ScholarWorks@경상국립대학교

초록

This study aims to analyze the effect of awareness of Upcycled Food Concepts on Consumer Perception and Purchase Intention. In order to control for heterogeneity between groups, the Propensity Score Matching(PSM) technique was applied to compare and analyze the differences between the group aware of upcycled foods and the unaware group. The analysis revealed that the aware group exhibited 11∼14%, 18∼20% higher purchase and recommendation intentions than the unaware group. Furthermore, the aware group showed a significantly higher tendency to perceive upcycled foods as socially valuable, hygienic, safe, and equivalent in quality to conventional products. These findings suggest that providing detailed information and raising public awareness are critical factors in improving consumer perception and expanding the market for upcycled foods.

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