journal of Tourism and Hospitality Research, 32(8), 177-192.
    김기영·경수빈 (2018). 소셜네트워크서비스(SNS) 기반의 음식콘텐츠 정보품질이 이용자 만족, 이용의도, 정보공유의도에 미치는 영향. <관광연구저널>, 32권 8호, 177-192. [ https://doi.org/10.21298/IJTHR.2018.08.32.8.177 ]
  • Kim, S. U., Kim, C. K., & Lee, H. J. (2012). Socio-economic differentiation of food anxiety and food consumption behaviors. The Journal of Rural Society, 22(1), 215-264.
    김선업·김철규·이해진 (2012). 먹거리 불안과 관련 소비행위의 사회계층적 분화. <농촌사회>, 22권 1호, 215-264.
  • Kim, W. K., Jung, Y. M., Sah, Y. J., & Oh, H. J. (2022). The effects of wearing HMD on VR concert experiences and intention to attend the future concert: The mediating roles of immersion and presence. The Korean Journal of Advertising, 33(8), 53-77.
    김원경·정유미·사영준·오현정 (2022). 가상현실 콘서트에서의 HMD 사용이 관객의 콘서트 관람 경험과 재관람 의도에 미치는 영향: 몰입감과 실재감의 순차적 매개효과를 중심으로. <광고학연구>, 33권 8호, 53-77. [ https://doi.org/10.14377/KJA.2022.11.30.53 ]
  • Kim, W. M., Yoon, K. H., & Lee, G. H. (2022). Properties of macarons with the addition of various amounts of chickpea aqueous solution as a substitute for egg whites. Journal of the Korean Society of Food Science and Nutrition, 51(8), 861-868.
    김원모·윤기홍·이규희 (2022). 계란흰자를 대체한 병아리콩 수용액 함량을 달리하여 제조한 마카롱의 특성. <한국식품영양과학회지>, 51권 8호, 861-868. [ https://doi.org/10.3746/jkfn.2022.51.8.861 ]
  • Kim, Y. M., & Park, J. H. (2021). ESG·CSR and corporate financial performance: What have we learned, and where do we go from here? Journal of Strategic Management, 24(2), 75-114.
    김양민·박지현 (2021). ESG 또는 기업의 사회적 책임, 그리고 기업 재무성과: 실증연구 고찰과 향후 발전 방향. <전략경영연구>, 24권 2호, 75-114.
  • Kline, R. B. (2023). Principles and practice of structural equation modeling. New York, NY: Guilford Publications.
  • Kwak, S. Y., Shin, J. W., Lee, D. H., & Kang, S. A. (2016). A Study on promoting environmental consumption by developing the environmental attitude-behavior model (KEI 16-52-03). Retrieved 8/7/23 from https://www.kei.re.kr/elibList.es?mid=a10102010000&elibName=researchreport&class_id=&act=view&c_id=711953&rn=384&nPage=39&keyField=&keyWord=
    곽소윤·신정우·이동현·강선아 (2016). 친환경적 태도-행동 분석 모형 구축을 통한 친환경소비 활성화 방안 연구(한국환경정책·평가연구원 사업보고서(KEI 16-52-03).
  • Lapinski, M. K., & Rimal, R. N. (2005). An explication of social norms. Communication Theory, 15(2), 127-147. [https://doi.org/10.1111/j.1468-2885.2005.tb00329.x]
  • Lee, D. E., Kang, S. W., & Park, K. I. (2022, August 12). The race for the 214 trillion won ‘plant-based food market’. Foodbank. Retrieved 8/7/23 from https://www.foodbank.co.kr/news/articleView.html?idxno=63246
    이동은·강수원·박귀임 (2022, 8, 12). 214조 원 ‘식물성 식품 시장’ 놓고 선점 경쟁. <식품외식경제>.
  • Lee, H. G., & Oh, H. J. (2017). Normative influence of sharing rumors on social network sites : The role of RT request and number of RTs on Twitter as the cues of injunctive and descriptive social norms. Journal of Practical Research in Advertising and Public Relations, 10(4), 191-221.
