학력

• 서울대학교 농경제사회학부 (박사)
• 서울대학교 농경제사회학부 (석사)
• 고려대학교 식품공학/경영학 (학사)

경력

• (現) 강릉원주대학교 해양바이오식품학과 해양식품융합전공 부교수
• 서울대학교 농업생명과학연구원 선임연구원
• ㈜지역아카데미 연구원

강의 교과목

• 학부 : 식품마케팅학, 외식산업론, 식품유통학, 농식품소비자분석론, 전자상거래론, 농식품산업전략론
• 대학원 : 농식품소비자분석특론, 농식품연구방법론

학술 활동 - (1) Publications

• Lee, H., Lee, D., Choi, J.W., & Moon, J. “Understanding the Consumption of Plant-Based Drink in South Korea: Drinking Situations and Food Pairings,” Journal of International Food & Agribusiness Marketing (SCOPUS), Forthcoming.
• Lee, H., Lee, D., & Moon, J. (2024). “Purchasing vegan latte or plant-based latte: label communications toward sustainability,” International Food and Agribusiness Management Review (SCIE), 27(4), p786-814.
• Kim, N., Lee, D., Cho, S., & Moon, J. (2023). “The effect of exclusive distribution on the sales of ready-made meals in online retail,” Journal of Retailing and Consumer Services (SCIE), 75, 103505
• Ahn, J., & Lee. D. (2023). “A Study on Consumer Purchase Behavior and Expected Taste in Fresh-Cut Fruits and Vegetables,” Food Engineering Progress (SCOPUS), 27(1), pp40-46.
• Lee, D., Moon, J., & Jeong, J. (2022) “Consumer sophistication as an enhancer of innovation in the food industry: measurement development and validation,” British Food Journal (SCIE), 124(11), pp. 3803-3820.
• Park, Y., Lee, D., Jeong, J., & Moon, J. (2022) “Adding fun or function: Considering new product formulations for market expansion with a focus on hangover solutions,” Journal of Sensory Studies (SCIE), e12790.
• Lee, D. (2022) “Effects of Food Cooperative Membership on What Consumers Buy and Where They Buy: Evidence from Korean Household Panel Data 2015–2019,” Sustainability(SSCI), 14(19).
• Eom, H., Lee, D., Cho, Y., & Moon, J. (2022) “The association between meal regularity and weight loss among women in commercial weight loss programs,” Nutrition Research and Practice (SCIE), 16(2), pp. 205-216.
• 배수린, 김남희, 최훈석, 이동민(교신저자) (2021) “심적 시뮬레이션 유형이 신소재 차의 구매의도와 기대가격에 미치는 영향: 황장목 차를 중심으로”, 한국차학회지(KCI등재), 27(3), pp.51~57.
• 엄하람, 황지희, 박나현, 문정훈, 이동민(교신저자) (2021) “국내 밀키트(Meal-Kit) 신제품 개발 및 상품화 전략을 위한 탐색적 연구: 시점별 밀키트 제품 특성 분석을 중심으로”, 한국조리학회지(KCI등재), 27(6), pp.15~32.
• 황지희, 엄하람, 이동민(교신저자), 문정훈 (2021) “밀키트 선택속성이 내식/외식 컨셉의 밀키트 제품 구매의사에 미치는 영향”, 한국콘텐츠학회지(KCI등재), 21(3), pp.352~363.
