환경상품의 구매 결정 요인에 관한 연구 = A Study of the Factors Determining the Purchase of Green Products

다국어 초록 (Multilingual Abstract)

This study has the research objective of finding the major socio-economic characteristics of environmentally conscious green consumers and then establishing pertinent marketing strategies designed to meet their needs. For this purpose, it investigates the relationship between the green consumers' attitude and their related purchase behavior. As already confirmed by existing literature which verified the gap between green perception and behavior, this study looked into correlations and causations among the perception, intention, and behavior of the green consumers. As a result, the green purchase behavior had relatively high correlation with the green orientation. But it didn't show significant relationship with behavioral intention variable. Also, in terms of the causality between attitude and behavior, the perception toward green consumer was found in high relationship with interest in green issues and willingness to pay extra money for the green products. However, it was found that the purchase experience of the environmental trademarked products was affected by the consumers' interest in environmental issues. Finally, the purchase experience of recycled products was in significant relationship with the credibility toward environmental messages and interest in environmental issues.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 기존문헌연구
• Ⅲ. 연구방법 및 가설설정
• Ⅳ. 분석결과
• Ⅴ. 결론 및 시사점
• <참고문헌>