Abstract

This study analyzed consumers’ attitude to HMR(home meal replacement), their allowance of HMR, and effects of the variables on actual HMR purchase. Based on responses from a total of 701 people, research hypotheses were tested using the structural equation model. Of 21 meals per each week, the average meal allowed for HMR in respodents’ mind was 4.55 and the average actual intake of HMR was 3.58. Empirical results show that as respodents are older, they are more negative toward HMR. Having a higher tendency of pursing regular diet, nutrition diversity, and convenience in meal caused to increase positive attitude to HMR. It was also shown that positive attitude increased acceptance of HMR on consumers’ mind, resulting in higher actual HMR purchase. The pursuit of food safety and quality has not, contrary to the general expectation, affected attitude to HMR. This study is significant in that it is the first to combine consumers’ phycological aspects with HMR consumption. The results are expected to serve as a basis for selecting target groups and conceptualizing HMR products.