환경친화적 행동의 영향요인 분석 -합리적 행동이론(TRA)의 관점에서- = Factors Influencing on the Pro-environmental Behavior - From the Viewpoint of TRA -

다국어 초록 (Multilingual Abstract)

In this study we tested the ability of the theory of reasoned action to predict the consumer's pro-environmental behavior. The personnel interest, public interest for the society, internal motivation, external motivation, pro-environmental attitude, subjective norms, and behavioral intention were used to predict the consumer's pro-environmental behavior. We examined our model by the empirical data. The sample pool was composed 539 man and woman. Statistics used for data analysis were Factor Analysis, Correlation Analysis and Reliability Analysis.
Research shows the following results:
1) The personnel interest and public interest for the society influences the pro- environmental attitude.
2) The subjective norms are influenced by the internal and external motivation.
3) The pro-environmental attitude and subjective norms influences the consumer's pro-environmental behavior through the medium of behavioral intention.
These findings will help the government officials and NGO agents to design the environment policy.

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