2015 개정 실과교육과정 내 친환경 미래 농업 내용에 대한 초등교사의 지식, 기술, 태도

김민석,곽혜란,장유진 한국실과교육연구학회 2019 實科敎育硏究 Vol.25 No.3

The purpose of this study was to analyze the curriculum about environmentally-friendly Future Agriculture in 2015 Revised Practical Arts Curriculum, to analyze the correlation between knowledge, technique, and attitude of elementary school teachers who operate and instruct curriculum, and to suggest the basic directions for practical arts education to carry out experience-oriented practices. This study conducted a frequency analysis to identify the general characteristics of the research subjects and investigated on the correlation between elementary school teachers’ knowledge, technique, and attitude toward the environmentally-friendly Future Agriculture in 2015 Revised Practical Arts Curriculum. This study derived following conclusion from integration of above research results. First of all, it was necessary to strengthen education on environmentally-friendly Future Agriculture for elementary school teachers to improve their knowledge on environmentally-friendly Future Agriculture. The training on environmentally-friendly Future Agriculture and various experience opportunities should be arranged for elementary school teachers consistently to enhance elementary school teachers’ professionalism on the environmentally-friendly Future Agriculture. Secondly, it was necessary to develop various teaching and learning methods and materials related to practicing and experiencing environmentally-friendly Future Agriculture education in real life to find ways to utilize the method and materials at schools. Third, elementary school teachers should provide a systematic education on environmentally-friendly Future Agriculture by reflecting ‘Sustainability’ and ‘Agricultural Experience’ emphasized at 2015 Revised Practical Arts Curriculum. This study verified that knowledge, technique, and attitude toward environmentally-friendly Future Agriculture had significant correlation. This holds significance as it identified that positive attitude toward agricultural education is formed and instructional will appears when the elementary school teachers realize the importance and value of environmentally-friendly Future Agriculture with proper awareness. Thus, the elementary school teachers should make various attempts to improve knowledge and technique on environmentally-friendly Future Agriculture. 이 연구의 목적은 2015 개정 실과교육과정 내 친환경 미래 농업에 대한 교육과정 내용을 분석하고, 실제 교육과정을 운영 및 지도하는 초등교사의 친환경 미래 농업에 대한 지식, 기술, 태도에 대한 교사의 인식을 알아보아 이를 현장에서 실천하기 위한 실과교육의 방향을 제안하고자 하는데 있다. 또한 2015 개정 실과교육과정 내 친환경 미래 농업에 대한 교육과정 내용, 초등교사의 배경변인 및 교양농업교육과 관련된 경험의 유무에 따른 친환경 미래 농업에 대한 지식, 기술, 태도 수준과 이들 간의 상관관계를 알아보고자 하였다. 이를 위해 문헌분석과 설문조사를 활용한 양적연구를 실시하였으며 2015 개정 실과교육과정 내 친환경 미래 농업과 관련 있는 영역, 핵심개념, 성취기준 및 내용을 분석하였다. 서울 및 경기도에 재직 중인 초등교사 43명을 임의표집하여 온라인 설문조사를 실시한 결과, 배경변인에 따른 친환경 미래 농업에 대한 초등교사의 태도 수준의 차이는 교직경력, 실과 전공 유무, 실과 교과 지도 경험 유무에서 유의미하게 나타났다. 교직경력이 10년 이상일수록, 실과를 전공한 교사일수록, 실과를 지도한 경험이 있는 교사일수록 친환경 미래 농업의 중요성을 높게 지각하고 있다는 것을 알 수 있었다. 친환경 미래 농업 내용에 대한 지식과 기술, 친환경 미래 농업 내용에 대한 지식과 태도, 친환경 미래 농업 내용에 대한 기술과 태도는 각각 유의미한 상관관계가 있었다. 상관분석결과, 친환경 미래 농업 내용에 대한 기술과 태도의 모든 하위요인 영역에서 정적인 상관관계가 있는 것으로 분석되었으며 태도의 하위요인 중 미래 농업이 적용된 도시의 변화에 있어 가장 큰 관련이 있는 것으로 나타났다. 이러한 결과를 종합하여 얻은 결론은 다음과 같다. 첫째, 초등교사를 상대로 친환경 미래 농업 관련 교육 강화를 통해 친환경 미래 농업과 관련된 교사의 지식수준 향상을 위해 친환경 미래 농업과 관련된 연수 및 체험의 다양한 기회를 마련하여 지속적인 전문성 신장방안을 마련해야 할 것이다. 둘째, 실생활에서 실천하고 체험할 수 있는 친환경 미래 농업교육과 관련된 다양한 교수학습 방법 및 교수학습 자료를 개발하여 학교 현장에서 적극적으로 활용할 수 있는 방안을 모색해야 할 것이다. 셋째, 초등교사 양성 기관의 교육과정에 2015 개정 실과교육과정 내 친환경 미래 농업에서 강조하는 ‘지속가능’, ‘농업체험’ 등을 반영하여 체계적인 친환경 미래 농업 교육이 이루어져야 할 것이다. 본 연구에서는 친환경 미래 농업에 대한 지식, 기술, 태도 간 유의미한 영향을 미친다는 사실을 확인하였으며 이는 초등교사가 친환경 미래 농업에 대한 중요성과 의의를 깨닫고 정확한 인식이 있을 때 농업교육에 관한 긍정적인 태도가 형성되고, 수업의지로 발현됨을 밝혀냈다는 것에 의의가 있다. 따라서 학교 현장에서는 교사들이 친환경 미래 농업과 관련하여 지식, 기술을 증진시키기 위해 다양한 시도가 이루어져야 할 것으로 보인다.

