Korean J Community Nutr.  2023 Aug;28(4):329-339. 10.5720/kjcn.2023.28.4.329.

Understanding consumer awareness and utilization of local food in Jecheon during the COVID-19 pandemic: a descriptive study

• Shin Hr
• Park S

• KMID: 2545795
• DOI: http://doi.org/10.5720/kjcn.2023.28.4.329

Abstract

Objectives
This study aims to explore consumer awareness and usage patterns of local food in Jecheon city during the COVID-19 pandemic, contributing to the establishment of the Jecheon City Food Plan.
Methods
Surveys were conducted from July 24 to August 24, 2021, using a combination of web-link and self-administered methods for adults living in Jecheon city (n = 250). Descriptive analysis, t-test, importance and satisfaction analysis (ISA) of local food choice attributes were performed using SPSS Statistics.
Results
Participants prioritized freshness when purchasing agricultural products. The freshness of Jecheon local food was the selection attribute with the highest consumer satisfaction and could provide purchase motivation. Approximately 73.6% of respondents understood the concept of local food, and 70% were familiar with Jecheon's local food.Notably, 94.8% expressed an intention to purchase but held negative views on selling local food in other areas. The need to increase the supply of local food to vulnerable populations and public school catering was highly recognized. The ISA identified ‘affordable price’, ‘delivery service’, and ‘product information’ as areas requiring improvement. On the other hand, ‘freshness of products’, ‘quality for the price’, and ‘support for local farmers and economy’ were identified as attributes to be maintained and strengthened.
Conclusions
Consumers in Jecheon city recognized local foods as more than just 'consumer goods’. Our findings suggest the need for further research on local food revitalization and more comprehensive local food planning to enhance consumer satisfaction.

Keyword

local food; Food Plan; consumer awareness; Jecheon; COVID-19