Abstract
The purpose of this study is to see what kind of information college/university students usually refer to when they buy food.
In this study the Rogers Measurement of Opinion Leadership Scale applied, and subjects were divided into four groups-l) male opinion leaders, 2)male non-opinion leaders, 3) female opinion leaders, and 4) female non-opinion leaders.
This study revealed the following:
1) The ratio of college/university students who refer to TV and other aids when they are to buy food is very high.
2) Opinion leaders are more and concerned with the safety of food than non-opinion leaders.
3) Male non-opinion leaders and female opinion leaders are more likely to rely on label information than female non-opinion leaders and male opinion leaders are.
