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