친환경농산물 선택기준이 구매의도에 미치는 영향 : 소비자 태도와 신뢰의매개, 조절효과를 중심으로 = Effects of Selection Criteria for Eco-Friendly Agricultural Products on Purchase Intention

다국어 초록 (Multilingual Abstract)

Purpose- This study investigated the effects of consumers'selection criteria for environment-friendly agricultural products on purchase intention and the effects of consumers' attitudes and the reliability of environment-friendly agricultural products on purchase intention by using the theory of planned behavior.
Subjective norms of variables of behavioral intention, attitudes toward behavior and control of the behavior were used to create selection criteria, consumers' attitudes and reliability of environment-friendly agricultural products. The study investigated the effects of consumers' selection criteria, attitudes, and reliability of environment-friendly agricultural products on purchase intention constructing models and hypotheses of mediation and moderation between selection criteria for agricultural products and purchase intention by consumers' attitudes and reliability.
Research design, data, and methodology- The findings were as follows: first, consumers' selection criteria for environment-friendly agricultural products had a significantly affirmative influence upon purchase intention. Health was the most important factor of selection criteria convenience was more important than quality and familiarity was next. Consumers' attitudes and trust had a significant influence on purchase intention. Second, testing showed that consumers' attitude and trust partially mediated selection criteria: sub-factors and purchase intention were important in selection criteria. Third, testing showed that consumers' attitude and trust had a significant moderation effect between selection criteria and purchase intention. In the test of the moderation effect between sub-factors of selection criteria and purchase intention, consumers' attitude had a significantly positive influence upon health, convenience, and familiarity, and had no significant influence upon quality and purchase intention. Consumers' trust had no significant influence upon health, convenience, and quality.
Results- The study provided several theoretical implications:first, an empirical analysis was undertaken with selection criteria for environmental-friendly agricultural products, consumers' attitude, and trust to investigate subjective norms, attitude toward behavior and control of behavior based on the theory of planned behavior. Second, this study investigated both the mediation effect and moderation effect of consumers' subjective norms on attitudes toward behavior, the mediating effects of perceived behavior control and changes of behavioral intention depending upon size and direction of the variables. This study also provided several practical implications.
Conclusions- First, consumption of environment-friendly agricultural products did not increase despite rapid increase of production therefore, promotion of consumption and distribution was needed considering the supply and demand of the products. Second, definite standards for selection criteria were suggested to build up consumers' attitude and trust. Consumers' attitude could be improved by factors including the brand of environment-friendly agricultural products, consistent quality, solving physiological problems caused by adverse effects of environmental problems, supplementary approaches, treatment of adverse effects by eating food, and the development and supply of products in accordance with changes of lifestyle. Finally, consumers' demand for sub-factors of selection criteria could be much higher than health, convenience, and quality of the products. Therefore, a process was needed that could continuously check consumers' needs for the products. Limitations were described at the end of the study.

참고문헌 (Reference)

1 윤성욱, "환경지식이 환경친화적 소비행동에 미치는 영향에 관한 연구" 한국마케팅관리학회 11 (11): 131-147, 2006

2 홍일유, "인지된 위험의 유형이 소비자 신뢰 및 온라인 구매의도에 미치는 영향" 한국경영정보학회 21 (21): 1-25, 2011

3 김미송, "소비자 특성과 소비자 신뢰가 친환경농산물의 구매의도에 미치는 영향 분석" 한국유통과학회 11 (11): 45-53, 2013

4 이명진, "보험사기행동모형 개발에 관한 실증적 연구" 한국IT서비스학회 6 (6): 1-18, 2007

5 김금미, "남성의 성평등 의식 예언을 위한 모형 통합：사회정체성이론과 계획된 행동이론을 중심으로" 한국사회및성격심리학회 22 (22): 133-155, 2008

