오늘날 식품의 혁신은 어떻게 커뮤니케이션 되는가 : 대체식품 채택에서 사회규범과 정보행동의 역할을 중심으로

초록

This study seeks to reassess and broaden the Diffusion of Innovations Theory, making it more relevant and useful to studying communication patterns in today's digital world. The concept of alternative foods is central to this study, which is highlighted as a game-changing innovation in the dining industry as well as a viable solution to the pressing challenges of climate change and food security. These alternative food options are praised for their potential to significantly reduce carbon emissions, presenting an eco-friendly alternative to traditional food sources. The current study examines the impact of perceived innovative features of alternative foods, as well as the role of social norms (including both injunctive norms and descriptive norms) and information behaviors (encompassing both the seeking information and sharing of information), on the likelihood of consumers adopting these alternative food options. It further investigates the variations in perspectives between individuals who have already incorporated alternative foods into their diets and those who have yet to do so. By analyzing data from 708 online surveys, this study found that social norms and information behaviors serve as sequential mediators between the perceived innovative qualities of alternative foods and the intentions to consume them. The findings also revealed that the innovative attributes perceived in these foods positively influence consumption intentions, as well as social norms and information behaviors. Additionally, it was observed that social norms concerning alternative foods affect information behaviors and, subsequently, consumption intentions. Notably, the impact of information behaviors on consumption intentions was found to be slightly less pronounced among individuals who have already adopted alternative foods compared to those who have not. Within the realm of social norms, the influence of descriptive norms appears to be minimal across both groups. The outcomes of this investigation propose significant modifications to the Diffusion of Innovations theory, emphasizing the crucial roles played by social norms and information behaviors in the adoption of new technologies or products. These modifications suggest the need for an expanded and more nuanced understanding of the theory to adequately reflect the complexities of communication and social interaction in the digital era. Furthermore, this study provides insightful implications for marketers of alternative foods, offering strategic recommendations for enhancing communication efforts to encourage the wider adoption of these sustainable food solutions. In doing so, the research highlights a potential avenue for resolving environmental and food security issues through the promotion of alternative food.

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