Title Page
Abstract
Contents
I. Essay 1. The effect of consumers' consciousness on healthy eating on purchasing meat products 8
Chapter 1. Introduction 8
Chapter 2. Literature Review 11
2.1. The effect of health consciousness on eating 11
2.2. Meat Consumption in Korea and its association with health 12
Chapter 3. Methodology 16
Chapter 4. Result 19
4.1. Demographic characteristics and descriptive statistics 19
4.2. Reliability test and convergent validity test 21
4.3. Multiple linear regression analysis 22
Chapter 5. Conclusion 29
Bibliography 33
II. Essay 2. Identifying the Factors Affecting the Intention to Purchase Protein Supplements 37
Chapter 1. Introduction 37
Chapter 2. Literature Review 40
2.1. Marketing communication method: Message framing and formulation 40
2.2. Message framing and the promotion healthy behavior 40
2.3. Studies on formulation 41
2.4. Means-end chain (MEC) theory and food-relatedlifestyle (FRL) 43
2.5. Physical activity 44
2.6. Health consciousness and its moderating effect 45
Chapter 3. Method 47
3.1. Sample 47
3.2. Survey 48
Chapter 4. Results 50
4.1. Analysis of validity and reliability 50
4.2. Hypothesis testing 51
Chapter 5. Discussion 58
5.1. Theoretical implications 58
5.2. Practical implications 61
Chapter 6. Conclusion, limitations, and future research 63
6.1. Conclusion 63
6.2. Limitations and scope for future research 63
Bibliography 65
Appendices 72
Appendix A. Stimulus 72
Appendix B. Measurement items used in study 72
국문초록 74
Table 1. Annual food items consumption per capita in Korea 12
Table 2. Annual meat production and consumption per capita in Korea 13
Table 3. Categorization of analyzed items 16
Table 4. Demographic characteristics of panel members 19
Table 5. Descriptive statistics of consumers' frequency of purchasing meat products 20
Table 6. CCHE measurement items 22
Table 7. Correlation analysis results 22
Table 8. Vif test 23
Table 9. Result of multiple linear regression in fresh-pork products 25
Table 10. Result of multiple linear regression in processed-pork products 26
Table 11. Result of multiple linear regression in fresh-chicken products 27
Table 12. Result of multiple linear regression in processed-chicken products 28
Table 13. Number of final responses 47
Table 14. Socio-demographic characteristics of the sample 49
Table 15. Confirmatory factor analyses 50
Table 16. Summary Statistics of the Study Variables 52
Table 17. Stepwise regression analysis predicting intention to purchase protein supplements, for the total sample (n=400) 54
Table 18. Stepwise regression analysis results for protein supplements in the form of bars (y=purchase intention, n=200) 56
Table 19. Stepwise regression analysis results for protein supplements in the form of drinks (y=purchase intention, n=200) 56
Figure 1. Research model for analysis 17
Figure 2. Mean purchase intention for protein supplements 53