그린소비자의 특성에 관한 연구 = A Study on the Characteristics of the Green Consumer

다국어 초록 (Multilingual Abstract)

Environment problems such as resource depletion, energy shortage and pollution due to mankind's reckless production and consumption have become serious. Therefore, many have called the 1990s as the "Earth Decade", or the decade when environmental-lism emerges as one of the most critical issues facing consumer marketers. The term "Green Marketing" has been coined to describe marketers' attempts to develop strategies targeting the "green consumer".
For green marketing to be effective, it is important to identify green market segmentation, the profile of that segmentation, and the green consumers. For this reasons, this study identifies the profiles of the green consumer through lifestyle analysis. Green marketing strategy means that companies concentrate their resources on the green consumers.
So marketers should specify characteristics of the green consumers to succeed in green marketing strategy. In this article, First, we divided consumers into green consumers and non-green consumers with SRCB scores. Next, factor analysis and a stepwise multiple discriminant analysis was performed using SRCB scores as a dependent variables and 22 lifestyle variables as independent variables.
The results of our survey are summarized as follows :
First, 6 factors(television preference, social activity minded, price conscious residence, emotional consumption, papers preference and so on) were found to be significant life style variables.
Second, as a result of a test of mean difference on lifestyle variables, green consumer were to be more social activity minded and had more television preference than non-green consumers.
However, this study has many limitations such as sampling, lifestyle scale of green consumer, classification of green consumer and non-green consumer.

목차 (Table of Contents)

• Ⅰ. 서 론
• Ⅱ. 그린마케팅 전략의 개발
• Ⅲ. 그린소비자의 특성분석
• Ⅳ. 실증분석의 설계
• Ⅴ. 실증결과의 분석과 시사점
• Ⅵ. 결 론