Effects of Dietary Pursuit Benefits on Consumer Attitudes and Purchase Intentions on Functional Bakery Products

The purpose of this study was to analyze the effect of dietary pursuit benefits on the attitude and purchase intention of functional bakery products to help establish a target market and market segmentation strategy for functional bakery products to provide directions for future marketing strategies. The sample was made of college students living in Seoul and Gyeonggi-do, and the questionnaire prepared by the self-entry method was conducted in March 2022. As a result of factor analysis, dietary pursuit benefits were derived as four factors: health and nutrition pursuit type, taste pursuit type, trend and experience pursuit type, and symbol pursuit type, and attitude and purchase intention were derived as a single factor, respectively. As a result of the hypothesis test, it was found that the health and nutrition pursuit type, trend and experience pursuit type, and symbol pursuit type had a positive (+) effect on consumers' attitudes toward functional bakery products, and the health and nutrition pursuit type and trend and experience pursuit type had a positive (+) effect on purchase intention. In addition, it was found that consumers' attitudes toward functional bakery products had a positive and significant influence on purchase intention.