Selection attributes of non-timber forest products and consumer attitudes among food-related lifestyle segmentation

Ga Eun Yeo, Kyung Won Lee, Eun Young Lee, Yoo Wha Jeon, Ji O. Lee, Ji Eun Oh, Mi Sook Cho

Research output: Contribution to journalArticlepeer-review


This study aimed to provide basic data for developing forest products and marketing strategies by classifying consumers according to their food-related lifestyle and examining the consumers’ attitudes toward processed forest products. In total, 1,066 Korean consumer panels responded to an online survey, and a questionnaire consisted of FRL, selection attributes, and attitudes for forest products. Four factors were extracted for food-related lifestyle dimensions: gourmet factor, healthy factor, safety factor, and economy factor. Consumer groups were divided according to FRL: economic considering group, variety considering group, food lifestyle low-considering group, and personal-satisfaction considering group. The economic considering group tended to be in their 40s and focused on quality/economic factors. The variety considering group was mainly in their 50s∼60s and was characterized by being married and highly educated. They showed high scores in all factors of product selection attributes. The food lifestyle low-considering groups showed low consideration in all factors of product selection. The personal-satisfaction considering groups, who were likely to be in their 20s to 30s and unmarried, tended to consider marketing factors and quality/economic factors. An analysis of the attitudes toward processed forest products revealed the variety-considering group to be the most positive for processed foods.

Original languageEnglish
Pages (from-to)1152-1160
Number of pages9
JournalJournal of the Korean Society of Food Science and Nutrition
Issue number10
StatePublished - Oct 2020

Bibliographical note

Publisher Copyright:
© 2020 Korean Society of Food Science and Nutrition. All rights reserved.


  • Consumer attitude
  • Consumer choice
  • Consumer segmentation
  • Food-related lifestyle
  • Selection attribute


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