    이혜규·오현정 (2017). 규범 정보로서의 리트윗 수치와 리트윗 요청 메시지가 트윗 루머의 전파 의도와 관련 정보 추구의도에 미치는 영향. <광고PR실학연구>, 10권 4호, 191-221. [ https://doi.org/10.21331/jprapr.2017.10.4.007 ]
  • Lee, H. G., & Paek, H. J. (2019). Effects of information insufficiency, perceived information gathering capacity, and temporal distance on people’s information seeking and avoidance about earthquake. Journal of Public Relations, 23(3), 84-108.
    이혜규·백혜진 (2019). 정보 불충분성, 정보 수집 능력, 시간적 거리가 지진에 관한 정보 추구 및 회피에 미치는 영향. <PR연구>, 23권 3호, 84-108.
  • Lee, H. N., Hwang, Y. R., & Jeong, S. H. (2021). Information seeking and sharing while using media : The role of personality traits and digital literacy. Korean Journal of Journalism & Communication Studies, 65(1), 236-269.
    이하나·황유리·정세훈 (2021). 미디어 이용자의 정보 검색과 공유 행동에 관한 연구: 성격 특성과 디지털 리터러시의 역할. <한국언론학보>, 65권 1호, 236-269. [ https://doi.org/10.20879/kjjcs.2021.65.1.236 ]
  • Lee, J. H. (2021, November 10). 93% of consumers need to find alternatives to animal products, but are concerned about safety. Foodnews. Retrieved 8/7/23 from https://www.foodnews.co.kr/news/articleView.html?idxno=94601
    이지현 (2021, 11, 10). 소비자 93% 축산물 대체식품 개발 필요, 안전성은 우려. <식품저널>.
  • Lee, J. H., & Jeon, H. J. (2022). A comparative study on the regulation of alternative food labeling advertising– Status and regulation of alternative food in the US and the EU. Bio-Medical and Law, 28, 327-355.
    이주형·전홍준 (2022). 대체식품 표시광고 규제에 대한 비교법적 연구–미국과 EU에서의 대체식품의 현황과 규제. <의생명과학과 법>, 28권, 327-355. [ https://doi.org/10.22397/bml.2022.28.327 ]
  • Lee, J. Y., Lee, E. J., & Hong, G. P. (2022). Optimization of finely ground meat ball analogue formulations using proteins and polysaccharides from plant origin. Korean Journal of Food Science and Technology, 54(4), 431-436.
    이종엽·이은정·홍근표 (2022). 세절형 식물성 미트볼의 저작 특성 모방을 위한 식물성 단백질과 다당류 소재의 배합비 최적화. <한국식품과학회지>, 54권 4호, 431-436.
  • Lee, S. S. (2022). Awareness of meat consumption and alternative foods according to sustainable dietary habits. Journal of Korean Practical Arts Education, 35(3), 101-124.
    이성숙 (2022). 지속가능한 식생활에 따른 육류소비 실태와 대체식품에 대한 인식. <한국실과교육학회지>, 35권 3호, 101-124. [ https://doi.org/10.24062/kpae.2022.35.3.101 ]
  • Lee, S. Y., & Eun, H. C. (2006). Audience activity for digital media: In the study of PPV(Pay Per View) Use. Korean Journal of Communication & Information, 36, 348-373.
    이수영·은혜정 (2006). 디지털 미디어 수용자의 능동성에 관한 연구: PPV (Pay Per View) 이용행태를 중심으로. <한국언론정보학보>, 36권, 348-373.
  • Lim, S. S. (2022). The world food crisis 2022 report [On-Line]. World Agriculture, 248, 93-111. Retrieved 8/7/2023 from https://repository.krei.re.kr/handle/2018.oak/28804
    임송수 (2022). 2022년 세계 식량 위기 보고서 [전자매체본]. <세계농업>, 248호, 93-111.