• Kim, N., Hwang, J., Lee, D., Jeong, J., & Moon, J. (2020) “The Impact of Formulation Change and R&D Cooperation Types on the eWOM of Extension Products,” British Food Journal (SCIE), 122(9), pp. 2851-2866.
• Park, Y., Lee, D., Park, S., & Moon, J. (2020) “Factors Influencing Purchase Intention for Low-Sodium and Low-Sugar Products,” Foods (SSCI), 9(3), pp. 351-367.
• Shin, H., Lee, D., Lim, J., & Moon, J. (2020) “The Causes of Guilt in Ready-meal Users: A Focus on Cooking Instructions and Consumers’ Health Locus of Control,” Asia Marketing Journal (KCI), 21(4), pp. 25-43.
• Lee, D., Ryu, M., & Moon, J. (2019) “The effects of extrinsic cues on online sales of fresh produce: a focus on geographical indications,” Cahiers Agriculture (SSCI), 28(13)
• Kim, S., Lee, S.K., Lee, D., Jeong, J., & Moon, J. (2019). “The effect of agritourism experience on consumers’ future food purchase patterns,” Tourism Management (SSCI), 70, pp. 144-152.
• 김수민, 이동민(교신저자), 문정훈(2018), “프랑스의 지역별 토종닭과 인증제도에 대한 연구,” 한국가금학회지 (KCI등재), 45(1), pp.41-51.
• Kang, H., Joo, H-H., Choi, K-D., Lee, D. (Corresponding Author) & Moon, J. (2017). “Complementarity in dietary supplements and foods: are supplement users vegetable eaters?” Food & Nutrition Research (SCIE), 61(1)
• Lee, D., Moon, J., Choe, Y-C. & Jeong, J. (2016). “Impacts of Socially Responsible Corporate Activities on Korean Consumers’ Corporate Evaluations in the Agrifood Industry,” Sustainability (SSCI), 8(12), pp. 1292.
• Lee, D., Moon, J., Jo, D. & Rhee, C. (2016). “The effect of visual and auditory elements on wine ordering behavior,” International Journal of Hospitality Management (SSCI), 55(May), pp. 11-15.
• Lee, D., Jeong, H., Cho, J., Jeong, J., & Moon, J. (2015). “Grocery Shopping via T-Commerce in Korea: New Shopping Channel Adoption Behavior Based on Prior E-Commerce Experience,” International Food and Agribusiness Management Review (SCIE), 18(2), p1-16.
• Lee, D., Moon, J., Cho, J., Kang, H-G. & Jeong, J.(2014), “From corporate social responsibility to creating shared value with suppliers through mutual firm foundation in the Korean bakery industry: a case study of the SPC Group”, Asia Pacific Business Review (SSCI), 20(3), pp. 461-483.
• 강충한, 이동민, 문정훈(2014), “농촌을 대상으로 한 공유가치창출(CSV) 활동의 유형화,” 벤처창업연구 (KCI등재), 9(6), pp.171-181.
• 조종표, 이동민, 정재석, 문정훈(2014), “소비자의 맥주 맛 선호 요인과 태도 변화: 국내 소비자의 해외 맥주 선호 현상을 중심으로,” 외식경영연구 (KCI등재), Vol. 17, No.3, pp. 7-30.

