The Effect of Health-oriented Consumption on Dietary Self-efficacy and Information Sharing Behavior of Bakery Consumers - Focusing on the Moderating Effect of Food Literacy -

This study empirically analyzed the effect of health-oriented consumption on dietary self-efficacy and information sharing behavior, and examined the moderating effect of food literacy in this relationship. To this end, an offline survey was conducted on 206 men and women aged 20 or older who lived in Gwangju Metropolitan City and had purchased and consumed bakery products within the last month. As a result of the study, it was found that health concerns, self-management efforts, and preference for functional foods had a significant effect on dietary self-efficacy, while nutritional content recognition was not. Dietary self-efficacy had a positive (+) effect on information sharing behavior, and a significant mediating effect was shown in the relationship between health-oriented consumption and information sharing behavior. In addition, it was confirmed that food literacy has a moderating effect on the path of dietary self-efficacy on information sharing behavior. This contributes to understanding the structural relationship between the psychological motivation of health consumption behavior and behavioral execution, suggesting that food literacy is a key factor controlling consumers' health awareness and information diffusion behavior.