  • Lin-Hi, N., Reimer, M., Schäfer, K., & Böttcher, J. (2023). Consumer acceptance of cultured meat: An empirical analysis of the role of organizational factors. Journal of Business Economics, 93(4), 707-746. [https://doi.org/10.1007/s11573-022-01127-3]
  • Lioutas, E. D. (2014). Food consumer information behavior: Need arousal, seeking behavior, and information use. Journal of Agricultural & Food Information, 15(2), 81-108. [https://doi.org/10.1080/10496505.2014.880655]
  • McQuail, D. (1997). Audience analysis. Thousand Oaks, CA: Sage. [https://doi.org/10.4135/9781452233406]
  • Ministry of Food and Drug Safety (2022, December 22). MFDS, establishes definition and safety management standards for alternative foods. Ministry of Food and Drug Safety. Retrieved 8/7/23 from https://www.mfds.go.kr/brd/m_99/view.do?seq=46903&srchFr=&srchTo=&srchWord=&srchTp=&itm_seq_1=0&itm_seq_2=0&multi_itm_seq=0&company_cd=&company_nm=&page=1
    식품의약품안전처 (2022, 12, 22). 식약처, 대체식품의 정의와 안전관리 기준 마련. <식품의약품안전처>.
  • Minton, A. P., & Rose, R. L. (1997). The effects of environmental concern on environmentally friendly consumer behavior: An exploratory study. Journal of Business Research, 40(1), 37-48. [https://doi.org/10.1016/S0148-2963(96)00209-3]
  • Na, K. I., & Yoon, H. H. (2022). Quality characteristics of pound cake supplemented with flaxseed as an egg replacer. Journal of the East Asian Society of Dietary Life, 32(6), 339-348.
    나경인·윤혜현 (2022). 아마씨를 이용하여 달걀을 대체한 파운드케이크의 품질 특성. <동아시아식생활학회지>, 32권 6호, 339-348. [ https://doi.org/10.17495/easdl.2022.12.32.6.339 ]
  • Oh, H. S., Park, N. K., & Kang, N. W. (2013). Effects of individuals’ cultural inclination and social norms on the intention to illegally download digital content: Comparison between Korean and Chinese college students in Korea. Journal of Communication Science, 13(4), 343-378.
    오현숙·박남기·강내원 (2013). 개인의 문화적 성향과 사회규범이 불법 다운로드 의도에 미치는 영향: 한국 대학생과 중국인 유학생 비교. <언론과학연구>, 13권 4호, 343-378.
  • Park, H. S., & Smith, S. W. (2007). Distinctiveness and influence of subjective norms, personal descriptive and injunctive norms, and societal descriptive and injunctive norms on behavioral intent: A case of two behaviors critical to organ donation. Human Communication Research, 33(2), 194-218. [https://doi.org/10.1111/j.1468-2958.2007.00296.x]
  • Park, M. E., & You, S. Y. (2019). Consumer characteristics related with choice of organically processed foods: Focused on extended theory of planned behavior and food-related lifestyle. Journal of Consumer Studies, 30(6), 143-170.
    박명은·유소이 (2019). 유기가공식품 선택에 대한 소비자 특성 분석: 계획적 행동이론의 확장과 식생활 라이프스타일을 중심으로. <소비자학연구>, 30권 6호, 143-170. [ https://doi.org/10.35736/JCS.30.6.7 ]
  • Park, M. J., & Sohn, S. H. (2015). The effect of consumer benefit and risk perception on secondhand baby products purchasing intention and the moderating effect of consumption values and social norms. Consumer Policy and Education Review, 11(4), 101-122.
