Purchase Behavior According to the Development of Sustainable Pistachio (Pistacia vera L.) Rice Cake: For Korean Consumers

In recent years, the rice cake market has grown considerably in terms of research and development of products suitable for consumer needs and beneficial to health at the same time. Since the outbreak of COVID-19, the number of consumers consuming antioxidant-rich foods and immunity-boosting foods to improve health and promote healthy eating habits has increased. Pistachio rice cakes have been tested and found to be high in polyphenols, which have good antioxidant activity and strengthen the immune system. Therefore, research was conducted on pistachio rice cakes to develop safe, health functional, and sustainable food. In order to maximize the sales potential of pistachio rice cakes, a survey was conducted among Korean adults to investigate perception of pistachio, pistachio rice cake purchasing behavior, and popularization plans. Pearson's correlation analysis was performed to examine the correlation between pistachio perception, pistachio rice cake purchasing behavior, and pistachio rice cake popularization measures, and they were found to have a close relationship. In addition, as a result of multiple regression analysis, perception and purchasing behavior of pistachio rice cake products were found to have a significant positive (+) effect on rice cake technology development, development of brand specializing in rice cakes, and cultivation of traditional rice cake experts. This study suggests that continuous research and development of food safety and sustainability of rice cakes are required, and it is expected to be utilized as basic data to form a research basis that can be a strategy for increasing sales in the rice cake industry.

Automated summary

In recent years, the rice cake market has seen significant growth due to the development of products tailored to consumer needs and beneficial to health. Since the COVID-19 outbreak, there has been an increase in consumers seeking antioxidant-rich and immune-boosting foods for improved health and healthy eating habits. Tests have shown that pistachio rice cakes are high in polyphenols, which have strong antioxidant properties and strengthen the immune system. Research has focused on developing safe, functional, and sustainable pistachio rice cakes. A survey of Korean adults was conducted to explore perceptions, purchasing behavior, and strategies for popularizing pistachios and pistachio rice cakes. The results revealed a close relationship between pistachio perception, purchasing behavior, and popularization measures. Multiple regression analysis also showed that perception and purchasing behavior of pistachio rice cake products positively influenced rice cake technology development, specialized brand development, and the cultivation of traditional rice cake experts. This study highlights the importance of continuous research and development for food safety and sustainability in the rice cake industry, serving as valuable data for increasing sales.