Earticle

초록

영어

The purpose of this study is to systematically grasp the consumption trends of halal and vegan among the MZ generation. In addition, this study aims to understand the opinions of the MZ generation on luxury strategies, marketing strategies, and export strategies for halal and vegan. This study was conducted through a focus group, and a total of 12 interviewees expressed their opinions as follows: Interviewees were found to prefer to buy luxurious halal and vegan products because the luxurious image coincides with what they are pursuing. It was also found that they perceived that it is very helpful to get used to halal and vegan products frequently encountered through advertisements featuring celebrities. It was found that a more active advertising strategy was needed for halal and vegan products to have a positive image. Consumers emphasized that in order to purchase halal and vegan products more often, a system that is certified by an accredited organization is necessary. Therefore, it is efficient to build a brand that consumers can trust and actively promote an accredited organization. Understanding the characteristics of the MZ generation and accurately grasping and selling their preferred products are essential for successful management. This study provides useful and practical implications for companies selling halal and vegan products.

목차

ABSTRACT
Ⅰ. Introduction
2. Literature Review
2.1 The Definition and Value Consumption of Vegan and Halal
2.2 MZ Generation Value Consumption Trend
2.3 Accredited Certification Bodies and Systems in Place
3. Methods
4. Results
4.1 Halal and Vegan Advanced Strategies
4.2 Halal and Vegan Marketing Strategies
4.3 Halal and Vegan's Export Strategy
5. Conclusion
References

저자

• Yoo, Sanghun [ Instructor, School of Hotel and Tourism Management, The Hongkong Polytechnic University ]
• Lee, Sanghyeop [ Assistant Professor, Major in Tourism Management, College of Business Administration, Keimyung University ] Corresponding Author

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