    박민지·손상희 (2015). 소비자의 혜택 및 위험 지각이 중고유아용품 구매의도에 미치는 영향과 소비가치와 사회규범의 조절효과. <소비자정책교육연구>, 11권 4호, 101-122. [ https://doi.org/10.15790/cope.2015.11.4.101 ]
  • Park, M. S., Park, S. H., & Lee, Y. S. (2020, July 2). The state of alternative foods and challenges [On-Line]. KREI Agri-Policy Focus, 190. Retrieved 8/7/23 from http://repository.krei.re.kr/handle/2018.oak/25002
    박미성·박시현·이용선 (2020, 7, 2). 대체식품 현황과 대응과제 [전자매체본]. <KREI 농정포커스>, 제190호.
  • Park, N. I., Kim, J. H., Oh, H. J., & Jeong, J. Y. (2021). Virtual reality’s content and medium effects with a first party perspective: Focusing on the sequential mediation model of presence perception and empathy. Journal of Digital Contents Society, 22(4), 671-679.
    박노일·김정환·오현정·정지연 (2021). 제1자 관점의 가상현실 (Virtual Reality) 콘텐츠 채널 효과: 프레즌스와 공감 인식의 순차적 매개모형을 중심으로. <디지털콘텐츠학회논문지>, 22권 4호, 671-679. [ https://doi.org/10.9728/dcs.2021.22.4.671 ]
  • Park, N., Oh, H. S., & Kang, N. (2012). Factors influencing intention to upload content on Wikipedia in South Korea: The effects of social norms and individual differences. Computers in Human Behavior, 28(3), 898-905. [https://doi.org/10.1016/j.chb.2011.12.010]
  • Park, Y. N., & Han, S. L. (2021). The effect of ESG activities on corporate image, perceived price fairness, and consumer responses. Korean Management Review, 50(3), 643-664.
    박윤나·한상린 (2021). 기업의 ESG 활동이 기업 이미지, 지각된 가격 공정성 및 소비자 반응에 미치는 영향. <경영학연구>, 50권 3호, 643-664. [ https://doi.org/10.17287/kmr.2021.50.3.643 ]
  • Ram, S. (1987). A model of innovation resistance. ACR North American Advances.
  • Republic of Korea Policy Briefing (2021, May 17). K-SDGs. Republic of Korea Policy Briefing. Retrieved 8/7/23 from https://www.korea.kr/special/policyCurationView.do?newsId=148867900
    대한민국정책브리핑 (2021, 5, 17). 국가 지속가능발전목표(K-SDGs). <대한민국정책브리핑>
  • Rhee, J. W., Park, J. M., & Paek, H. J. (2015). Handbook of communication science. Paju: Nanam.
    이준웅·박종민·백혜진 (2015). <커뮤니케이션 과학의 지평: 한국언론학회 발간>. 파주: 나남.
  • Rimal, R. N., & Real, K. (2005). How behaviors are influenced by perceived norms: A test of the theory of normative social behavior. Communication Research, 32(3), 389-414. [https://doi.org/10.1177/0093650205275385]
  • Rogers, E. M. (2003). Diffusion of innovations (5th ed.). New York, NY: Simon and Schuster.
  • Samjong KPMG Economic Research Institute (2022). Alternative foods and investment trends for the future of food. Samjong KPMG Business Focus 2022. Retrieved 8/7/23 from https://assets.kpmg.com/content/dam/kpmg/kr/pdf/2022/business-focus/kr-bf-alternative%20protein-20220317.pdf
    삼정KPMG 경제연구원 (2022). 미래 먹거리로 주목받는 대체식품과 투자 동향. <삼정KPMG Business Focus 2022>.
  • Seon, M. S. (2023, May 22). Climate disasters harsher on the weak…2 million dead in half a century. The Kyunghyang Shinmun. Retrieved 8/7/23 from https://www.khan.co.kr/world/world-general/article/202305222237005?utm_source=urlCopy&utm_medium=social&utm_campaign=sharing
    선명수 (2023, 5, 22). 약자에 더 가혹한 기후재난…반세기 동안 200만명 사망. <경향신문>.
  • Sha, D. C., Jean, S. H., & Jean, H. J. (2022). Sugestions for the management of cultured meat under the fod sanitation act. Journal of Hongik Law Review, 23(1), 349-366.