친환경농산물의 구매요인이 재구매의사에 미치는 영향

임해진(Hae-Jin Lim),이윤보(Yoon-Bo Lee),김윤두(Youn-Doo Kim) 한국산업경제학회 2013 산업경제연구 Vol.26 No.6

가계의 소득확대와 식품에 대한 안정성 요구가 증대됨에 따라 친환경농산물에 대한 관심이 크게 증가하였다. 이에 본 연구에서는 친환경농산물의 구매요인인 인지도, 건강관심도, 환경관심도가 친환경농산물 재구매의사에 미치는 영향을 분석하고자 하였으며, 친환경농산물의 신뢰도가 구매요인과 재구매의사 간 매개효과를 하는지 확인하고자 하였다. 특히, 자녀의 친환경학교급식 경험여부를 간접경험이라 정의하고 이러한 간접경험이 친환경농산물 구매에 통계적 유의성을 나타내는지 확인하고자 하였다. 분석결과 친환경농산물 인지도 및 환경관심도는 재구매의사에 긍정적인(+) 영향을 미치는 것으로 나타났으며, 친환경농산물의 신뢰도가 이들 간 매개효과로써 역할을 하고 있었다. 반면, 건강관심도는 선행연구의 결과와 달리 친환경농산물 재구매의사에 유의하지 않은 것으로 나타났으며 이는 최근 친환경농산물에 대한 불신 및 불안전성이 제기되는 사건들이 빈번히 발생함으로써 건강관심도가 높은 집단이 보다 민감하게 받아들인 결과에서 기인한 것으로 판단된다. 또한 자녀를 통해 친환경학교급식을 간접경험한 집단은 그렇지 못한 집단에 비해 상대적으로 재구매의사가 높게 나타나 유의적 차이가 검증되었다. Due to increase in household income and demand for food safety, attention given to environmentally-friendly agricultural products has augmented. Thus, this research has attempted to analyze the impact that levels of awareness, health concern, and environment concern, which are reasons for purchasing environmentally-friendly agricultural products, have on intent to re-purchase them; also, it aimed to confirm whether the reliability of environmentally-friendly agricultural products acts as a mediator between reason for initial purchasing and intent to re-purchase. Moreover, defining children"s environmentally-friendly school lunch experience as indirect experience for the parents, the research strived to identify whether such indirect experience poses any statistical significance on purchasing environmentally-friendly agricultural products. The analysis showed that the levels of awareness and environmental concern on environmentally-friendly agricultural products have positive influence on intent to re-purchase them, their reliability acting as a mediator between them. However, contrary to the results of the preceding research, level of health concern appeared to have little significance on intent to re-purchase environmentally-friendly agricultural products; the reason for this is presumed to be sensitive reaction from the health-conscious group due to recently recurrent events that suggest mistrust and unsafety of environmentally-friendly agricultural products. Furthermore, the group who had indirect experience through their children"s environmentally-friendly school lunch displayed greater intent to re-purchase the products, confirming a significant difference.

