J Nutr Health.  2025 Feb;58(1):101-116. 10.4163/jnh.2025.58.1.101.

Influence of food-related lifestyle and nutritional knowledge on online grocery shopping among adults in Jeju

• Kim Y
• Park MY
• Kim E
• Lee Y

• KMID: 2565764
• DOI: http://doi.org/10.4163/jnh.2025.58.1.101

Abstract

Purpose
This study analyzed the influence of dietary lifestyle and nutritional knowledge on the online food-purchasing behaviors of adults in Jeju.
Methods
The study sampled 300 adults aged 18 to 69 years in Jeju, excluding incomplete responses or declined consent. The data were analyzed using the SPSS Win Program (ver 21.0), using principal component analysis, cluster analysis, frequency analysis, χ2-test, t-test, and analysis of variance. The significant results were examined using a Duncan’s multiplerange test. The survey questions assessed participants’ demographic information, dietary lifestyle, nutritional knowledge, and online food-purchasing habits.
Results
Among the participants, dietary lifestyles could be classified into health-seeking, convenience-seeking, and taste-seeking clusters, with each showing distinct characteristics regarding nutrition knowledge and online food purchase behaviors. In particular, the ‘convenience-seeking’ cluster showed lower health-consciousness and nutrition knowledge and preferred convenience foods, while the ‘health-seeking’ cluster exhibited moderate nutrition knowledge and favored functional foods. The ‘diet-conscious’ cluster showed a higher level of nutritional awareness and made more frequent online purchases, particularly health and convenience foods. Furthermore, individuals with high nutrition knowledge were more focused on food labeling and verification. Moreover, dietary lifestyles significantly influenced consumer behaviors regarding online food purchases, including product preferences and the depth of food information reviewed.
Conclusion
This study underscores the fundamental role of dietary lifestyles and nutritional knowledge in shaping consumer behaviors regarding online food purchases among Jeju residents. These findings provide a foundation for developing tailored nutrition education materials that align with diverse dietary lifestyles. Furthermore, these insights can guide online food retailers in optimizing product information and marketing strategies to cater to the preferences of major consumer groups.

Keyword

nutrition surveys; lifestyle; food; consumer behavior; cluster analysis