    사동천·전성현·전홍준 (2022). 식품위생법상 배양육 관리 방안 제언. <홍익법학>, 23권 1호, 349-366.
  • Sheth, J. N. (1981). An integrative theory of patronage preference and behavior. Champaign, IL: University of Illinois Urbana-Champaign.
  • Shon, S. H., Choi, Y. J., & Hwang, H. S. (2011). Understanding acceptance of smartphone among early adopters using extended technology acceptance model. Korean Journal of Journalism & Communication Studies, 55(2), 227-251.
    손승혜·최윤정·황하성 (2011). 기술수용모델을 이용한 초기 이용자들의 스마트폰 채택 행동 연구. <한국언론학보>, 55권 2호, 227-251.
  • Sohn, Y. K., & Lee, B. K. (2012). An efficacy of social cognitive behavior model based on the theory of planned behavior: A meta-analytic review. Korean Journal of Journalism & Communication Studies, 56(6), 127-161.
    손영곤·이병관 (2012). 계획된 행동이론을 적용한 사회인지적 행동 모델의 유용성에 대한 메타분석. <한국언론학보>, 56권 6호, 127-161.
  • So, S. H. (2004). An empirical study on the SCM system adoption in the Korean small and medium-sized enterprises: An application of technology acceptance model and innovation diffusion theory. Journal of Industrial Economics and Business, 17(4), 1443-1466.
    소순후 (2004). 중소기업의 공급사슬관리시스템 수용에 관한 실증연구: 기술수용모델과 혁신확산이론의 적용. <산업경제연구>, 17(4), 1443-1466.
  • Son, Y. M., & Kim, O. S. (2018). Moderating effects of personal innovativeness on the innovation acceptance intention(smart device utilization for classes): Based on rogers innovation attributes. Korean Journal of Teacher Education, 34(1), 97-119.
    손영민·김옥순 (2018). 교육혁신(스마트기기 활용 수업)의 수용의도에 있어서 개인 혁신성의 조절효과: Rogers의 혁신특성을 중심으로. <교원교육>, 34권 1호, 97-119. [ https://doi.org/10.14333/KJTE.2018.34.1.97 ]
  • Stern, P. C. (2000). New environmental theories: Toward a coherent theory of environmentally significant behavior. Journal of Social Issues, 56(3), 407-424. [https://doi.org/10.1111/0022-4537.00175]
  • Sun, Y., & Xing, J. (2022). The impact of social media information sharing on the green purchase intention among generation Z. Sustainability, 14(11), 6879. [https://doi.org/10.3390/su14116879]
  • Sung, H. J. (2023). A study on the purchase intention of foodservice consumers to purchase alternative meat using the extended theory of planned behavior. Journal of Hotel & Resort, 22(1), 297-314.
    성혜진 (2023). 확장된 계획행동이론을 적용한 외식소비자의 육류대체식품 구매의도에 관한 연구. <한국호텔리조트학회>, 22권 1호, 297-314.
  • Swann, W. B., Jr., & Read, S. J. (1981). Self-verification processes: How we sustain our self-conceptions. Journal of Experimental Social Psychology, 17(4), 351-372. [https://doi.org/10.1016/0022-1031(81)90043-3]
  • Tabatabai, D. (2002). Modeling information-seeking expertise on the web. Unpublished doctoral dissertation, McGill University, Montreal, Canada. [https://doi.org/10.1037/e340282004-001]
  • The Korea Economic Daily (2021, August 4). ‘ESG management evangelist’ Tae-Won Choi takes notice…alternative foods market is growing. The Korea Economic Daily. Retrieved 8/7/23 from https://www.hankyung.com/economy/article/202108041261Y
    한국경제 (2021, 8, 4). ‘ESG 경영 전도사’ 최태원도 주목…대체식품 시장 더 커진다. <한국경제>.