친환경농산물 학교급식에 대한 학부모의 반응 및 친환경농산물 소비확대 의향 분석

김호,전두철 한국유기농업학회 2013 韓國有機農業學會誌 Vol.21 No.1

As a result of analysis on situations of environment-friendly school meals, it was obtained that student"s parents were interested in food safety and the importance of sanitary supervision. Many parents responded that environment-friendly school meals increased the health and eating habits of their children. The higher and higher educated parents responded that environment-friendly school meals effected on the children’s health positively. Also, the higher educated parents responded that environment-friendly school meals effected on the children’s eating habits positively. After the environment-friendly school meals, the item increase to purchase was vegetables by 25% of the consumers who purchase environment-friendly agri-products. The second and third increasing items were respectively fruits and rice. When environment-friendly agri-products were consumpted and influenced positively through school meals, the consumption of environment-friendly agricultural products will be increased. The expansion of environment-friendly school lunch program cannot bring the consumption expansion of environment-friendly agri-products immediately. However, when the persistent promotion and student"s parents confidence on environment-friendly agri-products were accumulated and experienced positive effects through school meals, it will give a positive effect on the consumption of environment-friendly agr-products.

친환경 패션 마케팅 믹스 전략 연구

김민경 ( Min Kyung Kim ),유지헌 ( Ji Hun Yu ) 복식문화학회 2011 服飾文化硏究 Vol.19 No.3

Environmental protection has become more important than ever because of increasing environmental pollution and abnormal climatic changes caused by the depletion of resources from industrial activities. Fashion products can create various environmental pollutants during the production process. Since they are in direct contact with the body, the environment-friendly features for the fashion industry will become increasingly important and the necessity to execute a detailed study regarding the environment-friendly fashion marketing will also become increasingly important. The purpose of this study was to segment the levels of environment-friendly fashion marketing mixes, that analyze the relationship between consumer decision-making factors and purchasing intentions. We propose effective several marketing strategies. A total of 457 questionnaires were analyzed using frequency analysis, t-tests, correlation analysis, regression analysis, and ANOVA in SPSS. The results are as follows: First, environment-friendly fashion products were segmented into four groups, environment-friendly materials, environment-friendly production, environment-friendly management, and recycling/ disuse of products. Second, the promotion of environment-friendly fashion products were highly ranked, followed by materials used, distribution methods, and production management. Third, women considered usage, management, and price for environment-friendly fashion products as more important than men did. Finally, a total of 39.4% of the respondents had purchased environment-friendly fashion products, with a preference to buy environment-friendly underwear, outerwear, bags, shoes, and accessories. By establishing and executing the environment-friendly fashion marketing mixes, fashion companies execute successful marketing activities in both domestic and international markets.

연구논문 : 유치원 친환경급식 실시에 따른 학부모의 인식도 및 유아의 식행동

배지원 ( Ji Won Bae ),오명숙 ( Myung Suk Oh ) 한국식생활문화학회 2012 韓國食生活文化學會誌 Vol.27 No.6

This study was conducted to investigate the differences in households, parental perception, and dietary behaviors of preschool children from kindergartens with environment-friendly food service (environment-friendly food service group; EFG) versus children from kindergartens with general food service (general food service group; GFG). We sought this basic information to examine the impact of environment-friendly agricultural products in preschool food services. Age, education level, and monthly family income of the EFG were significantly higher than the GFG. The frequency of purchasing environment-friendly agricultural products was significantly higher in the EFG than the GFG, with the most frequently purchased items in both groups being vegetables. The GFG had a significantly higher perception than the EFG in the superior quality of environment-friendly agricultural products; however, a greater proportion of the GFG than the EFG thought environment-friendly products were too expensive. The most frequent reason for purchasing environment-friendly agricultural products in both groups was safety. When purchasing environment-friendly agricultural products, the most important selection factor for the majority of both groups was the label certifying quality assurance. Both groups also considered price reduction as essential for promoting environment-friendly agricultural products. In regard to parental perceptions on food service in kindergarten, the EFG had a significantly higher satisfaction with the nutritional adequacy of the menu compared 10 the GFG. Both groups considered food safety and health as primary reasons for using environmentfriendly foods in the preschool food service, with a greater proportion of the EFG than the GFG responding this way. There were significant differences between the EFG and GFG, as the main satisfaction from using environment-friendly foods in the EFG was safety, freshness, and good hygiene, whereas the main satisfaction in the GFG was a good food service menu, freshness and good hygiene, Dietary behaviors of preschool children in the EFG were also significantly superior to the GFG. Thus, environment-friendly agricultural products have positive effects on the dietary behaviors of preschool children and should be increased in the preschool food service. Lowering prices and a strict supervision of quality assurance is also necessary to promote consumption of environment-friendly food materials.