학술 활동 - (2) 저ㆍ역서

• 이동민, 문정훈 외 8인. “농업인을 위한 국내외 농식품 마케팅 사례”, 농촌진흥청 (2023)
• 문정훈, 엄하람, 김나영, 이동민, 서울대학교 푸드비즈니스랩. “2024 푸드 트렌드”, 식품저널 (2023)
• 문정훈, 이동민, 김나영, 엄하람, 이현정, 서울대학교 푸드비즈니스랩. “2023 푸드 트렌드”, 식품저널 (2022)
• 문정훈, 이동민, 박서영, 엄하람, 서울대학교 푸드비즈니스랩. “푸드 트렌드 2022”, 식품저널 (2021)
• 문정훈, 이동민, 엄하람, 서울대학교 푸드비즈니스랩. “푸드 트렌드 매거진 No. 4 집밥2.0”, 이김 (2020)
• 문정훈, 이동민, 서울대학교 푸드비즈니스랩. “푸드 트렌드 매거진 No. 3 뉴밀리어”, 이김 (2019)
• 문정훈, 이동민, 서울대학교 푸드비즈니스랩. “푸드 트렌드 매거진 No. 2 펀슈머”, 이김 (2019)

학술 활동 - (3) Presentations

• Lee, D., & Moon, J., “The effect of smart retail technology on agri-food product innovation: a case study of Market Kurly”, 31th Auto-ID Labs Asia Workshop 2023 in Korea, Nov 17-18, 2023, Pusan, Korea.
• Han, Y., Kim, N., Lee, D., & Moon, J., “The impact of ready-to-eat and hedonic food consumption propensity on the purchase of minimally processed spice vegetables“, 15th Pangborn Sensory Science Symposium, Aug 23-24, 2023, Nantes, France.
• 한지현, 이동민. “The Effect of Food Neophobia and Length of Ownership on Pet Food Buyers' Intention to Purchase Edible Insect-Containing Pet Food”, 2023 (사)한국산업식품공학회 춘계 정기총회 및 학술대회, Apr 27-28, 2023, Gangneung, Korea.
• 황현우, 최서윤, 조혜연, 이목희, 이동민. “A Study on Consumer Purchasing Behavior for Kiwifruit in Korea Based on Sensory Preferences”, 2023 (사)한국산업식품공학회 춘계 정기총회 및 학술대회, Apr 27-28, 2023, Gangneung, Korea.
• Lee, H., Lee, D., & Moon, J., “Factors influencing the intention to purchase plant-based lattes: the moderating effect of labeling”, 2021 GFMC/KSMS, Nov 5-7, 2021, Korea (Online)
• Lee, J., Moon, J. & Lee, D., “The influence of celebrities on followers’ vegetarian food purchase”, 2021 GFMC/KSMS, Nov 5-7, 2021, Korea (Online)
• 윤은솔, 이동민(2021), “차(茶) 소비자 음용행태 및 특성 비교 분석”, 2021년도 한국급식외식위생학회 추계학술대회, Oct 29, 2021, Korea (Online).
• Lee, D., Moon, J., & Jeong, J. “The Effect of Consumer Sophistication on Flavor- and Texture-Variety Choice Behavior,” Eurosense 2018, Sep 2-5, Verona, Italy.
• Lee, D., Moon, J., Jeong, J., & Ahn, H-K. “Consumer sophistication as the enhancer of innovation: Measurement development and validation,” 2018 AMA Summer Academic Conference, Aug 8-12, Boston, USA.
• Kim, K., Lee, D., Jeong, J., & Moon, J. “How Watching Cooking Shows Affects Grocery Purchase Patterns,” 2018 AMA Summer Academic Conference, Aug 8-12, Boston, USA.
• 손익재, 이미영, 윤은경, 김의수, 김지현, 문정훈, 이동민. “급식분야 나트륨 주요 급원 식자재(김치, 장류)의 저감화 목표치 적용 효과,” 2017 KFN International Symposium and Annual Meeting, Nov 8-10, Gyeongju, Korea.
• Lee, D., & Moon, J. “The Effect of Subscription Membership Marketing on Health-Related Food Purchase Behavior,” 2017 Summer AMA Conference, Aug 4-6, San Francisco, USA.
• Lee, D., Moon, J., Lagnevik, M., & Maccaferri, S. “Location choice for agrifood companies based on regional demand conditions,” 2017 Summer AMA Conference, Aug 4-6, San Francisco, USA.
• Kim, S., Lee, D., Lee, S., & Moon, J. “Effect of agritourism on consumers’ grocery purchase patterns,” 2017 Summer AMA Conference, Aug 4-6, San Francisco, USA.
• Lee, D., Moon, J., Ryu, M-H., & Jeong, J. “The impact of geographical origin information of fresh produce on sales performance in an online marketplace,” 2017 EFITA WCCA Congress, July 2-6, Montpellier, France.
• Lee, D., Kang, C., Moon, J., & Rhee, C., “Impact of ICT Investment in the Agriculture Industry,” Post-ICIS 2016 LG CNS/KrAIS Workshop, Dec 14, 2016, Dublin, Ireland.
• Lee, D., Kang, C., Moon, J., & Rhee, C., “Impact of IT Investment Portfolio in Agricultural Corporations,” WCCA·AFITA 2016, Jun 21-24, 2016, Suncheon, Korea.
• Lee, D., Moon, J., Rhee, C., Cho, D. & Cho, J., “The effect of visual and auditory atmospheric elements on wine ordering in the restaurant," 2nd International Conference on Food Design, Nov 5-7, 2015, New York, USA.
• Kim, N., Lee, D., Moon, J., Choe, YC. & Jeong, J., “Does Being Left Out Cause Obesity? The Influence of Social Exclusion on Consumers’ Food Decisions,” 2014 Summer Marketing Educators Conference, Aug. 1-3, 2014, San Francisco, USA.
• Lee, D., Yeo, E., Moon, J. & Jeong, J., “The Impact of Voice Style on Persuading Consumer,” SCP Winter Conference, Mar 06-08, 2014, Miami, USA.
• Park, S., Lee, D., Lee, S., & Moon, J.,"The effect of chronic diseases on consumers' grocery purchase patterns", EUROSENSE 2020: 9th European Conference on Sensory and Consumer Research, Dec 13-16, 2020, Rotterdam, The Netherlands (Online)