An Investigation of Consumers Ready-meal Purchase Behavior from a Health-related Perspective

Abstract

Although ready meals have recently increased their market share in the Korean food industry, a literature review found that the use of ready meals triggers feelings of guilt in homemakers. Such guilt arises as a result of several factors apparently related to consumers health. Consequently, levels of guilt might be expected to vary depending on consumers perceived health locus. The present study aims to examine (a) how health locus affects guilty feelings about ready-meal consumption, (b) how the effect varies in relation to the consumption of different types of ready meal, and (c) the relationship between consumers guilty feelings and willingness to buy ready meals. Three dimensions of health locus of control (HLC) -internal HLC (IHLC), powerful-others HLC (PHLC), and chance HLC (CHLC)- were presumed to influence consumers feelings of guilt in association with ready meals. Data were collected via an online survey, and participants were randomly assigned to either of two groups: one group was instructed to heat meals in a microwave (ready-to-heat [RTH] group, n=104) and the other cooked using a pan with additional ingredients (ready-to-cook [RTC] group, n=101). The study found that guilty feelings about consuming RTH meals increased in line with increased external HLCs, namely, PHLC and CHLC. For the RTC group, guilt increased in line with increased PHLC. IHLC had no significant effect on guilty feelings in either group. Willingness to buy ready meals decreased for both groups as consumers feelings of guilt increased. Even RTC meals, which require more time and energy in food preparation, did not reduce guilty feelings among consumers with higher PHLC. RTC meals are preferable for consumers with higher CHLC, since their sense of greater involvement in the cooking process alleviates their feelings of guilt. Cooking with already prepared and uncooked ingredients brought fun and joy, both for the participants and their significant others. This interpretation may be developed into a strategic plan by ready-meal producers to strengthen their marketing strategy.

A family medical history of chronic disease can affect all aspects of ones lifestyle, including diet, since having a healthy diet helps prevent diseases. Studies that examine whether processed food increases the risk of chronic diseases are prevalent, but the risk to health posed by ready meals is a notable gap in research. Although ready meals, which are some of the most highly processed food items available, are perceived as unhealthy, the Korean ready meal market is on the rise. This greatly concerns the Korean government, as the socio-economic burden of the treatment of chronic diseases is expected to rise in the coming years. Considering that food preference is determined by eating habits and usual food choices, it is expected that consumers' usual food choices would influence their ready meal purchase behavior. Snacks and beverages are known as hedonic foods: foods that grant immediate gratification, despite causing adverse health outcomes. In order to understand the factors that affect consumers purchase of ready meals, this present study investigated an effect of a family history of chronic disease on the purchase ratio of ready meals to fresh foods. In addition, the moderating effect of energy-dense snack and sugar-sweetened beverage purchase expenditure was examined. Secondary panel data collected by the Rural Development Administration (RDA) of Korea was used in multiple regression analysis. The results showed that there is a positive relationship between a family medical history of hypertension and a purchase ratio of grain-based ready meals to fresh grain under conditions of high snack and beverage purchase expenditure and a negative relationship between a family medical history of hypertension and a purchase ratio of grain-based ready meals to fresh grains under conditions of low snack and beverage purchase expenditure. In addition, having a family medical history of diabetes has a stronger effect on the purchase ratio of vegetable-based ready meals to fresh vegetables when snack and beverage purchase expenditure is lower. The reverse is true when snack and beverage purchase expenditures are higher. In this study, ready meals are assigned to one of three groups based on the primary ingredient—grain (rice), meat, and vegetables—and were examined as a ratio of ready meals to fresh foods calculated based on consumers expenditures, using secondary panel data.