6 박소진, "건강동기와 환경에 대한 관심이 유기농 식품 선택에 미치는 영향 연구" 한국소비문화학회 10 (10): 107-126, 2007

7 유명근, "가맹본부에 대한 신뢰와 공정성이 관계만족과 장기적 결속에 미치는 영향" 한국유통과학회 11 (11): 25-34, 2013

8 Kim, Dong-Hwan, "Winning of your agri-food product relies upon marketing" HNCOM 2009

9 Lee, W. H., "Understanding the Impact of Ecotourism Resort Experiences on Tourist’s Environmental Attitudes and Behavioral Intentions" 13 (13): 546-565, 2005

10 Ajzen, I., "Understanding Attitude and Predicting Social Behavior" Prentice-Hall 1980

11 Lewis, J. D., "Trust as Social Reality" 63 : 967-985, 1985

12 Hosmer, L. T., "Trust : The Connecting Link Between Organizational Theory and Philosophical Ethics" 20 : 379-403, 1995

13 Lam, T., "Theory of Planned Behavior : Potential Travelers from China" 28 (28): 463-482, 2004

14 Terry, D. J., "The theory of Planned Behavior : The Effects of Perceived Behavioral control and Self-efficacy" 34 : 199-220, 1995

15 Ajzen, I., "The theory of Planned Begavior" 50 : 179-211, 1991

16 Youn, Seok-Won, "The structure of production, consumption and distribution for organic agricultural products" Ministry of Agriculture and Forestry 1999

17 Baron, R. M., "The moderator–mediator variable distinction in social psychological research : Conceptual, strategic, and statistical considerations" 51 (51): 1173-1182, 1986

18 Black-Gutman, D., "The Relationship Between Racial Attitudes and Social-cognitive Development in Children : An Australian Study" 32 (32): 448-456, 1996

19 Kumar, N., "The Power of Trust in Manufacturer-retailer Relationships" 74 : 92-106, 1996

20 Baldassare, M., "The Personal threat of Environmental Problems as a Predictor of Environmental Practices" 24 : 602-617, 1992

21 Allrort, G. W., "The Historical Background of Modern Social Psycholoy, In Handbook of Social Psychology" Addison-Wesley 1-80, 1968

22 Tilikidou, I., "The Effects of Knowledge and Attitudes upon Greeks’Pro-environmental Purchasing Behaviour" 14 : 121-134, 2007

23 Magistris, T. D., "The Decision to buy Organic Food Products in Southern Italy" 110 (110): 929-947, 2008

24 Morgan, R. M., "The Commitment-trust Theory of Relatonship Marketing" 58 (58): 20-38, 1994

25 Chaudhuri, A., "The Chain of Effects from Brand Trust and Brand Affect to Brand Performance : The Role of Brand Loyalty" 65 (65): 81-93, 2001

26 Magrath, A. J., "The 6 Imperatives of Marketing" Amacom Averican Management Association 1992

27 Bandura, A., "Self-efficacy : Toward a Unifying Theory of Behavioral Change" 84 : 191-215, 1977

28 Pham, M. T., "Representativeness, Relevance, and the Use of Feelings in Decision Making" 25 : 144-159, 1998

29 Kassarjian, H. H., "Personality and Consumer Behavior : A Review" 8 : 409-418, 1971

30 Ajzen, I., "Perceived Behavioral Control, Self-efficacy, Locus of control, and the Theory of Planned Behavior" 32 (32): 1-20, 2002

31 Ajen, I., "Nature and Operation of Attitudes" 52 : 27-58, 2000

32 Lasser, W., "Measuring Customer-based Brand Equity" 12 (12): 11-19, 1995

33 Jöreskog, K. G., "Lisrel V. User’s Guide" National Educational Resources 1981

34 Reynolds, T. J., "Laddering theory, method, analysis, and interpretation, In Understanding consumer decision making: The means-end approach to marketing and advertising strategy" Lawrence Erlbaum Associates 25-62, 2001