친환경 브랜드 농산물 상품의 브랜드 가치 요인이 브랜드 만족, 신뢰, 충성도에미치는 영향에 관한 연구

Tae-Hoon Kim,김보영 한국유통과학회 2016 유통과학연구 Vol.14 No.5

Purpose – The objectives of this study are described as following. First, the study will establish the concept of Brand Values of Environmentally-friendly agricultural product through theoretical discussion. Second, it shows the effects of Environmentally-Friendly Agricultural Products brand value on Brand Satisfaction, Brand Trust and Brand Loyalty by empirical investigation. Third, in order to provide the methodology of brand development, literature regarding and questionnaire survey were used such as Environmentally-Friendly Agricultural Products Brand Value, Brand Satisfaction, Brand Trust and Brand Loyalty. Based up on the results, the research estimates consumers’ relative priorities of Environmentally-Friendly Agricultural Products Brand Value factors in purchase. This research also suggests the consumer oriented new brand development and the progressive direction for the successful launching of Korean Environmentally-Friendly Agricultural Products Brand. Research design, data, and methodology – Because the relative literatures reviewed regarding not only each factor but also the relationships among them, Brand Value was categorized into 4 dimensions: Emotional, Social, Functional, and Epistemic Value. Then, Brand Loyalty was added as an outcome variable and Brand Satisfaction, Brand Trust were also added as mediators. The proposed research model and 13 hypotheses were created and 23 measurement items were developed. A face-to-face questionnaire survey with items concerning the Brand Value of Environmentally-Friendly Agricultural Products is conducted to housewives in metropolitan area in May 2016. Respondent answered about Brand Value, Brand Satisfaction, Brand Trust and Brand Loyalty in preferred Environmentally-Friendly Agricultural Products. 333 copies of the questionnaire were collected and analyzed using SPSS 21.0 and AMOS 20.0 to determine the reliability and validity of the measurements. Results – From the confirmatory factor analysis and a structural equation modeling, the outcomes of these studies were as follows; (1) Three Brand value dimensions, i.e. Emotional Value, Social Value, and Epistemic Value had a significant and positive impact on Brand Satisfaction, but Functional Value did not. (2) Social Value also had an impact on Brand Trust, (3) Brand Satisfaction significantly affected Brand Trust, and Brand Trust influenced on Brand Loyalty, and (4) Brand Satisfaction were perfectly effective in mediation between Emotional Value, Epistemic Value and Brand Trust, and it also partially mediated between Social Value and Brand Trust. Conclusions – According to the result of consumer research on Environmentally-Friendly Agricultural Product brand, 3 dimensions of brand value affected brand satisfaction, and especially Social Value was a significant positive dimension. So, marketers should concern about value proposition of Environmentally-Friendly Agricultural Product to consumers by using premium package design, store identity, and distinctive product. Consumers wanted to get self-esteem, self-regard, and high social position by purchasing it. This study has academic and practical significance, so the findings can be applied to a wide range of brand management strategies. However, there are some limitations; 1) limitation about development of new brand value dimensions, 2) limitation about gender in the area of respondents. Future research should be done with wide range of respondents.

친환경농산물 학교급식에 대한 학부모의 반응 및 친환경농산물 소비확대 의향 분석

김호,전두철,Kim, Ho,Jeon, Doo-Cheol 한국유기농업학회 2013 韓國有機農業學會誌 Vol.21 No.1

As a result of analysis on situations of environment-friendly school meals, it was obtained that student's parents were interested in food safety and the importance of sanitary supervision. Many parents responded that environment-friendly school meals increased the health and eating habits of their children. The higher and higher educated parents responded that environment-friendly school meals effected on the children's health positively. Also, the higher educated parents responded that environment-friendly school meals effected on the children's eating habits positively. After the environment-friendly school meals, the item increase to purchase was vegetables by 25% of the consumers who purchase environment-friendly agri-products. The second and third increasing items were respectively fruits and rice. When environment-friendly agri-products were consumpted and influenced positively through school meals, the consumption of environment-friendly agricultural products will be increased. The expansion of environment-friendly school lunch program cannot bring the consumption expansion of environment-friendly agri-products immediately. However, when the persistent promotion and student's parents confidence on environment-friendly agri-products were accumulated and experienced positive effects through school meals, it will give a positive effect on the consumption of environment-friendly agr-products.