  • UN-DESA (United Nations Department of Economic and Social Affairs). (2023). SDG knowledge - The 17 goals. United Nations. Retrieved 8/7/23 from https://sdgs.un.org/goals
  • Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204. [https://doi.org/10.1287/mnsc.46.2.186.11926]
  • Weigel, F. K., Hazen, B. T., Cegielski, C. G., & Hall, D. J. (2014). Diffusion of innovations and the theory of planned behavior in information systems research: A metaanalysis. Communications of the Association for Information Systems, 34(1), 619-636. [https://doi.org/10.17705/1CAIS.03431]
  • Wilson, B. G. (1996). Constructivist learning environments: Case studies in instructional design (Ed.). Englewood Cliffs, NJ: Educational Technology.
  • Wilson, T. D. (2000). Human information behavior. Informing Science, 3(2), 49-55. [https://doi.org/10.28945/576]
  • Yang, J. E. (2019). The influence of Korean collectivism(Uri, we-ness) on interpersonal communication behaviors. The Journal of the Korea Contents Association, 19(5), 1-14.
    양정은 (2019). 한국적 집단주의(우리성, we-ness)가 대인 커뮤니케이션에 미치는 영향에 대한 연구. <한국콘텐츠학회논문지>, 19권 5호, 1-14.
  • Yang, J. J. (2016). The effect of local food value on belief and norms -Focused on VBN-. Korean Journal of Food Marketing Economics, 33(3), 87-108.
    양재장 (2016). 로컬푸드에 대한 가치가 신념과 규범에 미치는 영향 -VBN 이론을 중심으로-. <식품유통연구>, 33권 3호, 87-108.
  • Yang, W. S. (2022). The climate crisis, alternative foods, and the rise of food tech. Deloitte Insights. Retrieved 8/7/23 from https://www2.deloitte.com/kr/ko/pages/consumer/articles/2022/20221222.html
    양원석 (2022). 기후위기와 대체식품, 푸드테크의 부상. <Deloitte Insights>.
  • Yi, Y. J., & Bae, B. J. (2017). An analysis of non-users of mobile healthcare applications: Based on diffusion of innovations theory. Journal of the Korean Society for Information Management, 34(1), 135-154.
    이용정·배범준 (2017). 건강 어플리케이션 비이용자에 관한 연구: 혁신확산이론을 중심으로. <정보관리학회지>, 34권 1호, 135-154. [ https://doi.org/10.3743/KOSIM.2017.34.1.135 ]
  • Yoo, S. H., Jeong, M. J., & Yang, Y. H. (2023). How to create a regulatory environment for cultured meat industry. Hannam Journal of Law & Technology, 29(1), 177-218.
    유성희·정민재·양용현 (2023). 배양육 산업 규제환경 조성을 위한 제도적 개선방안. <과학기술법연구>, 29권 1호, 177-218.
  • Yoon, S. K., Kim, M. J., & Choi, J. H. (2014). Effects of innovation characteristics and user characteristics on the adopting e-books: Focused on innovation resistance model. The Journal of the Korea Contents Association, 14(8), 61-73.
    윤수경·김명지·최준호 (2014). 혁신특성과 사용자특성이 전자책 수용에 미치는 영향: 혁신저항모형을 중심으로. <한국콘텐츠학회논문지>, 14권 8호, 61-73. [ https://doi.org/10.5392/JKCA.2014.14.08.061 ]
  • Zepeda, L., & Deal, D. (2009). Organic and local food consumer behaviour: Alphabet theory. International Journal of Consumer Studies, 33(6), 697-705. [https://doi.org/10.1111/j.1470-6431.2009.00814.x]
  • Zhang, M. J., & Woo, H. J. (2010). Comparative study between Korean and Chinese college students on behavioral intention of the illegal contents download. Korean Journal of Journalism & Communication Studies, 54(3), 54-76.
    장문정·우형진 (2010). 한국과 중국 대학생들의 온라인 콘텐츠 불법다운로드 행위의도에 관한 비교 연구. <한국언론학보>, 54권 3호, 54-76.