A Study on the Impact of Quality Attributes of Health Functional Foods on Customer Trust, Purchase Intention, and Willingness to Pay Premium

This study investigates the relationship between the quality attributes of healthy functional foods in the green BIO industry, custmoer trust, purchase intention and willingness to pay a premium price. For this purpose, a survey was conducted from May 22 to June 5, 2024 targeting people with a history of purchasing health functional foods, and out of a total of 225 respondents, the final 195 copies were purified and used for analysis. The structural equation analysis was used to verify the influence of the relationship between relative factors. Based on the research results, first, this paper confirmed that nutritional quality was identified as the most influential factor among nutritional quality, information quality, brand quality, physical quality and price quality in order. Second, quality attributes had a positive impact on customer trust, but no direct influence on purchase intention and willingness to pay a premium price. Third, customer trust was found to be a factor that had a positive impact on purchase intention and willingness to pay premium. Based on these research results, academic and practical implications are presented.