소비자 특성과 소비자 신뢰가 친환경농산물의 구매의도에 미치는 영향 분석

김미송,최형규,김동환 한국유통과학회 2013 유통과학연구 Vol.11 No.1

Purpose – The environment-friendly agricultural product market in Korea sees continual high growth. Recently, the Korean government has been actively fostering environment-friendly agriculture as an engine of future growth. Korean people have increasingly become more health-conscious and interested in food safety issues. Many distribution and retailing companies have responded with various promotional activities. However, most of these are not strategic and appear to have unsatisfactory outcomes. The main purpose of this paper is to suggest effective marketing strategies for environment-friendly agricultural products. To achieve this aim, the study empirically investigates the effects of consumer characteristics and trust on the purchase intention of environment-friendly agricultural products. Research design, data, methodology - Based on the theory of planned behavior, and previous studies related to the purchase intention and consumption of environment-friendly agricultural products, we set up five study hypotheses. These related to the demographic characteristics of consumers, purchase intention, and behavior of the products. We then set up a study model and four study hypotheses relating to health consciousness, environmental consciousness, consumer trust level,purchase intention, and behavior of the products. The data were collected using a questionnaire given to consumers living in Seoul and southern Geonggi Province. The final sample size is 403 and mean age is 44.3. SPSS 15.0 for Windows and Amos 7.0 were used as statistical analysis tools. Meaningful results were derived using frequency analysis, correlation analysis, a t-test, and structural equation modeling. Results - Empirical results of this research are as follows. (1) First,it is shown that consumers consider such attributes as intimacy and health to be important when they buy environment-friendly agricultural products. (2) We also found that consumers recognize the value of environment-friendly agricultural products as high, but their trust level as low. (3) Consumer groups consisting of married couples, with higher education, higher income, and higher age are shown to have a higher intention of buying environment-friendly agricultural products than any other consumer group. (4) It is estimated that the level of consumer trust positively affects the purchase intention of environment-friendly agricultural products. The path coefficient (.138) between consumer trust and purchase intention is statistically significant at the α = .05level. (5). It is also estimated that environmental consciousness positively affects purchase intention. The path coefficient (.245) between environmental consciousness and purchase intention is statistically significant at the α = 0.05 level. The standardized path coefficients of consumer trust and environmental consciousness with purchase intention are .556 and .288 respectively. Therefore, consumer trust affects purchase intention more than environmental consciousness. (6) Finally,purchase intention is estimated to positively affect purchase behavior. Conclusions - Based upon empirical results, this research suggests that marketers of environment-friendly agricultural products should focus more on increasing consumer trust levels, emphasizing the training and education of employees. The government also should pay attention to a standardized certification system for environment-friendly agricultural products. Marketers of environment-friendly agricultural products should consider the consumer groups of married couples, with higher education, higher income, and higher age as a major target segment.

