Study of the Factors Influencing Senior Consumers’ Consumption Behavior by the Acquisition of Health-Functional Foods

This study examined the factors influencing the consumption of health-functional foods among senior consumers by acquisition (direct purchase, purchase and gift, or gift) of health-functional foods. The data from the 2023 Food Consumption Pattern Survey collected by the Korea Rural Economic Research Institute were analyzed. Approximately 85.3% of senior consumers consumed health-functional foods, and the more health-conscious the consumers were, the more they valued certifications and the more likely they were to consume health-functional foods. In addition, the proportion of gift consumption increased with age, and those in their 50s, 60s, and 70s were more likely to purchase directly, purchase and receive gifts, and receive gifts to consume, respectively. In addition, the health concerns and risk perception of spoiled food were associated with a higher likelihood of direct purchase, and higher monthly income and food consumption were associated with a higher likelihood of receiving gifts. This study might provide useful information for communication and promotion strategies to effectively improve the consumption behavior of senior consumers of health-functional foods. Furthermore, this study provides useful consumer information because it analyzed the influence of various factors, such as psychological and behavioral characteristics and sociodemographic variables.