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This study identifies factors influencing consumer preferences for healthy food with the 2021 Consumer Behavior Survey For Food. Among several foods in this category, we focus on ginseng and red ginseng products to solve the problem of their stagnated demand. The structural equation model and hybrid choice model are utilized to compare factors influencing consumer psychology on the intention to buy and the actual purchase. The results of our structural equation model show that convenience, safety, and health functionality are essential factors for consumers’ buying intentions on healthy food. However, the results of the hybrid choice model indicates that only functionality affects the actual purchase of ginseng and red ginseng products. In contrast, convenience and safety affect the buying of overall healthy food. Thus, it is necessary to promote the functionality of ginseng and red ginseng products, enhance R&D investment in the functionality of ginseng products, and strengthen safety and convenience to beat the intensifying competition with other healthy foods. |
