그린제품의 속성에 대한 소비자의 태도와 품질 평가: 환경관여도의 조절효과를 중심으로 = Consumer`s Attitude to the Attributes of Green Products and Their Quality Evaluation: Focused on the Moderating Effect of Consumers` Environmental Involvement

다국어 초록 (Multilingual Abstract)

As environmental awareness of consumers heightens, they consider the environmental-friendly aspects and exhibit a high degree of customer loyalty toward green products. The attributes of products and consumers` perception might be important factors that can affect consumers` product quality perception and purchase intention. Nonetheless, there are relatively very few studies that investigate consumers` attitude to the green product attributes - consumers` quality perception relationship. This study examines the relationship between consumers` attitude toward the attributes of green products and their quality evaluation. This research also tests the moderating effect of consumers` environmental involvement on consumers` attitude to the green product attributes-consumers` quality perception relationship. To test the hypotheses, we conducted a survey among female consumers in the Seoul metropolitan area who have purchased eco-friendly dishwashing detergents with environmental labels within the past six months. A total of 510 questionaries were utilized to conduct frequency analysis, reliability test, factor analysis, and structural equation model(SEM) with SPSS 15.0 and AMOS 7.0. The results suggest that consumers` attitude toward the brand, price, environmental label, and ingredient had a significant positive effect on consumers` perceived quality. The relative impact of attitude toward the ingredient on the perceived quality was the largest among the attributes of green products. Consumers` perceived quality had a significant positive effect on satisfaction and loyalty. Satisfaction also had a significant positive effect on loyalty. Furthermore, the results reveal that the positive effects of consumers` attitudes toward the extrinsic attributes - perceived quality relationship were higher for consumers with low level of environmental involvement than those of high environmental involvement group. On the other hand, the positive effect of consumers` attitudes toward a intrinsic attribute - perceived quality relationship were higher for consumers with high environmental involvement than the other group. Based on the results, theoretical and managerial implications are discussed in the last section.

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