Junghoon Moon

Biographic Data

ID6306085
NAMEJunghoon Moon
GIVEN NAMESJunghoon
FAMILY NAMEMoon
SIGNATUREMOON J
AFFILIATIONSSeoul National University
ORCID0000-0001-7682-7854
VERIFIEDYes
TOTAL WORKS6
TOTAL CITATIONS3
WORKS AS AUTHOR6
WORKS AS EDITOR0
FIRST PUBLICATION YEAR2019
LATEST PUBLICATION YEAR2025
H-INDEX1

  • Eat alone or eat together? Mitigating compensatory behavior in consumption of vice and virtue foods

    Minji Seo, Nayeong Kim et al.ARTICLEBritish Food Journal2025

    Purpose This article aims to explore the compensatory behaviors associated with the consumption of vice and virtue foods and how these behaviors are moderated by the act of eating alone. Design/methodology/approach A quantitative analysis of food diary data collected from 14,036 South Koreans from March 2019 to November 2022 was employed, using social facilitation theory to investigate how the presence of other people affects compensatory behavio…

  • Contextual factors in selecting added versus naturally occurring sugars on fruit and vegetable beverages

    Open AccessKyounghee Kim, Hyeonjeong Lee et al.ARTICLEBritish Food Journal2025

    Purpose This study examines the consumption of fruit and vegetable (FV) beverages, distinguishing between sugar content, whether from added sugar (AS) or naturally occurring sugar (NOS). While FV beverages are widely perceived as a healthier alternative to other beverages, concerns about their sugar content persist, particularly for AS-sweetened beverages. This study examines the situational contexts (e.g. physical context, social context and tem…

  • The Impact of (Covid)-19 on Beverage Purchasing Behaviors in Korea

    Open AccessHaram Eom, Nayeong Kim et al.ARTICLEAmerican Journal of Health Behavior2023

    Objective: In this study, we examined changes in purchase behavior of alcoholic beverages (ie, soju, beer, wine, traditional Korean liquor, and liquor) and non-alcoholic beverages (ie, fruit and vegetable juices, coffee, tea, bottled water, milk, yogurt, and plant-based milk) before and after the COVID-19 pandemic. Methods: Monthly beverage expenditure data, based on Korean household demographic information, was used for 3 years and 6 months. The…

  • Consumer sophistication as an enhancer of innovation in the food industry

    Open AccessDongmin Lee, Junghoon Moon et al.ARTICLEBritish Food Journal2022

    Purpose Recently, the role of consumers in firms' innovation processes has increased. Prior literature asserts that qualitative aspects of consumers serve as crucial factors shaping the even competitiveness of a specific industry. This study focuses on measuring home demand conditions that enhance local firms' innovation. Design/methodology/approach The present study describes the development of a 12-item measure to assess consumer sophistication…

  • The impact of formulation change and R&D cooperation types on the eWOM of extension products

    Open AccessNayeong Kim, Jihee Hwang et al.ARTICLEBritish Food Journal2020

    Purpose The purpose of this paper is to investigate the effect of formulation categories (parent brand and extension product) and research and development (R&D) cooperation types on electronic word-of-mouth (eWOM) volume for extension products. Design/methodology/approach This study uses data from 109 extension products in the Korean dessert market whose formulations were changed between 1 February 2014 and 19 February 2019. The formulation categ…

  • The effect of agritourism experience on consumers’ future food purchase patterns

    Open AccessSumin Kim, Su-Min Kim et al.ARTICLETourism Management2019Cited by: 3References: 49