35 KB Financial Group Management Institute, "KB daily Knowledge vitamin: Eco-friendly, organic understanding of trends" 1-4, 2012

36 Nunnally, J. C., "Introduction to Psychological Measurement" McGraw-Hill 1978

37 Stanovich, K. E., "Individual Differences in Reasoning : Implications for the Rationality Debate?" 23 : 645-726, 2000

38 Rotter, J. B., "Generalized Expectancies for Interpretation Trust" 26 : 443-452, 1971

39 Ajzen, I., "From Intentions to Actions: A theory of Planned Behavior, In Action-control: From cognition to behavior" Springer 1-39, 1985

40 Prescott, L. M., "Food and Industrial Microbiology, In Microbiolohy" The WCB McGraw-Hill companies 2002

41 Palmatier, R. W., "Factors Influencing the Effectiveness of Relationship Marketing : A Meta-analysis" 70 (70): 136-153, 2006

42 Ottman, R., "Epidemiologic Analysis of Gene-environment Interaction in Twins" 11 : 75-86, 1994

43 Epstein, H. E., "Ecological Responses of Dominant Grasses Along Two Climatic Gradients in the Great Plains of the U.S" (7) : 777-788, 1996

44 Jolly, D., "Differences Between Buyers and Non-buyers of Organic Produce and Willingness to Pay Organic Price Premiums" 9 (9): 97-111, 1991

45 Stepote, A., "Development of an Measure of the Motives Underlying the Selection of Food : The Food Choice Questionnaire" 25 : 267-284, 1995

46 Ganesan S., "Determinants Long-term Orientation in Buyer-seller Relationship" 5 : 1-19, 1994

47 Mowen, J. C., "Customer Behavior : A Framework" Prentice-Hall 1997

48 Kim, Chang-Gil, "Consumer preferences for agricultural products and purchase eco-friendly behavior" korea rural economic institute 2005

49 Lim, Jong-One, "Consumer behavior: Understanding of the strategic use of marketing" Kyeong Mun Sa 2008

50 Jarvenpaa, S. L., "Consumer Trust in an Internet store" 1 (1): 45-71, 2000

51 Gotlieb, J. B., "Consumer Satisfaction and Perceived Quality : Complementary or Divergent Constructs?" 79 (79): 875-885, 1994

52 Lee, Hak-Shik, "Consumer Behavior" Beopmunsa 2006

53 Park, Se-Bum, "Consumer Behavior" Book Net 2009

54 Engel, J., "Consumer Behavior" The Dryden Press 1995

55 Beharrel, B., "Consumer Attitudes to Organic Foods" 93 (93): 25-30, 1991

56 Chen, M. F., "Consumer Attitudes and Purchase Intentions in Relation to Organic Food in Taiwan: Moderating Effects of Food-related Personality Trait" 18 (18): 1008-1021, 2007

57 Lockie, S., "Choosing Organics : A Path Analysis of Factors Underlying the Selection of Organic Food among Australian Consumers" 43 : 135-146, 2004

58 Hoffman, D. L., "Building Consumer Trust Online" 42 (42): 80-85, 1999

59 Ajzen, I., "Attitudinal and Normative Variables as Predictors Of Specific Behaviors" 27 : 41-57, 1973

60 Mayer, R. C., "An Integrative Model of Organizational trust" 20 : 709-734, 1995

61 Schwepker, C, H., "An Examination of Ecologically Concerned Consumers and Their Intention to Purchase Ecologically Packaged Products" 10 (10): 1-25, 1991

62 Doll, J., "Accessibility and Stability of Predictors in the Theory of Planned Behavior" 63 (63): 754-776, 1992

63 Manfredo, M., "A Model for Assessing the Effects of Communication on Recreationists" 23 : 1-20, 1991

64 Vlosky, R. P., "A Conceptual Model of US Consumer Willingness-to-pay for Environmentally Certified Wood Products" 16 (16): 122-136, 1999