Understanding Consumer Variety-seeking Dynamics in Food Contexts: Insights from Purchase Data and Consumption Patterns
(A2025-126459)

AUTHORS

Kyounghee Kim, Seoul National University; Junghoon Moon, Seoul National University

ABSTRACT

This study explores variety-seeking behavior in food contexts by analyzing purchase and consumption data from three interconnected studies. Study 1 examines the moderating effect of variety-seeking on the relationship between satiation and purchase behavior, revealing that variety-seeking mitigates the negative impact of satiation on purchase quantities. To understand factors promoting variety-seeking, Study 2 investigates the influence of hedonic and utilitarian product attributes on sensory- and non-sensory-based variety-seeking, while also emphasizing the moderating effect of promotions. Study 3 shifts the focus to consumption, assessing how variety-seeking in staple food intake affects the consumption of fruits and vegetables, thereby promoting healthy eating. These findings offer valuable insights into consumer behavior, emphasizing the potential for variety-seeking strategies to enhance both healthier and more enjoyable food choices, benefiting consumers and retailers alike.