Purchase Behavior According to the Development of Sustainable Pistachio ( Pistacia vera L.) Rice Cake: For Korean Consumers

Ji Ahn Han and Ki Han Kwon ()
Additional contact information
Ji Ahn Han: Major of Rice Cake Manufacturing Management, Department of Business Administration, Graduate School, Sungkyul University, Anyang 14097, Republic of Korea
Ki Han Kwon: College of General Education, Kookmin University, Seoul 02707, Republic of Korea

Sustainability, 2023, vol. 15, issue 9, 1-16

Abstract: In recent years, the rice cake market has grown considerably in terms of research and development of products suitable for consumer needs and beneficial to health at the same time. Since the outbreak of COVID-19, the number of consumers consuming antioxidant-rich foods and immunity-boosting foods to improve health and promote healthy eating habits has increased. Pistachio rice cakes have been tested and found to be high in polyphenols, which have good antioxidant activity and strengthen the immune system. Therefore, research was conducted on pistachio rice cakes to develop safe, health functional, and sustainable food. In order to maximize the sales potential of pistachio rice cakes, a survey was conducted among Korean adults to investigate perception of pistachio, pistachio rice cake purchasing behavior, and popularization plans. Pearson’s correlation analysis was performed to examine the correlation between pistachio perception, pistachio rice cake purchasing behavior, and pistachio rice cake popularization measures, and they were found to have a close relationship. In addition, as a result of multiple regression analysis, perception and purchasing behavior of pistachio rice cake products were found to have a significant positive (+) effect on rice cake technology development, development of brand specializing in rice cakes, and cultivation of traditional rice cake experts. This study suggests that continuous research and development of food safety and sustainability of rice cakes are required, and it is expected to be utilized as basic data to form a research basis that can be a strategy for increasing sales in the rice cake industry.

Keywords: food safety; sustainability; purchase behavior; perception; popularization plan; pistachio ( Pistacia vera L.); rice cake (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.mdpi.com/2071-1050/15/9/7608/pdf (application/pdf)
https://www.mdpi.com/2071-1050/15/9/7608/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:15:y:2023:i:9:p:7608-:d:1140191

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().