공법 : 가족친화 근로법제의 내용과 과제 -국제노동기준과의 비교를 중심으로-

강성태 ( Seong Tae Kang ) 한양대학교 법학연구소 2011 법학논총 Vol.28 No.3

This paper aims mainly to introduce national regulations for family-friendly polices to reconciliate between work and family in Korea, focusing on comparative approach to International Labour Standards. Family-friendly issue, conflict between work and family responsibilities, has become a critical social, economic and political issue in many countries since 1970s in industrialized states or 1980s in developing countries, while Korean government treated it as one of national issues during last 10 years. The most important response of the international community to the work-family reconciliation issue was the adoption of [the Workers with Family Responsibilities Convention, 1981(No. 156) and [the Workers with Family Responsibilities Recommendation, 1981(No. 165). The basic view and purpose of the Convention was stated in its article 3 as following; "With a view to creating effective equality of opportunity and treatment for men and women workers, each Member (State) shall make it an aim of national policy to enable persons with family responsibilities who are engaged or wish to engage in employment to exercise their right to do so without being subject to discrimination and, to the extent possible, without conflict between their employment and family responsibilities."(Article 3, para. 1) The main answer of Korean government to the work-family issue occurred in 2007, when it adopted two Acts in order to reduce the conflict between work and family responsibilities and to encourage or support family-friendly social environment; the 「Act on Equal Employment and Support for Work-Family Reconciliation」(21. Dec, 2007; hereafter ``Work-Family Reconciliation Act``) and 「Act on the Promotion of Creation of Family-friendly Social Environment」(14. Dec, 2007; hereafter ``Family-Friendly Social Environment Act``). The purpose of the Work-Family Reconciliation Act is "to contribute to improve the quality of life for all the people by providing support for the reconciliation of work and family life for workers."(among Article 1) In order to achieve the purpose, the Act provides numbers of measures that facilitate the reconciliation of work with family responsibilities as followings; public payment for maternity leave(Article 18), unpaid 3-day paternity leave(Article 19), unpaid parental leave for child care(Article 19), working hour reduction in child care period(Article 19-2) and prohibition of discrimination for a worker who has working hour reduction in child care period(Article 19-3), ability to use of divided child care leave and working hour reduction during child care leave(Article 19-4), other measures to support child care(Article 19-5), financial support for an employer who introduces a measure to support the reconciliation of work and family life for the worker concerned(Article 20), providing public service related to child care(Article 21-2), installation of public welfare facilities(Article 22), compassionate leave for family emergency(Article 22-2), and public fund for work-family reconciliation (Article 22-3). The purpose of the Family-Friendly Social Environment Act is "to contribute to the improvement of the quality of life of nationals and the development of the State and society, by promoting the creation of a family-friendly social environment."(Article 1). In the Act, the "family-friendly social environment" means "an environment where members of society are able to harmonize works and family life, and the responsibility of raising children and supporting family can be shared at the social level", while the term "family-friendly working environment" means "a working environment where a family-friendly system helps workers to harmonize work and family life"(subsection 1 and 2 of Article 2), which includes systems for flexible working, supporting childbirth, child-care and education, supporting dependants, supporting workers(programs for health, education, counsel for workers), and other systems prescribed by Ordinance of the Ministry of Gender Equality and Family(subsection 3 of Article 2). In order to secure the basic goal, the Act provides responsibilities of state(Article 3), local governments(Article 3) and employers(Article 4) to encourage or endeavor to create family-friendly working environment, such as the introduction and expansion of family- friendly systems.

소비자 혁신성향이 친환경제품 만족도에 미치는 영향 : 혁신성향, 친환경성향 및 친환경 제품 혁신성의 상호작용효과

임미자,Mee Ryoung SONG,Wujin CHU 한국유통과학회 2019 유통과학연구 Vol.17 No.10

Purpose - Environment-friendly behaviors are diverse and can be motivated by different factors. For example, magnitude of factors affecting recycling behavior could be different from those affecting purchasing of environmentally-friendly products. In this study, the focus is on usage satisfaction of consumers who have purchased environmentally-friendly products. Research design, data, and methodology - For this purpose, data were collected from a total of 345 users of environmentally-friendly products, consisting of 177 users of electric vehicles and 168 users of environmentally-friendly detergents. The study analyzed the relationships among consumer’s innovation propensity, consumer’s environmental concern, and usage satisfaction. In addition, the moderating effect of the product’s innovativeness was examined. Results - The result shows that there is a relationship between consumer’s innovation propensity and consumer’s environmental concern. In particular, it is shown that both consumer’s innovation propensity and consumer’s environmental concern have positive effects on usage satisfaction. Further, there was a moderating effect of the product’s innovativeness. Namely, products rated higher in innovativeness showed a greater effect of consumer’s innovation propensity on usage satisfaction. The degree of the product’s innovativeness also affected the directional paths of the relationships. In the electric vehicle (i.e., high product innovativeness) case, consumer’s innovation propensity had a direct effect on usage satisfaction, as well as an indirect effect through consumer’s environmental concern. In the environmentally-friendly detergent (i.e., low product innovativeness) case, consumer’s innovation propensity only had an indirect effect on usage satisfaction, through consumer’s environmental concern. Conclusions - Theoretical contributions of this study are as follows. Foremost, this is the first study that suggests an existence of a relationship between consumer’s innovation propensity and consumer’s environmental concern. Second, this study showed the positive effect of consumer’s innovation propensity on usage satisfaction of environmentally-friendly products. Third, this study expanded the scope of previous studies by showing the interaction between consumer’s innovation propensity and consumer’s environmental concern. Lastly, this study showed that the effect of these variables on usage satisfaction can differ by the degree of innovativeness of the environmentally-friendly product. The results of the study will have implications for marketers and policy makers in formulating marketing activities and policies.